There is always a way to turn lemons into lemonade. So how about a built in way to save on marketing expenditures during this downturn WITHOUT cutting your budgets? According to a recent article in the Wall St. Journal,
"Americans changed residences less often last year than at any time since the Census Bureau began keeping track in 1948, the latest sign of how the recession and falling house prices are keeping more people in place."
This translates into less returned mail due to the lack of a forwarding mail address. It means less data spit back at you from your quarterly NCOA audits. It means your response rates could tick up. All of that means less costs and more sales. So rejoice all you direct marketers - the downturn has a financial upside.
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