Direct marketing vs sustainability

13Mar09

I was reading these facts and began to ponder on the significance of such a waste.. because if the marketing efforts don’t work, then the approach must be flawed. Why not save paper?

The direct marketing industry consumes 3.6 million tons of paper annually, over 13 percent of all printing and writing paper. Like credit cards, offers of merchandise generally go unanswered, so that the money spent on printing goes right to the bottom, but this time not only to the bottom line but rather to the bottom of the discard bin. How can a business person make her catalog offerings or promotions more successful? Are there magic “Open Sesame!” words to tap into the minds of consumers? Are there different messages for different people?

Selling Blue Elephants, M Gofman

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