Page 89 - Visual Marketing

Why It Works Takeaway Tip Stiglitz. Rather than
having 100 percent
“We have many small business When creating download- custom graphics,
owners as clients and we know able content pieces, such VerticalResponse uses
that they are challenged for time as white papers, reports, stock images to lead
since they have to ‘wear a lot of or guides, make them by example and illustrate that
hats’ running their own busi- visually appealing with marketing a business doesn’t
ness,” says Kim Stiglitz, direc- stock images. While stock have to be hard or expensive.
tor of retention and conversion images aren’t right for
marketing at VerticalResponse. every situation, they can Success Metrics
“We firmly believe that by creat- play a role to quickly and
ing simple, quick, and easy-to- inexpensively add visual • VerticalResponse’s guides have
use free guides, we can enable interest and break up large been downloaded 35,000 times
our clients to be more successful expanses of text, especially in the past year alone.
with their email, direct mail and in “workhorse” pieces.
postcard marketing.” • The “50 Ways to Grow Your Email
List” guide was downloaded
The guides get right to the point 2,500 times and is the third most
with short tips. They use stock popular guide in the past year.
images for visual appeal, a fact
that is deliberate, according to

MUCH MO RE THAN JUST A W E BS I TE 68