Where Do DMers Draw the Line?
Direct marketers are always looking for that next great lead-generation tactic that will be a something that will be absolutely irresistible to a prospective...
THE CONVERSATION MATURES
High-tech marketing is all grown up. From a marketing perspective, this means companies like Cisco have to be everywhere for their customers....
Lesson Plan
“Lessons Learned” is a new series of books from Harvard Business School Press that showcases personal essays from academics, senior executives and thought leaders....
Artistry Trumps Clarity
I've said it before. It's time to say it again. Arise, ye oppressed copywriters of the world! Storm down the hallway to the art department! Hammer on the doors! Demand readable display of the copy you worked so hard on! Wait, I've got it wrong. That was yesterday. Big ad agencies don't have art departments to turn copy into ads anymore....
LABELING GROWTH
If you want to put a label on DYMO's marketing goals for 2008, try personalization. And understanding shopping patterns....
Now That's a Good Idea!
What do you hope to bring home from DMA07 this month? For my money, the best souvenir would be a few good ideas. I don't necessarily mean things that...
Letters to the Editor
DYSON MAKEOVER I'm amazed Tom Collins' piece on the Dyson Stowaway ad (The Makeover Maven, August) was actually published. I fear he may have damaged...
SoWhatcha Got?
In direct marketing, an offer is an incentive that motivates consumers to do something they hadn't planned on before they viewed our television spots, visited our Web site, read our print ads, got our electronic or postal mail or heard our radio commercials. Naturally, we want it to be an incentive that can't be refused....
Money Talks
Marketers may give lip service to return on investment, but one thing is clear: They don't want to wait for it. And many believe it can't be measured....
Watch This
Your watch tells you the time. It may even tell you the date. But does it inspire you? Clinical psychologist Brenda Ellner advised patients to write down...
An Anticipated Wreck
Drivers who slow and gawk at accidents will understand my instinct regarding the National Do Not Call Registry. I've got a pretty good idea there's an impending pileup, and I've staked out a vantage point, packed some sandwiches and potato salad, and am waiting for the show to start....
Targeting the Green
New research is helping Ogden Publications Inc. better target “green” consumers....
WORKER'S PARADISE
Tony Hsieh, CEO of online shoe merchant Zappos.com, asks each employee to write a 100- to 500-word description of the company's culture every year for...
Beauty Pageant
Fred Segal Beauty's latest online promotion urged consumers to go beyond skin deep. In conjunction with marketing platform Brickfish, the spa and cosmetics marketer held a “beauty lottery,” offering participants the chance to win a $1,000 shopping spree on FredSegalBeauty.com....
Trick Shot
A Web site redesign helped PoolDawg.com increase online conversions by 27% and improve its search engine rankings....
BMW's Dealer Mailings a Hit
Some BMW of North America dealers have seen conversion rates as high as 10% to recent prospect mailings created using a new system that's designed to build customer loyalty....
Swag Party
We recently asked readers of our sister publication Chief Marketer Plus to share thoughts about the best conference premiums they'd given or received. Here's a sampling of what they said...
Market Shift
Who do you trust? That is, whose word do you take on the state of the list business? List managers and brokers say that rental volume and commissions are up. But mailers don't necessarily agree. We contacted both groups for our 2007 list use survey and got slightly different results from each....
Embracing Complaints
Though many direct marketers think e-mail recipients using services like AOL and Yahoo! hit the report-spam button indiscriminately, the information it provides is becoming just as important as response and open rates....
Customer Insight's the Key
For many DM executives who sell luxury goods, there's nothing especially luxurious about their marketing strategies. They have to deal with tight budgets,...
A Civilizing Effect
Not only has the report-spam button become one of the Internet service providers' top tools in the fight against spam, it's apparently had a dramatic civilizing effect on the relationship between legitimate, permission-based e-mail marketers and inbox providers....
The New List Business
Good news. The list business lives. Of the vendors who responded to our 2007 list use survey, a whopping 68% said their commission revenue has risen this...
Buy.com's 2.0 Makeover
Last October Buy.com launched an extensively remodeled Web site. The avowed mission? To at least keep pace with — and perhaps catch up to — Web tycoon Amazon.com, the largest pure-play Internet retailer....
Pipe Down
Does anyone remember a cantankerous man named Arnold Fishman? He slammed the Direct Marketing Association years ago for compiling and publicizing pumped-up...
What the Heck Did He Just Say?
Man, the bureaucratledygook coming out of the Direct Marketing Association was sure thick this summer....
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