What’s the most important thing Costco sells in its stores? Gas? Food? Gold? Hot dogs and pizza? “The most important item we sell is the membership card,” Ron Vachris told Fortune. Why? Because Costco has 130 million members who pay [...]
Direct Response TV – 30, 60, and 120-second commercials – generates good ROI and builds sales and client bases. And infomercials still work well. But direct-response TV is seeing a shrinking audience. 55% of U.S. consumers use a Smart TV [...]
What should an advertiser or marketer do during a recession… or inflation… or stagflation? Having navigated my clients through five recessions/stagflation, the historic Jimmy Carter 14% inflation rate (and Biden’s 20% in four years) … and 20% interest rates… I [...]
A videolog is a direct mail piece that contains a video. The videolog is awesome for a lead generation campaign, high-end donor, client up-sell, or product introduction. But it can also be a powerful lead generation tool. Architectural design firm Anderson saw [...]
Should you use a video, a photo, or straight copy in your ads? In this week’s testing corner, we look at testing ads for format, including editorial vs. rich design and with a photo/video vs. without. Finally, we tested the [...]
