Archive for 'Direct Marketing' Category

The Five Killer Mistakes Made Selling to Healthcare Prospects

Last updated: Thursday, May 5, 2016

by Greg Cholmondeley, Workflow Practice Director, PODi and Caslon & Company Change and competition drive opportunities and everyone knows how much the healthcare and health insurance markets are changing. They are going through a period of consumerization and becoming more retail/consumer-focused like other industries. Many large and small print and marketing services providers see this [...]

When is Web-to-Print not Printing via the Web?

Last updated: Thursday, February 11, 2016

by Greg Cholmondeley, Workflow Practice Director, PODi and Caslon & Company A dozen years ago the idea of submitting print jobs over the web was a pretty innovative concept. Even as recently as 3-years ago, printers could win deals by pitching savings on waste by print-on-demand and just-in-time printing through online fulfillment. Today both of [...]

Let me tell you a story…

Last updated: Tuesday, January 12, 2016

by Greg Cholmondeley, Workflow Practice Director, PODi and Caslon & Company “Let me tell you a story…” Somehow, we usually lean in and listen a little more eagerly when we hear that phrase. I suppose it’s just human nature, but the promise of a good story captures our attention and, if told well, emotionally connects [...]

Workflow Trends I Saw in 2015

Last updated: Wednesday, December 30, 2015

by Greg Cholmondeley, Workflow Practice Director, PODi and Caslon & Company As I look back over research and interviews I did this past year, I see some areas of workflow automation changing and others struggling to catch on. Here’s what I saw regarding MIS solutions, the cloud, workflow automation, and other solutions:

Learning from Personalized Marketing Fails

Last updated: Wednesday, December 2, 2015

by Greg Cholmondeley, Workflow Practice Director, PODi and Caslon & Company Face it, most generic direct marketing is so irrelevant we rarely even notice that it doesn’t apply to us before trashing it. Personalized direct marketing, however, can make a lasting impression – even when it doesn’t fit. For instance, I recently received this great [...]

Open the Door and Close the Deal on Higher Ed Fundraising Solution

Last updated: Wednesday, November 18, 2015

by Greg Cholmondeley, Workflow Practice Director, PODi and Caslon & Company So you want to sell personalized direct marketing services to the higher education market. Good thinking – it’s a great target market. Fundraising is a huge focus, schools have good, deep data about their alumni audience, and they’ve been running traditional campaigns for years. [...]

Do you have what it takes to become a Marketing Serices Provider?

Last updated: Thursday, October 8, 2015

by Greg Cholmondeley, Workflow Practice Director, PODi and Caslon & Company Many commercial printers have tried their hands at augmenting their businesses with marketing services with varying degrees of success. So what distinguishes the ones which succeed from the rest and what can companies do, early on, to set them on the path to succeed? [...]

Rolling the Dice Selling to the Casino Industry

Last updated: Thursday, September 24, 2015

by Greg Cholmondeley, Workflow Practice Director, PODi and Caslon & Company Casinos are a niche industry but they have money and they understand the value of direct marketing so they can be incredibly lucrative for marketing services providers. The problem is that everybody realizes this so you need to have the right skills and industry [...]

Top Mistakes Made by Companies Selling Print to Not-for-profits

Last updated: Thursday, August 13, 2015

by Greg Cholmondeley, Workflow Practice Director, PODi and Caslon & Company Not-for-profits represent a huge market segment with 1.5 million non-profit organizations representing $1.6 trillion in the U.S. alone. Ted Raymond, Principal at Allegra Marketing and Print, is an expert at selling to this market with considerable success. When I asked him what he sees [...]

Secret Tip to Effortlessly Writing Case Studies

Last updated: Thursday, July 23, 2015

by Greg Cholmondeley, Workflow Practice Director, PODi and Caslon & Company It’s commonly called “content marketing” but most people I know use content such as case studies more frequently as sales tools in “content selling.” During a sales call you learn what a prospect is trying to do and reply that you’ve worked with someone [...]