With new tools such as e-mail, Twitter and Facebook, businesses today have more ways than ever to reach current and potential clients. At the same time, however, people have become adept at tuning out what can seem like an endless barrage of information. So, the question is: Which methods increase the likelihood consumers will listen to your message?

The answer lies in the convergence of old and new methods, says Steve Cronin, President and CEO of Mercury Print & Mail. The Pawtucket-based company specializes in incorporating technology into traditional direct mail campaigns. One main strategy includes the use of Personal URLs (pURLs) – websites targeted to an individual’s profile through the use of customized text, graphics and specific offers – to increase effectiveness and efficiency. “We help our clients use data as efficiently as possible to establish a much closer relationship with customers and prospects,” says Cronin, who is also Chairman of the Chamber’s Small Business Council. “If the companies don’t already have the data, we can also help them obtain it.”

The company employs about eighty-five people and generates about $9 million in annual revenue. In total, $173.2 billion was spent on direct marketing in the United States in 2007, accounting for 10.2 percent of the country’s GDP, according to the Direct Marketing Association.

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