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Great offers in business-to-business direct marketing

What is the best offer in a B2B direct marketing program? Why should you care? How can you tell?

We’ll answer the second question first. You’ve heard the old saw, “In direct response marketing, list is responsible for 40% of the success, the offer is worth another 40%, and the creative comes in at 20%.” Those numbers are probably not true anymore, since they were developed as a result of millions of pieces of inexpensive direct mail testing by the publishing industry, who were responsible for most of the “junk” mail we used to receive years ago.

But the fact does remain, the offer is what makes people respond to a direct-marketing piece, be it electronic or something that goes through the US mail. In business to business marketing, or B2B as it is familiarly called, the offer is often information.

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Identifying “The Single Most Important Point” (SMIP) for Your B2B Marketing Creative Brief

Every marketing communications brief has one in some form or another. Some agencies call it a “Single Minded Proposition.” Others refer to it as a “Unique Selling Point,” or “Single Most Important Message.” Whatever you call it, at Verdi we take it very seriously. We (surprisingly) are humble enough to know that a communication is lucky to be remembered at all, considering the clutter of messages with which it competes. And if our communication is not remembered for our SMIP, well then, that’s just wrong!

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Three Unexpected Revelations from a Digital Audit

Peter Platt explains findings that shock nearly every client after a digital audit.

We all pay a lot of attention to how we present our company through branding, advertising, direct response, and other promotions. The truth is, your company sees a lot more people than just those who call, stop by your office, or read your mail. The amount of traffic and impact your website has is worth paying attention to—that’s why many marketers invest in recommendations from a digital audit.

Longtime Verdi friend and President of Accountable Digital, Peter Platt, has been increasing business success driven by digital marketing for over twenty years. In this time, he has observed three unexpected revelations that occur to clients in practically every digital audit.

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