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Recent blog posts

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, ”2016 New B2B Marketing Trends,” identifies 2016 B2B marketing trends, those that are predicted to be on the rise, and others that are falling by the wayside. Trends are what they are, and trending statistics should be taken seriously as opposed to a “flying by the seat of your marketing pants” approach.

Both marketers and their clients, as well as any organization looking to successfully market its brand, need to take the long view versus the myopic hindsight approach. Here is interesting story that was shared with us that defines the myopic perspective.

A Chevy car dealership in a local market looking to advertise on a local television affiliate’s programming schedule, (day-parts) balked at the salesperson’s proposal to run ad spots in the Jay Leno show back in the day. The salesperson then ran more statistical data to demonstrate why the dealership’s primary target, adults 18-49, was a highly ingrained viewing group on the Jay Leno show, and that this ad buy would be not only be an efficient one, but would also raise the probability that the dealer's ROI would improve.

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, ”Marketing By Mindset Segmentation Versus Generation,” explains why marketers and organizations should be focusing their marketing initiatives based on market segmentation mindsets as opposed to lumping their targets into generational marker dust bins.

Over two centuries ago, (as early as 1880) generational identification markers began. The first generational marker was coined by Gertrude Stein as the “Lost Generation” (those born from 1880 to 1900). Further, The Lost Generation marker was also advanced by Earnest Hemingway in his book, “The Sun Also Rises.”

Primitive data collection ensued starting with the Lost Generation, and organizations and marketers began the idea of being able to construct their marketing strategies based on whatever information that could be gleaned from the Lost Generation’s lifestyle habits, beliefs and challenges. Fast forward to the 21st Century, and we now have a collection of several generational identification markers. Question; are marketing strategies being lost on the idea that it’s all about generational targeting?

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post,” How to Handle Any B2B Sales Objection,” discusses ways to handle sales objections.

In the days prior to the explosion of the Internet, and the offshoots of digital communications, such as social media channels and instructional videos, the sales process always ended up being a one to one, or a one to several group sales presentation for decision makers in the sales end game.

During this pre-Internet boom, many great sales managers who trained their sales staff with the latest documentation, books, surveys and techniques for closing sales, no doubt remember the “12-9-6-3” rule, in that if you contacted 12 targets, 9 would actually take the call if you could navigate past the appointment blockers (receptionists, secretaries, etc.), 6 would actually make an appointment, and 3 would actually keep the appointment. Odds were good that 1 of the 3 would make the purchase.

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post,” Why Print Will Never Die,” uncovers world trends that support why printed collateral is living well beyond the naysayers pessimistic views of print being a dying industry.

Before we delve into our blog post, we would like to honor the life of Prince Rogers Nelson, a music icon that changed and enriched our lives across the globe for over 4 decades. His passing today, while unexpected, took the world by shock in that we have lost yet another genius. He will be sorely missed and we send our prayers and condolences to his family, fans, and loved ones. Rest In Peace Prince, and thank you for sharing your gifts with us.

Now, in order to ascertain the print industry’s long term viability we should look at comparing the print industry to other media industries, in particular, that of network television, since many media agencies still sink millions into television and consider television the lion of media.

According to Johan Liedgren of the Print Mag, “The ancient bloody violence at the Colosseum had one thing in common with network television: you didn’t pay directly to watch it. Someone else did. The satirical poet Juvenal (A.D. 100) described the free Roman games as “Bread and Circus” — handing out cheap food and cheap entertainment as a way for the emperor to gain popularity with the common people. And yet today, it’s this same model that should replace the lingering plague of 30-second spots.”

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