Target Marketing featured Hennerberg's client in a cover story and case study titled “Taking Risks, Increasing Response”
With technology and internet based marketing on most marketers’ minds, it’s appropriate to ask “What is direct marketing” and “direct mail advertising?”
Today direct marketing is far more than it was a mere decade ago. Direct marketing now includes selling via websites, email marketing, autoresponder messages, social media, and much more.
There are those who believe direct mail advertising is dying. While the economic meltdown has clearly reduced direct mail circulation, the fact remains that for companies to grow, direct mail will continue to play a role in new customer acquisition and sales to existing customers.
There will only be 10 companies in the top 10 websites organically found on a search engine. So other media, such as direct mail advertising, will continue to be a player provided it is cost-effective.
For direct mail to be cost-effective, several items must come together. Hennerberg’s “whole brain” thinking process, incorporating both analytics and creative services, has served his clients well since 1992 with response increases of 15% … 35% … even 60%.
Hennerberg is an analyst with insightful direct marketing tips and is a successful direct mail copywriter. He analyzes direct mail list circulation. He is able to summarize and interpret the models from the largest of credit bureaus, such as Equifax and Experian, and by interpreting the data, he transforms his findings as a direct mail copywriter into creative that sells. In just one example, upon looking at the findings of a model for his client, an insurance direct marketer, a key consumer insight that emerged was that the person most likely to respond was, demographically, a woman in her 50s, often single, and that her interests were her grandchildren. This insight enabled the development of a creative statement and strategy that positioned the product as being for her grandchildren (not her spouse) with a response increase of 35%.
In addition to analytic and copywriting services, Hennerberg Group, Inc. provides turnkey direct mail services including oversight of list rental, printing and lettershop oversight.
Over the years, Hennerberg has worked on a variety of client engagements including direct marketing training and seminars, and has also worked on-site for companies. In that capacity, he has worked inside an office of a client company for one to three days weekly, training and supervising staff, and in some cases turning around a company’s direct marketing operation.
Enjoy this YouTube video of David Ogilvy on his thinking of direct response and direct mail advertising.