I hope I got your attention with such a politically charged headline. However, the “Trigger” in this instance has nothing to do with guns. “Big Data” and sophisticated analytics are accelerating the benefits of Trigger programs for direct marketers.

So what is a Trigger program in direct marketing terms? A simple definition would be a customer connection that is made or “triggered” based on a lifecycle event in the marketer / customer relationship. You probably see where this is going. Robust data collection creates an ever expanding set of lifecycle events that create the opportunity for effective connections.

It is rare that we here at ADI talk about fashion, more often we are promoting it for our retail clients, but the “Rain, Heat, and Snow” line being developed by the Wahconah Group bears mention. While many will see this odd move by the USPS as simply a way to try and generate revenue, something else sticks out to me.

Whether your business sector is strong or weak right now, we are all seeking clients and vendors with whom we can form ongoing relationships. Along with people that look to work with other organizations that are committed to seeing both parties benefit (win-win relationships), there are those that desire to “seal the deal” that maximizes their gain regardless of the impact on the other people involved. Considering what is best for the other party is simply not in their DNA.

Why should I look to see that my client or vendor supplier will benefit? I offer several reasons. Some are fairly obvious while some are not.

The art of stress-free productivity is the subtitle of David Allen’s national best seller, “Getting Things Done.” He’s been called “The personal productivity guru,” and “One of the most influential thinkers on productivity.”

Where do we begin? By understanding that we are all jugglers! The very best professional jugglers perform their art effortlessly, like a golfer who understands the difference between powerless effort and effortless power.

David says it this way, “It’s possible for a person to have an overwhelming number of things to do and still function productively with a clear head and a positive sense of relaxed control.” Huh, a “positive sense of relaxed control.” I like that. In the zone! He adds, “That’s a great way to live and work, at elevated levels of effectiveness and efficiency.” Got my attention!

Remember the Hardee’s/Carl's Jr. commercial about cheese paper? The marketing concept was that once the delicious burger has been consumed, eating the cheese off the paper is an extra, added bonus. In my experience, the cheese paper deliciousness quotient is a function of the establishment, the paper itself, the beef, toppings, condiments, and the type of cheese. Some cheeses are too liquid at high temperatures and tend to merge with the fat and condiments, like American cheese. It’s generally a waste of time trying to eat American cheese off the paper around a huge burger. Yes, I have given cheese paper a lot of thought, and I consider myself somewhat of a cheese paper snob. I understand the core product is the burger, but good cheese paper makes the burger that much better.