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... to key audiences. If done well - think of names like BMW, The Gap, AOL, AT&am...cy in their branding, but the metallic ink increased their letterhead costs co...

...e, glues, greases, industrial oils, inks, insecticides, herbicides, janitorial...andle it with care 1. Do not eat, drink, or smoke in areas where hazardous ...

...'He wrote the letter with invisible ink from his camouflage pen.' Memorable ma...tomers to come to your agency, or to think of you when they need what you do, ...

...ity of change. In other words, we think in terms of 'keeping ahead,' but our e...s on the color of the envelope and the ink. Reader's Digest and others recomme...

... a year later, people are still talking about the camouflage pens. The mailing was memorable. As an aside, the president of the company that mailed the pens opened an envelope one day from someone who had received a pen. But the sheet of letterhead inside was blank. So he called the prospect. Instantly, the prospect's secretary began laughing, stating, He wrote the letter with invisible ink from his camouflage pen. Memorable makes the difference. When that particular prospect became a client, the agreement was signed with real ink. The purpose of a promotional product is to actually promote the company and its products and services. In the final analysis, it isn't the product that has the power; it's the impact of the gift on the recipient. Whether it's persuading customers to come to ... the use of the recipient's name, whether it's an individual, a company, or an organization. Everything from pencils to plaques can be personalized. Tens of thousands of coffee mugs are given away every day. Some are used in offices, others are taken to someone's vacation cabin, while a majority wind up on a shelf somewhere. But not the 400 mugs presented to the employees of a manufacturing company in Massachusetts. As part of a major safety program, the employees received coffee mugs individually personalized with their names. Instantly, the mugs became personal property, as if a this is mine; do not touch' sign went on each one. More than anything else, personalized gifts are perceived to be more valuable. They go beyond just giving something. Those receiving the gifts know ...

... a gimmick, a gift, an audiotape, or videotape, or it may not. Although all of these variations have proven viable, the first goal of direct mail is to get it opened. Commonly accepted rules are that imprinted envelopes are better than address stickers. Personalization is better than occupant. Stamps are better than metered mail. Some experts even focus on the color of the envelope and the ink. Reader's Digest and others recommend that enticements be printed on the envelope to encourage the opening. Huey suggests that a combination of the relatively new infomercials' and direct mail can be extremely effective. For most agencies and brokers, the cost of producing an infomercial is prohibitive at first glance. However, many local cable companies will work with you in producing a low-budget infomercial or in providing public-access ... time will pass before producers actually contact all 300 prospects? Probably too long, according to Huey, who pointed out, Responding quickly to inquiries can prove the difference between making a sale and losing it to a competitor. Telemarketing has been found extremely effective in qualifying sales leads in a competitive industry. As an example, Huey cites Micro Component Technology, Inc., (MCT), a Minnesota-based manufacturer of integrated-circuit handling and testing equipment. As sales inquiries topped 100 a week, the sales staff couldn't keep up with the demand for product information. As a result, valuable prospects were overlooked. The answer proved to be telemarketing. A list of key questions was prepared by management to allow the telemarketers to easily qualify the prospects on a graded system of A through D. A's were ready ...