POCA, Raise Your Mailing Results

Do_This-Return-to-Sender

According to Melissa Data, 43 million Americans move each year. Unfortunately, when people move and their addresses change, not everyone registers this change-of-address with the United States Postal Service (USPS). Without this registration, the move is not recorded in the National Change of Address (NCOA) database and therefore no forwarding address can be provided. I have seen firsthand how this can cost clients a loss in postage & paper expenses as well as a reduction in customers.Read more


Ecommerce and Out-of-Home Advertising: 3 Important Considerations

This week I came across an article about a commuter study in the UK “Consumers connect with on-train advertising”. The findings prove insightful beyond the UK borders and raise valuable considerations for out-of-home advertising and ecommerce.

With the rise in convenient mobile payment options, the study shows the type of purchases commuters make and when. Certainly as an urban dweller, my office commute involves a bus or train in both directions. I can identify as a rider and as a marketer.Read more


5 Tips to Marketing Financial Products to Women

Marketing Financial Products to Women

I attended the Mid-Year PiMA (Professional Insurance Marketing Association) meeting last week in Stowe, Vermont where I had the pleasure of hearing Marti Barletta speak.  The topic of her presentation was The (Sh)economy - the Female Market.

I was a bit skeptical before the presentation. I wondered what I was going to learn about the “Female Market” being that I was part of that market!  What was I going to learn about myself that I already didn’t know?Read more


Game On!

Game on

A simplistic July 2015 ADWEEK print advertisement caught my attention this week. It wasn’t overly colorful. It didn’t have a large, dramatic and unexpected visual image. There wasn’t a celebrity or professional athlete endorsement. Nor was there any attention grabbing call-to-action. Just a straight-forward, thought-provoking headline: “Advertising is a sport. This is our championship.”Read more


Turn Your Digital Focus on Consumers

Written by Mark Weinstein, President

Our TWO Sense: Turn your digital focus on consumers

A lot of marketers are using email today much like postal direct mail 40 years ago when Standard Class postage (aka third class) was 3.3 cents.

Back then it made sense to mail large quantities with little or no targeting because a marketer could achieve excellent response volume and very positive return on investment mailing broadly.  The data available by today’s standards was limited, and the concept of sending direct mail based upon specific behaviors and previous purchases was not needed since mailing costs were about ¼ of today’s direct mail.Read more