Diets don’t work! Yes, you lose weight, but about 95% of people who lose weight by dieting will regain it in 1 to 5 years. Since dieting, by definition, is a temporary food plan, it won’t work in the long run. Moreover, the deprivation of restrictive diets may lead to a diet-overeat or diet-binge cycle. And since your body doesn’t want you to starve, it responds to overly-restrictive diets by slowing your metabolism, which of course makes it harder to lose weight.

Wait a minute?!  Aren’t we talking about marketing?

Yes, we are, and hopefully you understand the analogy.  Smaller countries (which translates to smaller budgets) get an idea to do something that is “viral” because, that will be less expensive, right?  WRONG!

Southern Italy’s viral campaign for free or super inexpensive villas…yea, it made the news cycle but realistically what type of people did it attract?  For the most part, not the people southern Italy had hoped for.

In the business of tourism, North Star Multimedia sees a disastrous trend where social media and going viral are cost-efficient shortcuts to success.  NOT SO JOE!  Remember, DIETS DON’T WORK!

So you might be thinking to yourself, “ok, Mr. Smarty Pants – what should we be doing?

Thanks for asking!  After Covid-19 and quarantines, we believe, and we see a sort of desperation to re-connect as humans and NOT ON SOCIAL MEDIA. Our particular experience is primarily deploying strategic and long-term investments of direct mail campaigns to the top 10% of household incomes in America.  We have the ability to do that on a weekly or monthly basis in as low as 20,000 piece increments, and we can schedule direct mail in the millions of pieces per month.

For our Super PAC clients, we have delivered millions of custom, well-designed and strategic mail pieces for various political campaigns.  Not that our mail gets 100% of the credit, but EVERY campaign we have been hired to do direct mail for, their candidate either got elected or re-elected. In the United States, roughly $3.6BILL is spent for federal candidates (President, congressman and senators) with direct mail.  If it is good enough for them, why not you and your business?


A positive feature of using direct mail for marketing is tangibility. Your target demographic can feel the mailer in their hands—not through a screen, and a well-crafted piece of direct mail can sit in a potential tourist or investor home for days or weeks after it’s delivered, offering continued impact. Direct mail is harder to miss its message as fast as closing an email or changing the channel. People are more likely to read your mailer and then have, at the very least, a processed subconscious memory of seeing Sardegna’s message.

To make the most of this tangible moment with voters, you can use personalization tactics to increase consumer interaction. Variable data printing makes it easy to personalize direct mail political campaigns of all sizes with customer names, addresses, voting history, and various other data points to catch recipients’ attention. Make mention of the ability to create versions highlighting local or regional hot topics.

Personalized content goes the extra mile in the same way that a handwritten note feels more special. In a recent study from Epsilon, 80% of respondents said they were more likely to engage when offered personalized marketing experiences, and the same study supports that 90% of customers found personalized marketing appealing.

Remember, people are craving the personal relationships of travel and other cultures, not just a pretty picture!  Connect with North Star Multimedia today, so we can strategize on how to set up an annual marketing investment for long term returns.

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Robert Baker – Marketing Wizard

North Star Multimedia is the entrepreneurial vision of Robert Baker, affording over 35+ years of professional experiences in marketing, sales and commercial photography.

Freelance writer and photographer published internationally in major publications.