Image is Everything

David Weiss

This article argues for the importance of high standards of production in business-to-business direct mail, in order to convey the right values and image in a competitive marketplace.

Image Is Everything

A look at business-to-business direct marketing

David Weiss, Coastal Printing and Graphics

Increased competition in business-to-business direct mail has been one of the many by-products of this booming economy. With hundreds of thousands of individual manufacturers printing some type of significant product catalog each year (the majority of the companies print between 5,000 to 50,000 pieces for their primary book), most businesses are finding it imperative to have a stronger competitive image for their products. Otherwise, they feel they will simply get lost in the deluge. This increased competition for the buyer’s eye has resulted...

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