6 Proactive Responses to Negative Reviews

2018 was a strong year for tourism in Vienna. International arrivals totaled around 7.5 million, hotel revenues rose 12% in 11 months, and 94% of Viennese reported a positive attitude toward visitors.

But in this season, the Vienna Tourist Board tackled a new difficulty: negative reviews. While many firms are split on whether to confront or ignore public complaints, Vienna chose a lighthearted tactic, turning so-called “flaws” into strengths by highlighting them in gorgeous photo-based advertising campaigns. In a series of ads mounted in the London underground and in digital bus stops, the Vienna Tourist Board portrayed five fun and beautiful Viennese moments overlaid with mean comments and poor ratings.

In one ad, a romantic picture of a couple cuddled in a boat on the serene Danube was captioned “Boooring!” and given zero stars. To highlight how polarizing comments can drag an experience down, the “See Vienna, not #Vienna” ads challenged readers: “Who decides what you like? Discover your own Vienna.”

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Generate Leads With a Winning Sales Letter

Are you looking to entice a new lead or land a big client? Today’s marketers know direct mail is an especially persuasive medium.

According to 2018 direct mail response statistics, direct mail offered a 9% response rate to house lists and a 4.9% response to prospect lists. And one of the most potent tools of the trade is the good old-fashioned sales letter. Want to grab attention with a persuasive, relevant, engaging letter? Here are a few tips:

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Coordinate Every Brand Touchpoint to Optimize Customer Journeys

What turns you away from a website, advertisement, or a company? Perhaps it’s the message itself or the way a brand is presented. Sometimes the information is just too scattered, time-consuming, or confusing!

Today’s consumers face a barrage of competing messages, so each intersection between a customer and your business is critical. These points of contact, or touchpoints, represent points of interaction with a customer or a prospect at any stage of their customer journey.

Touchpoints provide you critical opportunities to engage leads, build brand awareness, address concerns, market products or services, or to tell your story.

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Cut Through the Clutter with Beautiful Print Promotions

With the glut of digital marketing, average media consumers are staggering under the weight of spam e-mail and annoying pop-up ads. The “digital deluge” has also prompted a volume decrease in snail mail, allowing direct mail and print promotions to take center stage. Print pleases the eye and demands an emotional response, and people today are craving something real!

Today is a perfect time to feature beautiful print promotions. Need inspiration? There are several proven winners.

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Increase Your Odds for Success by Finding a Business Mentor

Bill Gates first met his mentor at a dinner organized by his mom. When his mother suggested the connection, Gates thought he would have nothing in common with him, because this contact was just a “guy who picks stocks.”

It turned out that they had more in common than he realized, and over the years, Gates came to view him as a key mentor and advisor. That man? Billionaire investor Warren Buffett.

Today, Gates has created software that runs in most of the computers on the planet. He is a billionaire philanthropist who has given away more than $28 billion while working to eradicate polio. And Gates says that one of the most important things Buffet taught him is that success is not found through net worth but by “having people you care about loving you back.”

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Why Direct Mail Marketing is a Brilliant Investment

When email marketing began around 1978, its low cost, speedy delivery, and great response rates made marketers wonder if direct mail would disappear forever.

Today, that couldn’t be further from the truth. An overload of digital messages has caused open and click-through rates to decline substantially, and many spam filters and firewalls block emails altogether.

At the same time, a volume decrease in traditional mail has allowed direct mail marketing to rise to the top of the mailbox, being noticed, read, and responded to more frequently. Need proof? Here are some stats to consider:

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How to Produce Thoughtful Designs that Generate Big Results

Design is a process that turns an idea or a requirement into a finished product.

While many people believe designs just “happen,” that isn’t the case. Some designs may come together quickly, but generally, there are many stages along the way. Whether you need full-service graphic design or collaboration together along the way, it can be helpful to approach the design process in stages.

Want to produce more inspiring designs? Approach the process in a strategic, focused way. Here are four key stages:

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