Issue #1


	Seven Tips for Successful Lead Generation The generation of a list database expands your communication reach as well as creates a venue for more effective, streamlined distribution. As the list data expands, you are able to directly entice and identify users with more targeted, relevant messaging. The following seven tips are recommended by the Directions Marketing Team to build a solid and successful lead generation campaign. Deliver content via direct mail, e–mail, etc., that is fun, relevant and results in a positive effect in the reader. The reader should want to share it with a friend or co–worker. Layout matters. Design your content to be easily readable and scannable with key takeaways, visually appealing and equally engaging. Devote time and energy to find leads that fit your customer/product profile. Mass mailing to a generic group is not nearly as productive as targeting a smaller, focused group. Save yourself time, energy and, above all, money and focus your resources on the most compatible leads. It will be well worth the investment. Create a realistic target and goal for lead generation. Identify how many leads you are targeting to achieve from the lead campaign. Make sure your numbers are realistic and achievable. Identify what constitutes a lead prior to the execution of the campaign. This makes it much easier to identify if you are at the end–state of the campaign. Have a follow–up plan in place for responding to leads. Retention is very important. Once you entice a new subscriber, you need to keep them interested with fresh messages. As you move forward, test, measure and optimize your content and delivery. Then evaluate based on feedback and improve. Identify the individuals that leave your subscriber program. Discover why they left and manage the problem or concern. If the concern isn't managed, the issue has the potential to spiral out of control. Developing a solid list takes time, planning and resources. Proper planning is essential to develop a filtered and accurate list that attracts your ideal customer. Let our Directions team help you build a successful lead generation campaign. Contact Laura Hunt at lhunt@directionsmarketing.com for additional information.

	Packaging Comps: Connecting Concept and Reality Directions has the capability to develop comps for consumer testing, demo presentations and sales samples that emphasize the quality product and deliver a clear message to the consumer. Realistic comps invite your consumer to truly experience a package through sight and touch. We provide a diverse variety of substrates to adapt to your product needs. In addition, we have the ability to fill comps with actual product, simulating actual weight and package image, enhancing the opportunity to further connect with the package prior to production. Our comps are developed in a creative environment that supports your brand's vision. Our capabilities include but are not limited to: Rolled Product Poly Bags Tubs/Labels Tag Comps Retail Cases Cartons No shape is too different or unique! We enjoy the opportunity to work with the most unique and diverse designs, challenging our packaging and creative teams to develop a realistic comp. Designing to Speak to Multiple Markets Click here to explore WS Packaging's challenges to build awareness and recognition in diverse markets.

	Eye on DI: Employee Spotlight Patti Nelson is the Director of Sales and Marketing for Directions. With more than 30 years of proven sales and marketing success across a broad range of business ventures, Patti provides strong leadership within a team environment that is built on respect for one another while having fun together. Patti has also been involved in many community events and is a longtime volunteer in her church. She has been active with Junior Achievement for the past 14 years and is a strong supporter of the Walk to Cure Juvenile Diabetes (JDRF), helping her team raise a record $53,000 in her first year as team captain.

	Directions Employees Rescue 50 Dogs From Overcrowded Shelter Orphan Animal Rescue and Sanctuary (OARS), along with a number of Directions employees, worked together to rescue over 50 dogs from an overcrowded animal shelter in Arkansas, just outside of Memphis. With the help of volunteers Sally Heenan, Laura Hunt, Judy Diemel, Linda Jenschke, Natalie Nelson, and Emily Anderson, these orphan pups found their way to a no-kill rescue in Neenah, Wis. This month 17 additional orphan pups were transferred to OARS with the help of humanitarian employees at Directions. OARS is a nonprofit, no-kill, volunteer-run 501 (c)(3) animal rescue and sanctuary that is composed of a small network of foster care homes and community partners in Northeast Wisconsin. Their pets primarily come from other local rescue groups and humane organizations that are over capacity. They pride themselves on providing high-quality care, feeding high-quality foods and adhering to strict medical standards to ensure the best care. They rely completely on donations to rescue and rehabilitate homeless pets. Whether focused on developing the latest packaging design or saving a homeless pet, the Directions Team actively connects to serve both our clients and our community. Directions encourages employees to become involved in volunteer activities and community events. Kris Sexton, President and Owner of Directions, strongly supports animal welfare and understands the importance of responsible care and humane treatment of animals. She was recently featured in The Business News, August 3, 2009, essay articulating her support of local animal welfare groups and volunteerism in the Fox Valley community.

	Fast Fact: Did you know our Public Relations department has 38 years of collaborative experience?

	Featured Case Study: In each edition we will feature a client case study, outlining the key adaptations and enhancements Directions has provided to the product line or brand strategy. Click here to view our most recent case study! Featured Case Study: In our next issue, we will discuss the hot topic of social media in the marketplace along with strategies and tips to help you develop a social media strategy that works for you! To learn more about the variety of capabilities Directions can provide, please visit the links below. We encourage you to visit our blog to receive tips on hot trends in marketing and advertising.