"While email has replaced direct mail, social media is headed to be the next preferred method in the evolution of driving booth traffic."
– Steven Marchese, CTSM, manager, corporate events, Fujifilm Medical Systems USA Inc.
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"Direct mail is not the powerhouse it once was, but hard-copy event invites are still more memorable than emailed ones."
– Holly Seese, global marketing communications manager, Celanese Corp.
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"Direct mail must focus on a target market with a specific message. Without that, there's no benefit."
–Dominique J. Cook, CTSM, trade show coordinator, Marvin Windows and Doors
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"Direct mail is back in vogue because few companies are using it. So a creative mailer is more likely to get read."
–Eugene Maresh, co-owner, Say it With Style Targeted Promotional Solutions
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"People over the age of 50 have an emotional attachment to letters that people under the age of 50 never developed."
–Keith Goodman, vice president, corporate solutions, Modern Postcard
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"The most effective direct-mail projects start with a solid mailing list. A bad list yields a bad return."
– Dan McAdams, vice president of sales and marketing, McAdams Graphics
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"A successful campaign is 60 percent identifying the target, 30 percent making a compelling offer, and 10 percent creating a unique piece."
– Mike Naples, business alliance manager, United States Postal Service
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"People ask me all the time, 'What is the single best media for exhibit marketing?' But there is no single best media. The magic is in the mix."
– Jefferson Davis, trade show marketing and sales consultant, Competitive Edge
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"Email is brilliant for lead nurturing, but not for lead generation. If your message is seen as spam, you're hurting, not helping."
– Joy Gendusa, CEO, PostcardMania
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"An interesting shape is the best way to generate attention. Priority or overnight mail doesn't cut it anymore. It feels wasteful."
– Rhea Cook, president, Ex Machina Design X Marketing
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