Even smart B2B marketers make mailing mistakes. I was reminded of this recently when a client asked for help with a direct mail piece.

Naturally, we asked questions such as: Who’s the audience? Is mail the most effective and least costly way to reach them? Which database/list is being used? What’s the key message? What is the call to action? Is there an incentive? What is the timing?

Next, the most critical question: Have you tested the list, the message and the offer so you know what kind of response to expect?

If your offer is too good, you could break the bank; if it’s weak, you’ll have negative ROI.

Lastly, how will you track results? What is the follow-up—repeat mail, e-mail or phone? Then, what’s your plan for holding on to new customers gained?

This is just a short list of things to consider prior to sending out a mailing. Do you have more to add to the list?

Another season of Project Runway has started. And, as always, the designers are rushing to get ground-breaking designs done under near-impossible deadlines. The show reminds me of somewhere—oh yes, work.

I only mention the show because it got me to think about Pantone’s seasonal color picks for 2010. They just announced what’s “in” for spring. Check out the fashion color report here to see what is currently “in” (And, check out my previous blog post see what was “in” for fall). Designers in all fields, including b2b marketing, can benefit from knowing what colors are in. Good news for Canyon, turquoise is at the top of the list.

My favorite quote from the report is “practical neutrals provide a safety net for cautious consumers.” But, Heidi Klum said it best on Project Runway, “Colors, one day you’re in and the next you’re out.” You are so correct Heidi.

Will you be incorporating some of these new colors into your spring design work?

Recently, I came across my five-year plan dated December 2005. It listed several personal, professional, philanthropic and financial goals with some success metrics and a specific timeline.

I have one year left and I’m not even close to reaching some of these goals. I began to reflect on whether I should cram hard to reach some of my loftier goals in 2010, or throw in the towel and give up—admitting defeat.

However, I realized that several things have changed, which affect some of the success metrics and variables in my plan. I’ve also accomplished several things that didn’t even occur to me when I developed this document.

My personal plan is a lot like strategic planning for B2B marketing—every plan is a fluid and tentative document because, quite frankly, things change. When running campaigns, we constantly discover new things and learn more about our clients’ ever-changing markets.

And, with all the metrics we can gather, we can turn on a dime when we need to redirect or expand our campaigns. So I say, if it ain’t broke don’t fix it. But if it is, fix it fast!

After much deliberation, I’ve decided not to abandon my five-year plan, or kill myself trying to accomplish the tasks. I’m going to revise the plan and tack on a few more years because now, I want to achieve even more and in less time.

Have you changed one of your marketing plans as a result of market or industry changes, economic conditions, or other occurrences?

According to a post I read last week on sfnblog.com, most local news still originates from newspapers. I must admit, with the recent explosion of social media, I was a bit surprised to read this (I confess, I don’t always turn to my local newspaper to get news). However, as someone working in public relations, I was relieved to read it.

I realize that newspapers are shrinking in numbers, size and readership; however, I find it comforting to know that the papers that still exist are publishing fresh news—and news that other communication channels like TV, radio and new media are repurposing and publishing. For PR pros, this means that newspapers are still looking for fresh content!

The post goes on to say, “If the bottom falls out for newspapers, sooner or later, other outlets suffer too.” I don’t agree with this 100 percent but I do think that newspapers are critical to mass media and that if newspapers continue to disappear we’ll see a shift in the type of news that is reported and certainly in the speed of its dissemination.

Do you think local newspapers and their Web sites are still valuable places to get fresh and breaking local news? As a PR professional, are you still targeting and pitching your local newspapers?

Photo courtesy: www.flickr.com/photos/lulupine