Feature your logo and company name prominently in both media so recipients will automatically know it's your company before they read anything. Develop and use strong design elements to further differentiate your messages from the competition. Choose advertising mediums that reach the same market as your targeted direct mail efforts. Time your advertising to precede your mail by 1-2 weeks. Advertise in the same magazine 3-4 times.
Repetition is the key to results.
When responding to bingo card inquiries, insert a reproduction of your advertising along with your catalog to remind prospects why they responded. Qualify your advertising inquiries into hot and cold leads and followup appropriately. Profile your inquiries against a database in order to understand who is responding, what organizations are most likely to respond, and how that differs from your mailing list selections. This could give you additional lists to select or ones to eliminate in your next mailing effort. Winter Group has provided a range of creative and market research services to education and library publishing clients.