When you think of cutting-edge marketing, direct mail is not what comes to mind. And yet, despite previously declining numbers, it’s proving to be a resilient marketing niche, and still represents the largest local advertising spend of $38.5 billion in 2020. There is a sort-of minimalist purism in direct-mail marketing. The message is delivered to the prospect, and that’s it. No cookies, no click-throughs, just a pass or fail, convert or wind up in the garbage can. And, with open rates of up to 90%, and a 28% better conversion rate than digital channels, there is at least one key principle that can help any digital marketer concentrate their efforts more efficiently.
Clarity is the thin membrane that separates disaster from success. That 5-degree difference in heading that separates the wayward cruise ship from a near-miss to “abandon ship” — that’s the importance of clarity. That time Pepsi had to buy a contest winner a harrier jet — that’s a lack of clarity. The feeling of confusion when you operate a new machine, and the manual just doesn’t tell you how… Read More »The Purpose of Copywriting is to Achieve Clarity
Whether you’re an in-house marketer, a consultant, or an agency, hearing the words “We have no competitors” can be the kiss of death for the brand. Competition is good, but here is how young entrepreneurs screw it up sometimes…
Why companies choose to ignore the problems that (eventually) kill them. Originally published in “The Startup” If you want to be an effective consultant or freelancer, you have to help your client deal with the big problems. You have to hunt these problems down, even as your client or employer actively tries to hide them from you. Weird, right? I’m talking about those big, ugly… Read More »How Transparency Solves “The Big Invisible Problem”
While the technology is complex, cumbersome, and expensive, it will inevitably be the tool of big institutions like governments and corporations. Only when the average person has access to create will the technology bloom and reach its full potential, reshaping the experiential landscape for the average consumer.
Gensler – November 2017 Flora Li is a Design Director in the Gensler Shanghai office. As a Senior Associate and the Regional Practice Area Leader for Financial Service Firms, Flora has amassed more than a decade of design experience, creating comfortable and forward-thinking workspaces for professional firms. Her motto is “Design Must Add Value.” This interview was recorded and ed edited in the Gensler offices,… Read More »Gensler: Flora Li’s Design Perspective on Workplace Design
Gensler – September 2017 Peter Weingarten, Gensler’s Regional Managing Principal for Asia, delivered the closing keynote address at the ULI Japan Spring Conference 2017 in Tokyo. His speech focused on the trends and market expectations impacting workplace and commercial building design in the Bay Area of the United States. The presentation recording was edited for time and content relevance, and converted to an audio-visual presentation… Read More »Gensler: Peter Weingarten ULI Japan Keynote.