Since most Medicare marketing takes place during two time periods—when prospects turn 65 (Age-In) and the Annual Election Period (AEP)—prospects are hearing from you and your competitors. Here’s how to make your creative work extra hard to break through.
Last November, I attended the Adobe MAX conference in San Diego. It was a massive event held over 4 days, attended by tens of thousands of creative pros from around the globe. The conference consisted of training sessions for Abobe software products, keynote speakers like fashion designer Zac Posen and filmmaker Quentin Tarantino, and much more, all designed to inspire creativity and, of course, promote all things Adobe.
Yesterday, April 10th, 2016, was the day the USPS put a little money back in our collective pockets. Our First Class postage stamps have just decreased from .49 to .47. Not since 1919 have we experienced a postage stamp decrease. So, for many of us, it’s a once-in-a-lifetime experience just like Halley's Comet. Okay, well maybe not that exciting, but you get the idea.
You’ve done your due diligence. Still, your direct marketing response rates are sagging like an old pair of stretch pants, or waning like voter turnout in a midterm election. All eyes are on you. Just yesterday, your boss flashed you his infamous death stare when you passed in the hallway. Your heartrate is up. It’s panic time.
When traveling to a show, especially one as big as the DMA’s 2015 &Then conference, it is imperative you do your due diligence and come prepared. Even if you’re a tradeshow veteran or a DMA newcomer, seemingly minute items can sometimes fall through the cracks, presenting major problems. For both exhibitors and attendees, we have created a mini do’s & don’ts list to act as reminders for you as you prepare to travel to the &Then conference.
As a veteran marketer, you are typically more than comfortable receiving and reviewing creative layouts or proofs from your internal marketing team or external vendor. You know what to look for and what to double-check. As a new marketer or someone who has transitioned into a marketing role, these tasks can seem daunting.
Do you find your marketing in this situation? Everything with your marketing communications seems to be going well. Your brand has been in place for months, maybe years. Guidelines, templates, asset libraries and training are all available to employees and resources. Then you begin to discover that:
I've actively worked in direct marketing for more than 30 years, and never before has it been this easy to be a great marketer. The Internet now provides access to virtually unlimited free information on marketing best practices through blogs, webinars and more.
“In order to understand the big picture, everyone should fear becoming mentally clouded, and obsessed with one small section of truth.” -Xun Zi, 312–230 BC
It’s not an exaggeration to say the world is going digital. But does that mean direct mail—
long the standard for highly focused, results-driven marketing—is no longer effective and relevant? On the contrary.