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They then recommend that 20 percent of your marketing spend be dedicated to what they call “sustaining innovations.” These would be similar to what you have been doing, but different enough that you may be able to get a better ROI. So instead of following up those direct mail postcards with a telephone call, perhaps you offer the recipient a personalized Web URL where they can go get more information about a specific offer and, in the process, begin a dialog with you.
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- People:
- Greg Stuart
- Rex Briggs
- Places:
- United States
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