Love by the Book
So how was your Valentine's Day? If you live in Alexandria, VA, Cambridge, MA or Miami, chances are it was pretty steamy. Or at least well researched....
Price Point, Price Counterpoint
What's a direct marketer to do when the CFO insists on raising prices to boost quarterly revenue? Assault is frowned on in most workplaces. So the best...
Divide and Conquer
When I talk to my Southern friends, my voices changes. I speak slower. I tone down my New York accent. I ditch the East Coast sarcasm. When I talk to...
Straight Advice for Tough Times
If you're a multichannel marketer in challenging economic times, it pays to think beyond your own four walls…or two covers…or URL…or whatever the case may be. At the Direct Marketing Association's recent Catalog on the Road Day in Cambridge, MA, speakers shared their ideas on cost-effective ways to build bonds (and sales) with existing customers and prospects....
Traffic Report
As an online marketer, what keeps you up at night? For a lot of us it's the debate over whether to invest our limited promotional budget in search engine optimization or pay per click to achieve the highest ROI....
TUNE TOWN
The Branson Lakes Area Chamber of Commerce and Convention and Visitors Bureau is using a coordinated program of DRTV, radio, Web and print to invite both tourists and business travelers to hear its song....
Tide Turns for A&P
Here's a marketing insight you probably didn't know: Cleaner supermarket shoppers tend to be better fed. Well, one could infer that by looking at A&P...
Power to the People
In 1998 the dot-com boom was coming on fast, and it seemed the Web would provide marketers with unimaginable precision, power and reach. But 10 years...
Engaging Consumers
In the past, most direct marketers followed the axiom Keep it simple, stupid. These days progressive DMers offer consumers a breathtaking array of options...
Now What?
The combination of unlimited choice and the ability to find anything and everything quickly has shifted the power from direct marketers to their customers....
Hey, (Your Name Here)!
In the ongoing search to find the next big idea to take our marketing performance to new heights, we can be forgiven for occasionally going overboard....
Curmudgeon on Film
On a recent afternoon at the cinema, we were thrilled to see a shout out to Direct's own Herschell Gordon Lewis in the new movie In the comedy about a...
Poor Visibility
To start with: Mea culpa, sorta. In several recent makeovers, I dissected and redid an ad which I later discovered was one of a series of ads. The presumed...
The Next Big Boom
Look around at your top account execs, creatives, copywriters and Web designers. Think you'll still have all that expertise in 10 years? Maybe not. In...
Perish the Thought
There are some things that should never be purchased from clearance sales. Shark repellent, for one. Heart medication, perhaps. Mail-order brides. Dinner...
Networking Opportunity
Sure, online social networking is all the rage. But remember good old-fashioned in-person events, where human beings interacted face to face instead of...
Taking a Flier
A&P Canada Inc. uses analytics for more than segmentation. It applies the same insights when distributing fliers. Like most supermarket chains, A&P had...
Get to Know DMFA
WHAT Direct Marketing Fundraisers Association MEMBERSHIP About 300 nonprofits and vendors in New York, Boston and Washington. Board members include executives...
Expense Report
Most businesses don't know how much they spend on printing because these costs often are bundled with other expenses or buried in departmental budgets....
They're Nuts
If your favorite television show got canceled, what would you do? See what else was on? Write a letter of protest? Fans of CBS' went nuts. Or rather,...
Letters to the Editor
PCH DEAL SETS DANGEROUS PRECEDENT I read Ray Schultz's January editorial about being a minutes before reading the article regarding Publishers Clearing...
It's Your Reputation, Stupid!
If there's one concept traditional direct marketers have had trouble grasping, it's e-mail reputation and how it affects deliverability. The reason? It...
Deal or No Deal
Wikidealz.com launched recently with the hope of bridging the social networking and online shopping worlds. The site's been in the works for about six...
Fishy But in a Good Way
I've come to the realization that I have no right to be impatient with my toddler sons' short attention spans mainly because I'm not sure if my own is...
NEW LISTS
National Smokers Survey Responders A list of 2.7 million smokers who participated in a national online survey of smoking habits and preferences. More...
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