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Return To Brochures Article Archive   Search the Article Archives Unsure of the Brochure: Marketing and the Postage Increase By Stephen Belth By Stephen Belth Postage has increased, forcing performing arts organizations to expect costs for direct mail increase by as much as thirteen percent. Add this expense to costs for printing, data processing and the mail house, and the need for a better solution is eminent. Traditional mail marketing with no greater service or value will diminish cost efficiency even more. Response rates are already beleaguered, and have been flat or decreasing for many years. If return on a marketing investment automatically decreases because of increased expenses, stakeholders will insist on alternatives. The printed brochure has been at the center of performing arts direct mail subscription and membership campaigns for years. 'Marketing By Brochure' is the standard. Mail campaigns, fortunate to have been developed by a competent direct response agency, have benefited from tricks of the trade. But, even with creative visual design, the core elements of the brochure are the same. Alternatives to brochure marketing, without sacrificing response, are there and have been around for years. In fact, these alternatives not only save time and money, but have also increased results in many cases. Copyright © 2005 Stephen Belth About the Author: Stephen Belth, president of AMN New Media, brings a wealth of successful experience in strategic planning for audience growth, audience research, marketing training, and direct mail. Together with IdeaStar Inc., he provides online solutions for building and retaining audiences and increasing ticket sales. Advertising Jingles

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