Tag Archives: direct mail

Tom Holm of Enertex Tells How to Grow Your Audience

It’s always a challenge to bring in new single ticket buyers, isn’t it? Let alone broaden your subscription base. Extend Your Reach Your house list is your best source for audiences. And trades with other arts organizations can supplement that … Continue reading

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Social Media Doesn’t Trump Direct Marketing: What the Rule of 40-40-20 Means for Orchestra Marketers in 2010

In the 60s direct marketing expert Ed Mayer popularized the 40-40-20 rule. He claimed 40% of a mailpiece’s success depended on the list, 40% depended on the offer and 20% depended on other factors including design. Check the Numbers Yourself … Continue reading

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The Third Reason Orchestra Marketing Is Difficult: Multiple Work Styles

In previous posts I identified two  ways in which orchestra marketing is unusually challenging. First, the discipline involves a wide range of functions. Second, the job demands managing a year-long subscription campaign at the same time it requires numerous in-and-out … Continue reading

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What the Dalai Lama Can Teach Orchestras About Direct Mail

The Dalai Lama wrote me. He called me a dear friend. The Classic Direct Mail Package His letter is part of a classic direct mail package without a brochure on behalf of the International Campaign for Tibet. It turns out … Continue reading

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Traditional Marketing Never Existed. Long Live Innovation

Today I heard a panel of three industry experts discuss the future of interactive marketing.* At that event several audience questions compared interactive marketing to traditional marketing. The traditional marketing they defined lives only in a Second Life. It lives … Continue reading

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