Keeping Competitors Close but Clients Closer
Agency of Record (AOR) status used to be a lot like marital status. After the account win, an announcement signaled a client’s pledge of fidelity to a single agency. In return, the agency promised category exclusivity.
However, a recent PRWeek article underscored what I would already know if clients posted their relationship status on Facebook: more and more companies are forgoing monogamy for open relationships with multiple agency partners.
Is Direct Mail DOA?
Given the proliferation of email and sexy new social media tools as today’s preferred marketing vehicles, you might think good, old-fashioned direct mail is extinct. Guess again.
Eighty-five percent of consumers say they continue to open, sort, process and read select pieces from their mail every day, according to a Print Council and DM-News/Pitney Bowes 2008 Direct Mail Survey.
Jim Palmer, the Newsletter Guru, recently polled his readers and 75 percent say they have examined their mail more closely in recent months for coupons and special offers that save them money. A trip to the mail box, it seems, is a welcome consumer diversion from the online data deluge.
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