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I don’t know about you, but
I found 2012 to be a year of great experimentation regarding how we communicate
with our marketplace. Growing our top and bottom lines has never been easy, but
the more complex our marketing activities become, the more people and resource
we have to throw at it. It gets harder and more expensive to get a reasonable
return on our marketing investment.



This year has seen us fully integrate Social Media, cross channel
communications with on-line and offline media, as well as implement new
technologies and creative tools trying to increase the impact of our
communications with constituency in order to grow our businesses.



Granted, we have opened up many new doorways to talk to our customers and
prospects, but has all of that work yielded incremental top and bottom line
growth for you or your clients? Is there a real ROI?



We are all chasing the Holy Grail hoping to get a leg up on the competition and
again, I ask if we are really accomplishing that? When other industry
participants implement these new technologies what choice do we have but to follow
suite? We can’t miss the opportunity to get our share of the prize, can we?



To tell you the truth, I don’t have the answers to those questions, I wish I
did, but, there is one thing I do know, all of the changes within our industry
have not altered the basic fact that our customers and prospects want to be
reached, recognized and understood. One tool that accomplishes this goal, never
goes out of style and that consistently performs well is direct mail.



Direct mail that follows the core direct marketing tenants to create highly
personalized, relevant and timely messaging has been and will continue to be
the basic blocking and tackling tool of the industry. When




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