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White Papers

White Paper Icon The Marketing History Database: Leveraging the Value of Your Customer and Prospect Data

For all the talk about content being king and the context of the advertising being critically important, most marketers have known all along that finding their specific target audience is the real key to getting great results. Technology now allows marketers to create, maintain and learn from an enormous amount of data about their customers and prospects.

White Paper Icon Hidden Opportunities: How Healthcare Reform Impacts Marketing Efforts

The face of healthcare marketing is changing. Now is the time to evaluate all of your health insurance marketing efforts and pilot new ones. The new landscape is ripe with opportunities.

White Paper Icon Marketing Without Boundaries: Implications of mobility in a multi-platform world
Consumer expectations have changed dramatically in the past year. Marketers risk disappointing customers if they can’t fulfill consumers’ wishes immediately.
White Paper Icon How to Fail in New Media: Six Strategies to Keep in Mind
Emerging technologies, multiplying media and new methodologies give you more opportunities to get your marketing messages across in dramatic, new ways. In addition, new media give you the opportunity to cost-effectively create additional brand experiences that reinforce your image. Unfortunately, new technologies also give you greater opportunities to become the subject of one of those entertaining stories of high-tech failure we love retelling. And that's not so terrific.
White Paper Icon Evaluating Marketing Strategies: How to Leverage Your Marketing Dollars for Greater Impact

This paper will provide you with the methodology for determining which of two classic strategies is right for you and your situation. It will then give you the tools to prove your strategy is right — even before you execute your campaign.

White Paper Icon Hacker Group PowerTest® Strategy: How to find a control fast

Traditional testing methodology tells us to 1) test only one thing at a time, 2) always test head to head and 3) always test statistically valid samples. This works fine when you have lots of time. But what if you need to know what will work for your product and target audience right away? Here's how to find a winning marketing strategy in a hurry.

White Paper Icon Making the Rules Work: A Briefing on Medicare Marketing

In order to make the rules work, you need to know them. CMS rules for marketing Medicare change each year, so — of course — it’s essential to keep up with them. However, some things about marketing remain constant. This white paper discusses how to use the rules to your advantage.

White Paper Icon Making Every Word Work Harder: The High-Performance Copy Checklist

You have your list locked in, your offers are compelling . . . and now it's time for copy to do its job. Don't let your program collapse with creative. Before you sign off on any piece, triple-check the copy against this handy Hacker Group checklist. When you can say YES to all these points, your copy is good to go.

White Paper Icon Product Pricing and Margin: Their Impact on Direct Marketing Strategy
Failure to understand how product prices and margin affect strategy is one of the biggest mistakes marketers make when planning direct marketing campaigns. When the strategy is wrong, the best offers, media planning and creative in the world can't save the program.
White Paper Icon 6 Ways You Can Avoid Irrelevance in Business-to-Business Direct Marketing
Every day, direct marketers shoulder the responsibility of helping our clients make sales and hit their ROI expectations. We're held accountable for deadlines and bottom lines. We're vulnerable and exposed, which is why we can never let our clients down. Unfortunately, the advertising mindset is starting to find its way into direct marketing, but with results on the table, the stakes are much higher. How can B2B direct marketers continue to make direct marketing relevant to the bottom line? We must adhere to these simple tenets.
White Paper Icon The 10 Commandments of Business-to-Business Direct Marketing
When programs fail, the marketing manager takes the fall no matter how much "help" they receive from others on the team. Much of the help others give is personal opinion, rather than professional judgment. You constantly hear things like "That doesn't sell me" or "I wouldn't respond to that" — all from people who don't even qualify to purchase the product. You can defend yourself from the well-meaning interference of others and reduce your chances of error dramatically by avoiding the mistakes others have made. Just follow these 10 B2B direct marketing commandments — professional, not personal, judgments — proven in head-to-head testing.
White Paper Icon 10 Things You Should Know to Avoid Direct Response Disaster
Do you make any of these marketing mistakes? This quick list of direct marketing rules could save your strategy and make you a marketing hero.
White Paper Icon Offer Strategy: The Rules for Getting It Right
Choosing the right offer for your company, your specific sales organization and your specific product isn't as subjective as you might think. Like everything in direct marketing, there are rules. Follow them and you are on the pathway to success.
White Paper Icon Your Expanding List Universe: How to Sell More Even When You're Already Mailing to Everyone

It is the objective of all sane businesses to grow — to bring in more money by selling more to the market. The trouble is, many marketers have a constrained universe of potential customers. This white paper offers creative ways to do three things: 1. Maximize the list universe you currently work with 2. Find new ways to expand that universe 3. Ensure the packages you have in the mail keep pulling high responses for as long as possible