Here are some cool fact that you can share with your colleagues to make you sound smarter thn you really are.

1. Traditional media appear to in decline. Only 7% advertise on radio (down from 10% last year). And 16% buy direct response space (down from 23%)
2. Inbound telemarketing is used by 17%, down from 21% in 2007. And 20% conduct outbound calling-the same as last year.
3. Card pack usage rose four percentage points to 10%. But statement stuffer use fell by half to 9%.

In the Spotlight: TRAINFEST

If you are in Milwaukee during the weekend of November 8-9, plan to attend Trainfest – America's largest operating model railroad show. The event attracts visitors from all over the U.S. and is a great way to explore the world of model railroading.

Recently, Mercury began implementing an e-mail blast campaign for Trainfest and we just had to share the results. The first e-blast had a phenomenal Open Rate of nearly 60% – almost 3x the industry standard of 22%. Plus, the e-blast had a Click-Thru-Rate of 47%, meaning that 47% of the people not only opened the email but  clicked over to the Trainfest Web site – the industry Click-Thru-Rate is only 0.42%. WOW!

Best of all, the Trainfest Web site traffic tripled with 75% of viewers being  “New, Unique Visitors.”

Click here to see more of the Trainfest campaign.

MARKETING INSIGHT

Online with the Older, Wiser, Mature Demographic

The segment of the population now reaching 62 years of age and older is nearing 17 million in the U.S. Many folks believe this segment is not online. The information below shows the mature demo is indeed online with everyone else.

The 62 and over crowd spends an average of 44 minutes per day online, with web activity ranking:

• 59% - Search Engines
• 59% - Contact Family & Friends
• 48% - Health
• 43% - News/Events/Weather
• 41% - Travel 
• 24% - Finance & Banking
• 21% - Playing Games

Advertising opportunities increase in such categories as pharmaceuticals, insurance, packaged goods, and travel and entertainment.

Does your marketing mix include the mature audience? If so, what are you doing to reach this aging demographic in a relevant way?

AGENCY NEWS

Mercury connects to the mature demographic by promoting “The Popper.” PR and marcom efforts are building awareness of this product that quickly, safely and easily opens many popular brands of blister-packed medications. The tactics have provided momentum leading to first product sales through increased Web site traffic. www.freethepill.com

SHOOT THE MESSENGER (some feedback)

Interested in discussing how your marcom efforts can take advantage of new trends and behaviors? Contact us, we are happy to help! Write us at messengerofthegods@mercuryww.com, call us at 262.782.4637 or come over. The coffee is always brewing.

Feel free to pass this message to a friend by clicking the link at the top.

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