Are you overlooking direct marketing basics?

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DMNews reported this week that HP launched an integrated marketing campaign on June 24 to promote its HP Color LaserJet Multifunction line of printers. The global “HP LaserJet Pays You Back” b-to-b campaign, via Goodby, Silverstein and Partners, includes print ads, events, direct mail, e-mail, banner ads, social media and a microsite.

HP's campaign messaging emphasizes cost-savings for businesses that use the printer line. It has also hooked up with retailers Micro Center, Office Depot, Quill and Staples as part of the direct mail effort.

A DMNews reader, Kirk Nagle from Direct Response Associates in Allentown, commented on the story that he'd recently received direct mail from HP: “I just received a beautiful, expensive mailer from HP. It went to our old address, which we haven't been in for more than two years. I only received it because the mail carrier knows us. Somebody didn't use NCOA!”

Shame on HP if they didn't use NCOA. If that is the case, it's not smart marketing. There is really no excuse; there's no shortage of reputable providers of National Change of Address services. This is basic block and tackle direct marketing best practices.


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