Beating the Sort

Ah, spring is in the air. Overcoats slip into hibernation; the lone 3 trees in NYC start budding; subways emit that uncatogorifiable funk of the highest standard, but most importantly, attitudes change from winter gloom to spring perkiness (walking through Times Square, I actually got some smiles as opposed to the usual hand signals known as 'sweet urban charm').

It is a time of rejuvenation, which brings me to my point.

When I got home tonight, my mail, as usual, was shoe-horned into the box like Shakira in a dance outfit. Catalogs were abundant:

• International Auto Parts (good start)
• CB2 (ok, kinda cool)
• Harry and David (I need another Tower of Treats before beach season like I need higher taxes)
• Solutions (my wife loves this catalog and I have a closet full of the stuff to prove it)
• Winter Silks (ugh!!)
  
• Walter Drake (Bunion Remover? C’mon. Really?)

As I was flipping through the stacks of glossy pages, it occurred to me that between the printed pieces that come via Pony Express and the electronic messages that abound on my PC, I get the feeling that people might just be trying to take advantage of all the loveliness of the season and everyone’s good spirits to “reach out.”

For the marketing-inclined, it’s probably a good time to give all that material a thoughtful look to see what compels, what motivates the motor action of your delete button finger, or spiral hand-off to the rubbish bin:

• Is the information fresh, or yesterday’s news?
• Has the piece been personalized and does it speak to you, or do you scratch your head wondering how the heck they got your address?
  
• Is the contact information clear and concise or frustrating?
• Is there any information that’s actually useful?
  

Thank goodness for sharp Marketing Wizards that not only know how to reach out, but to actually touch someone and make a real difference. You might not think about it, but the wealth of knowledge at the fingertips of a quality Compliance and Marketing Document Solutions partner can be a solid source of all the hot solutions and communications marketing avenues your firm can take full advantage of. You might want to call them and pick their brain. Many times, it’s that one, small additional idea that can pole-vault a good campaign from silver, over the top to Olympic Gold.

Now I’m looking through the Dr. Leonard’s Healthcare catalog. Jumbo Bath-Handle Grip, Amazing 30-Second Hair Transplant, Miracle Magnetic Bracelet and Ultra Blue Foot cream are all looking pretty good to me…

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Tony Anzivino hails from the greatly misunderstood state of New Jersey. He's worked in Financial Shareholder Communications world from the age of 12, starting with Janitorial duties at his Father's firm. He likes biking, hiking and ketchup.