Direct Mail Strategies

Postal Cash Envelope Filling

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Postal Cash Summary

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Contents: Ebooks
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My Postal Cash Review

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Direct Mail Magic Money Machine

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Direct Mail Magic Money Machine Summary

Contents: Ebook
Author: Bob Ross
Official Website: 9x12system.com
Price: $77.00

Leaflets and direct mail

As well as suffering from all the problems associated with advertising and mass communication, letters, leaflets and other direct mail devices coming through people's doors have an additional problem they can frighten people who have no reason (in many cases) to be concerned. So, when a letter arrives out of the blue, the question should be asked 'How many other letters have people in this area received recently about a contentious project ' Probably none. That immediately positions the project as the most detrimental thing ever to happen in the area. These are some of the possible consequences

The green corporations

However, while many people support the aims of these organisations, not all are members, so the green groups have ongoing marketing campaigns through the usual methods used by mainstream corporations direct mail, press relations campaigns, advertising and the like. These are expensive to mount, but there are more and more of them, so the green groups, while decrying the modern communications industry, have little hesitation in using its methods and becoming reference standards in the industry.

Diffusing the benefits of sustainable food niches

In order to uncover the underlying threats and opportunities for direct marketing as opposed to supermarket provisioning, the survey asked Eostre's customers open-ended questions about their views on direct marketing versus supermarket channels of food provisioning these were grouped into categories and are shown in Tables 5.3 and 5.4, and some of the statements made are presented here to illustrate the points. Here the views of box scheme customers and market stall customers are disaggregated in order to better understand the consumers' views about particular aspects of the type of direct marketing they engage with. When asked to list the advantages of purchasing from Eostre compared to through supermarkets, customers responded to the survey with a set of issues which bore a striking similarity between stall and box scheme customers (summarised in Table 5.3). For stall customers, the main ones are supporting local businesses (51 of respondents) ethical consumerism and avoiding...

Building new infrastructures of provision

The successes which Eostre has achieved in the previous four categories add up to more than the sum of their parts together they comprise the seeds of a new system of food provision, based upon cooperative and sustainability values (such as fair trade), and bypassing supermarkets in order to create new infrastructures of provision through direct marketing. Furthermore, their consumers actively support this activity, and many commented on how they enjoyed the opportunity to avoid supermarket systems of provision, for example 'I think that supermarkets are distancing people from the origins of food and harming local economies I try to use supermarkets as little as possible', ' Eostre is an alternative to a system which rips off producers, the planet etc', 'I believe in a local food economy' and 'I don't want supermarket world domination, extra food miles, packaging, and middle people making money '.

Ecological citizenship and sustainable food innovations

Taking a wide perspective on sustainable food, and the potential for grassroots niche innovations such as Eostre, the implications of these findings for sustainable consumption are profound while supermarkets offering organic and local produce may capture some of the consumer market for these goods, they remove support for other sustainability-related aspects of their production which are held as equally valuable by direct marketing consumers. Such developments attract customers with convenience, choice and low price (Padbury, 2006), but do not respond to the need for community-building, personal interactions between farmer and consumer, and for strengthening local economies and livelihoods against the negative impacts of globalisation, which consumers also express. Consequently, the beneficial impacts of local and organic food consumption are reduced in scope, and the potential for alternative food networks such as local direct marketing initiatives to expand and increase their...

Glossary and translations

Agriculture based on the principles and science of ecology synonymous with agro-ecology, ecological, biological and biodynamic agriculture, and natural farming organoponico raised-bed, intensive urban agricultural unit tiro directo direct marketing en usufructo in perpetuity

Sustainable Food Growing Carrots and Community

It could be said that local organic food is flavour of the month. In recent years there has been a growing interest in the phenomenon of 'alternative agro-food networks', and locally-sourced organically-produced food has been proposed as a model of sustainable consumption. The claimed benefits include rural regeneration, livelihood security, cutting food miles and carbon dioxide emissions from transport, social embedding, community-building, and increasing connection to the land. Consequently, the recent revival of localised food supply chains and the rise in demand for specifically local organic produce has been described as a move towards a more sustainable food and farming system in the UK, and has driven the explosion of a grassroots movement of niche direct marketing outlets (farmers markets, farm shops, and veggie box subscription schemes) where consumers buy directly from growers. Are these consumers actively engaged in creating new food supply chains based upon alternative...

Characteristics of a postpetroleum food and farming system localized and organic

To improve soil fertility, more land would be put to nitrogen-fixing crops, and human sewage recycled as fertilizer (Harnapp, 1988 Offerman and Nieberg, 2000 Fairlie, 2007). This in turn would necessitate cultural changes to reduce the meat content of diets. Given the biophysical limitations on the capacity to expand and specialize, the average size of land holding would decrease and farm numbers would increase (Campbell and Coombes, 1999). Farm labour would also generally increase, depending on the type of production system. For example, a temperate mixed farm which included on-farm processing and direct marketing would have labour increases of approximately 20 per cent (Offerman and Nieberg, 2000). These increases would require land reform they would be reversing the trend in industrialized countries, where, for example, the number of farms in the UK have fallen between the 1930s and the present, from 500,000 to 130,000, and 70 per cent of land is owned by...

