DRTV Ripe for Harry and David
Early last month, Harry and David began running its first direct response television commercial in a decade. The 60-second spot will run nationally on...
Raising a Glass to E-mail Newsletters
Merryvale Vineyards LLC has discovered that e-mail is the best way to intensify its relationship with consumers and keep them tasting and buying. Plus,...
Software Firm Tweaks Rivals in New Campaign
ACCPAC International Inc., a developer of accounting and customer service software, has launched a $10 million campaign to generate leads and poke fun...
Multimedia Strategy Helps Sure Fit
A multimedia effort combining print, television, catalogs and retail promotion has helped slipcover maker Sure Fit brand its own products so that they...
U.S. Launches Armed Services Campaign
A $1.7 million direct response effort touting the armed forces was begun in June by the U.S. Defense Department. All the ads in the mostly print effort...
Sales Boom for Iraqi Most Wanted Cards
In June, when American military officials captured Saddam Hussein's top aide, Abid Hamid Mahmoud al-Tikriti, the tabloid headlines blared that the U.S....
Direct.com: Streaming Candidates' Messages
Ben Chodor is CEO of Exciting New Technologies, a New York streaming media company. He talked to Direct about how politicians are using this area of e-mail....
SupportPlus Doubles Package Insert Size
SupportPlus is hoping to double its response rate by doubling the size of its mini-catalogs. The Medfield, MA firm will insert the 7-inch-by-11-inch pieces...
Herbalife Returns to Television
At a Glance Marketer: Herbalife International Inc. Budget: Around $150,000 (test), national budget TBD Media: DRTV Form: 60-, 120-second spots Agency:...
E-mail at Tiger Mountain
The Wildlife Conservation Society hopes that people who love tigers will pounce at the chance to get e-mail about them. WCS, which operates urban zoos...
Cell Phone Beauties
Your cell phone rings. You answer it and it's a beautiful woman. You don't hear her voice, though you see her. Or her photograph, at least, appearing...
Trucker Mailing Pulls 3.1% Response
TruckersB2B.com, an online group for small truck fleets, got a 3.1% response rate from a coupon mailing promoting tires from Goodyear Tire & Rubber Co....
Lysol's Multimedia Push
Reckitt Benckiser plc is using both online and offline media to build market share for its Lysol cleaning products line. Dadi Akhavan, president/COO of...
T-Mobile a Hit With TLC Campaign
T-Mobile achieved a 15% response lift over its previous campaigns with a multichannel effort featuring the band TLC. The objective of the campaign, which...
The Segmentation of Shelby Lynne
Music fans may not have heard of Shelby Lynne before she took the Grammy Award for best new artist in 2001 unless they were married women with children...
Insert Marketing Tips
A publishing executive warned direct marketers last month that it takes work to make package inserts and statement stuffers pay out. Michael Feldstein,...
Cruising Into the Mail Stream
Cruise Shoppes is going ahead with an early June 100,000-piece mailing barely two months after it sent out a campaign originally scheduled for March....
E-mail Draws Webinar Attendees
Personnel Decisions International, a human resources consulting firm, sought an innovative way to market a new Web-based product that measures change...
ATV Mailing Drives Down Costs
Digital printing helped Polaris Industries cut costs in half for a recent lead generation mailing to promote the 2004 Sportsman all-terrain vehicle. The...
World Golf League Launches DRTV Effort
The World Golf League will spend close to $2 million on direct response television spots aimed at signing up recreational golfers to its local and regional...
PR for DMers
It was a tough way to start the morning. How would you like to walk into a session and hear a speaker calling you a piranha that will attack anything...
Whose WORD IS IT ANYWAY?
The text of a direct response e-mail (not the subject line, where spam filters would kill it, dismember it and heave it into the Ganges River) suggests:...
Olay's Dial-Up Program to Deliver 250,000 Samples
(Promo) Olay has launched a new sampling program it hopes will get 250,000 to try its Olay Daily Facials product. The request-based sampling initiative...
Nike and Starwood Begin Joint DR Promo
A co-branded campaign from Nike Golf and Starwood Hotels & Resorts will offer golfers a chance to win an opportunity to hit into the world's biggest sand...
McDonald's, Scholastic Launch Program
McDonald's Corp. has budgeted about $1 million for a customized marketing campaign it will conduct with Scholastic Corp. Like a similar one last year,...
