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Archive for direct marketing

Keep your friends close—but keep USPS closer!

Why you should know USPS standards before starting your direct-mail production process.

When it comes to creating and sending direct mail pieces, predominant partnerships are typically with the print shop and the list vendor. But let’s face it, how many times has your mail been returned as undeliverable, delivered mangled, or even worse—lost or stolen.

If your goal is to get your mail to people in one piece, it may be time to consider how important the United States Postal Service (USPS) is in your production process. Treating the USPS as an additional vendor and knowing regulations and standards before heading to the printer can save you time, money, and an embarrassing stack of nixies (undeliverables).

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How to Evaluate a Business-to-Business Marketing Agency

An agency perspective.

Tips for evaluating B2B marketing agencies.

As an agency principal, 20-year mega-agency executive, and a “mad man” who actually worked on Madison Avenue in the sixties and seventies, I’ve been involved in many agency searches. Here are some tips based on my experience that will help you get what you’re looking for faster, and should result in a happier choice once you select your agency partner.

First, know thyself.

Decide what you want your marketing agency to do for you. Keep your list short. If it’s more than five items, you’re in the weeds. Back up and revise your list to include only the five most important.

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