Fred Koblinger-Lions Director-President:
"Successful direct marketing is surprising, entertaining, astonishing: it’s smart and compelling and it is involving. This is what makes it efficient"
"Online communications is getting more and more important. It's quick and communicates at reasonable cost. But it will never replace the sensitive, emotional moment when somebody opens an envelope and curiously discovers the content".
Francois Renard-Wonderman, France:
"Direct marketing people have to understand why consumers would listen, look, read, and pay attention to proposals, what their interest is and why they would respond, react, answer and buy it".
"Direct mail is a more intimate side of communication...It's a private thing...Besides, we offer the targets a physical contact: they can touch the paper or 3 dimensional object we choose to send".
New Page-"A dimensional mailer is always more likely to get opened. Opened, yes. Responded to? Not necessarily."
New Page-"The higher the cost of the thing you're selling, the lower response rate is likely to be".
"Consumers with higher level of incomes purchase more often by mail"
"Consumers have catalogs in hand when buying on line. Half of those that browsed in a catalog and purchased on line (53%women & 38% men) used a product code from the catalog"
"...But print likes company. When there is a mix with integrated message, print makes that message even stronger. Data shows that a marketing program combining print and TV almost always outperforms one that relies on TV alone."
"What about the impact of E Commerce? Successful marketers are finding that print and internet aren't competitors at all. Rather, they can be the perfect complement to one another. For instance, printed catalogs can drive consumers to a web site to make the actual purchase."
"What's their advantage over electronic media? People can hold them, touch them. And catalogs and direct mail will touch people right back."
"The worldwide evidence is mounting that print media deserves to be a core element of marketing plans."
"...The clear lesson is that brands which increase or maintain their advertising in a recession tend to achieve improved market share and return on investment when the recover occurs."