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...
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...
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...
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....
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...
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...
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...
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...
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...
Ho-Ho or Ho-Hum?
Up on the laptop, Click, click, click. Some missives inspired sales, While the others didn't stick. The holiday party season is upon us. This year impress your guests with gourmet delights from GourmetFoodMall...
Channel Booster
The results are in and once again, return on investment from e-mail is astronomical compared with other direct marketing channels. But a drastic shift...
Social Capital
Hey, big spender! Wanna spend some time with me... online? More and more, financial services marketers are using viral video and other social networking media...
The Sagebrush Solution
Some things in Nevada never change. Death Valley has great natural beauty and stultifying heat. Wisenheimers persist in describing Red Rock Canyon as...
Privacy Crackpots Are at It Again
Just when you thought the privacy crackpots couldn't get any wackier, they call for a contraption that would kill the Internet economy as we know it: a national do-not-track list....
Start Talking
What should business marketers do when confronted with a voice-mail greeting? After a bit of investigation, I didn't find much. Voice-mail marketing is nowhere as a discipline. As far as I can tell, no one seems to be talking about it. No one's researching it, setting up tests, or figuring out best practices....
Widgets? They're Easy
Staples has an button for you. In fact, it has several. There's the one that's been featured in its print and television ads since 2005. There's also...
Bidart & Ross Gets In the Mail
Investment consultants Bidart & Ross decided last year to stop making cold telemarketing calls to drum up leads for its advice about corporate 401(k)...
Another So-So Effort From Dell
Michael Dell of Dell Inc. (formerly Dell Computer) doesn't need my help. In the latest Forbes 400 list, he was rated the ninth-richest man in America....
Fetch! Good Site!
Anyone who's ever owned pets knows how tough it can be to get them to do what you want. Likewise, online marketers occasionally have a hard time helping customers find the products they're looking for on their sites....
Letter to the Editor
BEING DIFFERENT ISN'T ENOUGH Todd Sullivan (Letters to the Editor, October) believes Dyson's vacuum cleaners being is reason enough for consumers to want...
The Write Stuff
Did you know your customers and prospects are getting hit with about 3,000 advertising messages a day? This barrage of noise is making it hard for anyone...
Tidings of the Post-Holiday Season
Jan. 1, 2008 To: All Employees From: J. Fred Muggs, Merchandise Coordinator, B.S. Pulley Department Stores Re: Reducing merchandise returns Thank you...
Listline
Those named on this file used credit cards to make purchases at a national retail chain store. The count for the last 12 months is 516,245. Customers work in small or home offices; about 75% are women. The average sale was $65....
Dear Friend
Some marketers think that people without credit deserve whatever they get, and they prove it by treating them like marks. They offer mortgages with variable rates, and credit cards with all kinds of sneaky add-ons....
I Dub Thee - Sir Charge
The American Independent Truckers Association reflects the greed and cynicism blanketing business and industry today. Its published philosophy states baldly, with questionable grammar: “If you are brokering your own freight, you are losing money if you are not assessing a fuel surcharge. Everyone else is applying it, why are you giving up your money?”...
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