Successful state backing

Otherwise becoming breeding grounds for disease (Companioni et al, 2002). The state recognized the potential of urban agriculture in contributing to the new National Food and Nutrition Programme (of 1989) and supported it by making land available for growers, providing them with appropriate extension services and organizing marketing (Murphy, 1999). In 1994, the Department of Urban Agriculture was established which became, in 1998, part of the Ministry of Agriculture. According to Companioni et al (2002), urban production was based on three principles the use of organic methods that did not contaminate the environment the use of local resources and the direct marketing of produce. Already by 1994, urban production was well developed, and this new department, and research groups allocated to work on urban systems, found themselves running to keep pace with urban producers. As one researcher described it, 'Development was ahead of research due to the high demand for techniques, so it...

Mass membership

One possible consequence of the growth of mass membership is that the central staff of EMOs might lose touch with their supporters and treat them only as a resource. Comments by some staff from EMOs seem to support this. One UK staffer suggested that groups should only tell their supporters what they need to know in order to keep them paying their subscriptions. (Szerszynski 1995). An organiser for FOE (UK) said, 'Members have to decide to back us or not. We make policy and if they don't like it they can join some other group' (Jordan and Maloney 1997 189). To Szerszynski (1995 11) it seemed that supporters of FOE were 'little more than a database whose relationship with the organisation was mediated by direct mail and standing orders'.

Collective action

There are two ways in which Eostre is an expression of collective action for sustainable consumption. The first is through its structure - as a cooperative. Many of the farmers in the cooperative had previously sold organic produce to supermarkets, and had suffered from a drop in sales and prices during the recession in the early 1990s, as well as having a negative experience of dependency upon a single, distant buyer. This led some growers to seek greater control over their businesses by moving into direct marketing, and an informal inter-trading arrangement developed between a handful of small local organic growers, which formed the core of the cooperative. Eostre therefore aims to provide sustainable and stable livelihoods to its member growers, as a grassroots response to economic recession and vulnerability caused by a global food market - a local adaptation to globalisation in the food sector. By organising collectively, Eostre's members achieve the scale necessary to access...

New social movements

During the 1980s and 1990s globalisation and the growing impact of new media technologies led to a new emphasis on global marketing. With the gradual institutionalisation of environmentalist demands, large-scale environmental organisations, such as Greenpeace International, increasingly came to operate virtually as transnational corporations. As such groups adopted more proactive approaches and their resource base became stronger, they took on highly skilled professional staff with public relations backgrounds. These individuals were often very adept at tapping into particular sociocultural climates and generating more wide-ranging support for environmental issues through moral symbolic appeals. Direct-mailing became a major source of revenue for such groups which meant that it was vital that they maintained a high public profile.

Eostre Organics

Its specific aims include to supply consumers of all incomes high-quality seasonal produce to encourage cooperative working among its members and between the co-op and consumers transparency about food supply chains to source all produce from UK and European regions from socially responsible producers and co-ops promoting direct local marketing, and from fair trade producers outside Europe to favour local seasonal produce and supplement (not replace) with imports to minimise packaging, waste and food transport to offer educational farm visits to raise awareness of the environmental and social aspects of local organic production (Eostre Organics, 2004). From these objectives, it is clear that Eostre is strongly supportive of the New Economics model of sustainable consumption, which favours re-localisation, reducing environmental impacts and ecological footprints, and that there are clear expressions of ecological citizenship values here too. How do these translate into practice

Upscaling

Upscaling niche innovations to achieve greater economies of scale and participation is a major challenge. In the case of the grassroots food initiative studied, Eostre were concerned that their existing capacity might not meet additional demand, and they were not particularly keen to grow the niche. Customer concerns about poor presentation, food quality and inconvenience were not adequately addressed (risking customer loss) because it was assumed that shared ethos would be sufficient to overcome dissatisfaction with service and quality. Similarly, while their strongly-signalled deep green ethos would be a beacon for committed environmentalists, it might be off-putting to more mainstream customers. Overall then, Eostre appeared content within their niche and not interested in upscaling, but at the same time large-scale direct marketing customer-friendly franchises were moving into the area, threatening the small niche's existence.

Ditching Junk Mail

More than 100 billion pieces of junk mail (called direct marketing by the companies who send it) get sent in the U.S. each year, for a total of just over 40 pounds of unwanted mail per adult. And these unwanted credit card offers, catalogs, and sales letters are more than just a nuisance The Privacy Council (http privacycouncil.org). Sign up once and get your name off lists at the Direct Marketing Association (a trade group for the folks who send you junk mail), coupon outfits like Advo and ValPak, credit card companies, and more. This service costs 9. DMAchoice (www.dmachoice.org). The Direct Marketing Association (which runs this website) knows that marketing is most effective when it reaches people who are interested. When you register with the site, indicate what kinds of marketing you don't want credit offers, catalogs, magazine offers, and other mail offers. DMAchoice keeps your preferences for three years and you can change 'em anytime. In 2008, this service stopped 930 million...

Advertising With Circulars

Advertising With Circulars

Co-op Mailing means that two or more businesses share in the cost and distribution of a direct mail campaign. It's kind of like having you and another non-competing business split the cost of printing, assembling and mailing an advertising flyer to a shared same market base.

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