A good breakdown of email vs direct mail marketing showing that traditional direct mail still has a place in marketing communication.

Featured in just about every corporate headquarters around the world. Appearing sometimes in the foyer, sometimes in the boardroom, sometimes in the tea room, the mission statement is an attempt to put int one sentence what the organisation is all about.
It is instructive and somewhat cringe-worthy to read the mission statements of the fortune 500 companies.  
Here is a list of some of the most used words to be found in the mission statements.

• Innovative
  
• Solutions
  
• Strive
  
• Exceed
  
• Leader
  
• Premier
• Growth
• Deliver
• Dedicated
• Value
• Superior
• Leading
• Excellence

Although these fortune 500 organisations may be very good at what they do, coming up with an original mission statement is obviously not high on the agenda.

95% of people are imitators, which makes 5% initiators.
A saturation campaign can still fail if you do not influence the behaviour of the influencers.
Identify who your target market really is. When I worked on a campaign to try to get butchers to order good quality cuts from recognised and reputable distributors, we realised that we had only to change the preference of the 'king pins' in the industry to get most of the rest to follow. This means really getting to know the influencers. Spending time with them and working out what motivates them.

Direct mail or non-digital media are sometimes written off as old fashioned and ineffective, but OgilvyOne shows that done well, it still has the ability to cut through and generate results.

The objective of the ‘Sally’s First Show’ campaign developed by OgilvyOne Melbourne was to increase donations by about 23% on the previous year, while mailing to a smaller audience.

Seeing a live performance can change the course of a child’s life and career. But if you live far away from a theatre – or you don’t have much money – it’s hard to get the opportunity to see a show.

To give as many Victorian primary and secondary students access to as many live performances as possible, Arts Centre Melbourne set up the First Call Fund. Since 2008, the First Call Fund has enabled over 15,000 Victorian students (and their 1520 teachers) to experience the performing arts at Arts Centre Melbourne, many for the first time. This inspiring program is funded through the generosity of donors.
Read the full article here.