Author: Wes Sparling

Wes is an accomplished marketing strategist and direct marketing expert with more than 25 years experience, providing strategic marketing solutions to more than 100 blue chip clients. He works with clients to effectively use traditional broadcast media, non-traditional media, online marketing, and direct mail marketing to drive results, evaluating the effectiveness of current marketing efforts and setting strategic direction for future campaigns. Wes is responsible for providing executive leadership, strategic direction, campaign strategy, and scientific test design. He believes nearly every element of the marketing mix is (and should be) measurable and accountable. An agency founder, entrepreneur and direct marketing expert he has held executive roles at firms including: Hunt Marketing (Hunt DDB Direct), Cramer-Krasselt, and Direct Partner (RAPP LA – An Omnicom Company).

Effective Marketing Is a Balance

Effective marketing is a two-pronged effort. There’s marketing for the purpose of brand building and positioning, and marketing for the purpose of getting, keeping, and growing customers. While both approaches have the goal of improving corporate revenue by increasing sales, these two types of marketing efforts are distinctively different from one another. Historically, Direct Response […]

Insights to Inform Your 2023 Marketing Plans and Strategies

Omnichannel diagram imagery

As we head into Labor Day Weekend, the telltale signs of fall are beginning to appear and brands are starting to think about next year’s marketing plans and strategies. One continuing issue for direct marketers is finding the right balance between data and personalization to power successful campaigns. I was recently asked to write an […]

When the Cookie Crumbles, Direct Mail Data Matters More

Young girl eating cookies

By now you have more than likely seen headlines declaring in one form or another the death of the third-party cookie. You may also have questions about what this means to your marketing programs and what adjustments you’ll need to make. What marketers should know is that while this one door of available data is […]

What Does it Take to Create Great Direct Marketing?

Man on a video call while working with data

It’s a big question. True direct response marketing starts with putting relevant, personalized marketing communications in front of targeted prospects. Done well, great direct marketing campaigns target more than just small groups with similar demographics―they target individuals. Every mailpiece or advertisement should reflect the needs of the individual targeted. Effective direct marketing drives response by […]