Laura DiPietro, Vistage chief marketing officer, says that although direct mail has always been a key element of her company's strategy, the organization's direct-mail pieces were "blah" before Vistage began working with SalesBrain, a marketing company that specializes in neuromarketing.
's old direct pieces were very conservative, with visuals of white men in their fifties, says DiPietro
associates learned from SalesBrain
that the look didn't elicit an emotional response in prospects, and therefore wasn't memorable, nor did it motivate consumers to take action.
began the makeover in May, and the company's direct mail pieces and Web site now feature elements that resonate far greater with their target customers.
"We've really tried to modernize our direct-marketing tools by including something based on neuromarketing.
Our new pieces incorporate a more active sense," says DiPietro