5 More Surprising
Marketing Forecasts for 2009—Part 2
By Craig Huey, president of
Creative Direct Marketing Group
2009 is all about shaking up the marketing industry
as you know it. The recession will have far-reaching
effects, but that’s not the only challenge that lies
ahead. Here are the last five forecasts to help you
prepare for the rest of the year.
Forecast #7: The shopping cart insanity will end in
It’s time to transform your shopping cart into
another direct marketing opportunity. Forget
multiple pages with a boring techie
Most marketers lose more than half of their sales to
shopping cart abandonment. But that will change in
2009 as online retailers rush to stop the bleeding.
The smart direct marketer will use the following 2
1. A seamless ordering process. Streamline your
process so only one or two clicks are required to
place an order or submit an inquiry.
2. Direct response copy and art in the shopping
cart. Use testimonials, sales copy, product
information, a guarantee and direct response
graphics throughout the process to keep your
• Review your shopping cart.
• Take another look. Is your shopping cart missing
copy and art? Is the guarantee placed where your
prospects fill in their name and credit card
Forecast #8: Direct mail is about to be outlawed.
Impossible? Not at all. Both state and federal bills
proposing “do-not-mail” lists threaten to stifle
direct marketers. This would cripple, if not
destroy, the industry.
And it’s not just politicians, but also several
groups like GreenDimes and 41pounds.org that are
launching campaigns to stop direct mail.
Direct mail marketers have always supported the
Direct Marketing Association’s “opt-out” lists, but
these new renegade campaigns seek to demonize direct
mail…even though many consumers say they want the
offers they receive. (Obviously they do, because
Environmental activists are now in positions of
power in Washington. Their actions will also affect
paper costs as they push for recycled paper use.
• Write to members of Congress and your local
representatives and tell them that “do-not-mail”
laws would cause massive job losses across a number
of industries, affecting USPS® workers, thousands of
businesses, manufacturers, printers and the
already-suffering paper industry. (I expect roughly
25 states to consider this legislation.)
• If you’re using recycled paper now, take advantage
of a public relations bonus by letting your
customers and prospects know it.
Forecast #9: The list market will grow by 25% in
2009 (more than double 2008’s growth).
The recession will put more new mailing lists on the
market as companies enjoy the easy extra revenue
that list rental brings.
Postal mail and email lists will be in big demand by
direct marketers looking for niche markets. You
always have approval of the pieces that are sent
out, and the rental is for a one-time use.
• Take a look at your email and postal mail lists.
Forecast #10: Market shift arrives: Maturing Baby
Boomers and Generation Xers change your product
As the oldest of the Baby Boomers prepare for
retirement and Generation X is entering their 40s,
their needs are changing. In response, smart direct
marketers are adjusting their marketing and product
Baby Boomers care about investment issues, health
matters and vacation packages. Generation X will now
be taking the Boomers’ place in the post-30s
demographic and will have their eye on child
raising, mortgages and long-term financial planning.
Businesses impacted by these changes must shift
their marketing strategies to reach prospects. For
example: Baby Boomers love premiums. Generation X
• Take a close look at your marketing and product
mix for Boomers and Gen Xers. Remember that no one
likes to marketed to as an “old person,” which is
why Cadillac has redesigned its cars and reinvented
its image. Oldsmobile didn’t…and paid the price.
Forecast #11: Format shift: The magalog and bookalog
Postal mail continues to be the #1 avenue for most
aggressive marketers to reach prospects. In an age
of skepticism and declining response rates, a huge
number of marketers will use, for the first time,
magalogs and bookalogs. These formats are an
unbeatable way to reach prospects.
Magalogs are powerful sales pieces that resemble
traditional magazines. Typically 16 to 24 pages
long, they feature one central article with several
supporting sidebar articles. With great direct
response copy, your prospects will be drawn into the
article, and you get an excellent opportunity to
make a full pitch for your product or service.
A bookalog is similar but resembles a paperback and
typically runs about 100–150 pages long. This type
of sales piece has been used successfully for both
business-to-business and consumer
Both of these have immense potential for sales and
are a key example of how great direct response copy
and strategy can deliver proven measurable results.
• We have some case studies on our website that can
really give you a fresh perspective on direct mail
If you missed the first six forecasts for 2009 click
---Source: Craig Huey is the president of
Direct Marketing Group (CDMG), a direct response
agency. Reach him at