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On a gorgeous Sunday, November 18, James had the opportunity to speak to a mixture of students in both the graduate and undergraduate programs at Harvard University. Additionally, small business owners and corporate executives from all over the world were in attendance.
The event was part of the Industry Insights program, which is a series of talks related to business and marketing. This event focused on branding. For the students, James shared marketing and branding strategies in terms of the students building their own brand that would help them land their dream job. For the business leaders, James shared how we are using direct mail to get results as high as 742.38% ROI with the recent boomerang mailer as well as our recent compass mailer, where our ROI went from 74% to over 550% by adding a chance to win 2 Celtics tickets, limo ride, and $150 in cash. One simple video email sent as a follow-up reminder increased our response rate from less than 1% to over 4.5%.
James shared the stage with Dean Whitney, the founder of the digital marketing agency Aericon, who also shared his insights on branding. Additionally, Michael Drew, who is known as Mr. X, shared how for the past 10 years he has been able to get more than 70 consecutive books onto best seller lists.
Overall, it was a great experience, and — based on the response of people who ran the event and the people in the audience – James may have the opportunity to speak at Harvard again.