Archive for November 2009

DM Still Holds Sway

November 19 2009

Marketing Week magazine polled its readers in October with a quick litmus test on direct mail. Turns out over 56% of readers believe direct mail influences decisions made by top execs and board members of their respective companies.

This is a belief we share here at VLG. In fact, one of the key considerations when mailing the C-suite (or higher) is to find a way past the gatekeepers. The mail will influence if it makes it in front of an executive. A strong tie-in to the web will ramp up the influence (see: personalized microsite).

When asked whether or not the recession has hurt the channel, only 5% of respondents said the economy is having a “very bad” impact on the effectiveness of direct mail. More than that, 7% claim the economy has had no impact whatsoever.

Post Office, Postal Service

One obstacle to effective direct mail is the environment. More concerns about the greening of corporations could curtail direct mail volume, which might not be a bad thing.

We’ve long advocated shrinking lists sizes and using more highly qualified targets, personalized targets, for any direct mailer. Rather than shrink the number of mailings, companies would do well to shrink the number of people mailed.

Bookmark and Share

Every Body Poops

November 4 2009

Thanks to long-time friend Susan Abbott, author of the Creative Crossroads blog, for sharing the release of Skip to the Loo, a book by California-based Linda Wright. I’ve been waiting for a chance to share a pictures of our VLG restrooms. Now’s my chance.

First let’s get to the book. I have not read the book, but Linda appears to make the case for restrooms as powerful marketing tools. I don’t think she’s talking about ads over the urinals, but something a bit more sophisticated. In fact, the book focuses on women’s restrooms. It makes the argument that women spend more money, so retailers should spend more making sure their, um, needs are met. The basic premise of the book is “a good bathroom is good for business.”

I can’t endorse the book and I won’t rush out to Amazon and buy a copy, but as a marketer you have to applaud the idea, research and effort that went into writing a bathroom book.

We take a little comfort in the fact that we actually took time to consider how the men’s and women’s restrooms at VLG would be set up to meet our varied needs. We’re a digital ad agency so user interface is always important. Below you’ll find contrasting pictures of how we tackled this opportunity and created two unique spaces in our office.

Ladies first. You’ll see that many of the comforts of home have been incorporated in the design elements. I don’t have firsthand knowledge of the user experience, but it looks pretty. We should spend some money to make it even better. Maybe a little color on the walls.

Artwork, wicker baskets, and scented candles.

Artwork, wicker baskets, and scented candles.


As you’ll see in the pic of the men’s room, we prefer or need only the basics. Nothing complicated. Good reminders. Simple experience.
Simple instructions help get the job done.

Simple instructions help get the job done.

Potty talk may be awkward, but in the end it might be one of the best marketing tools you’re not using effectively. Susan put it best. This is a need felt by 100% of the population.

Follow us on Twitter: @wefightboredom

Bookmark and Share