Every year at this time, marketers sit down to plan out their annual initiatives—launches, campaigns, events. But one category is noticeably missing from most lists—marketing’s crisis response plan. There is a lesson to be learned from the massive business disruptions caused by natural disasters like Superstorm Sandy. Most B-to-B organizations have a business continuity plan that lays out how IT operations and business functions are brought back on line after an outage ... unfortunately, marketing, and its ability to reach customers, is usually an afterthought...
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What Shaped Direct Mail in 2012? Q&A With ALC's Susan Rappaport
September 1, 2012
From Home Page
We worked closely with ALC to compile and research the 2012 list of Top 50 Mailers, and that included the opportunity to speak with Susan Rappaport, owner, president and CEO of ALC. Here's what she had to say about the trends and events that shaped direct mail over the past 12 months: "Well, we've got an economic situation that's unprecedented ... They're not technically calling it a recession anymore, but we don't have an economic recovery right now. We've also got an election cycle. The presidential election only happens every four years, and that's got a lot of activity in the marketplace from mailers and in the spending levels.