Effective Direct Marketing – The Krispy Kreme Model

Remember a few years ago when Krispy Kreme ruled the universe? New stores were popping up all over the place and there were lines out the door and around the block.

Krispy Kreme donuts were the equivalent of a guilty pleasure. The Hot Krispy Kreme was nothing like the original glazed donut yet. We thought they were heavenly. We couldn’t get enough of them.

But do you also remember those rare occasions when a stray donut survived the eating frenzy until the next day? Remember the experience of biting into a day-old donut and the accompanying disappointment?

Direct marketing messaging can be like this – especially with marketing taking on more social networking features. Whether we are engaging users through a website or blog, content is king. If your content is as stale as a day-old donut—it won’t take long for your customers to drift away.

This doesn’t mean you have to explore anew every week. This means constantly thinking about how you can…

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