Strategies and Solutions for Profitable Direct Marketing
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Berkshire Bank: Saving Time, Saving Money, and Improving the Online Customer Experience
February 16, 2010 From White Papers and Sponsored Content
The Challenge: Established in 1846 and headquartered in Pittsfield, Massachusetts, Berkshire Bank is one of the oldest and largest independent banks in Massachusetts, proudly serving communities throughout western Massachusetts, northeastern New York and southern Vermont. In order to support its rapid growth, Berkshire required an interactive solution that would consolidate their primary lines of business onto a single platform while seamlessly supporting swiftly increasing customer demand.
February 16, 2010 From White Papers and Sponsored Content
The Challenge: Established in 1846 and headquartered in Pittsfield, Massachusetts, Berkshire Bank is one of the oldest and largest independent banks in Massachusetts, proudly serving communities throughout western Massachusetts, northeastern New York and southern Vermont. In order to support its rapid growth, Berkshire required an interactive solution that would consolidate their primary lines of business onto a single platform while seamlessly supporting swiftly increasing customer demand.
Famous Last Words : Dismal e-Pitches
October 2009 From Target Marketing
As a columnist for this publication and creator of the e-zine BusinessCommon
Sense.com, I constantly receive e-pitches from PR types to do stories about some CEO or company, or e-sales pitches to buy something.
October 2009 From Target Marketing
As a columnist for this publication and creator of the e-zine BusinessCommon
Sense.com, I constantly receive e-pitches from PR types to do stories about some CEO or company, or e-sales pitches to buy something.
Archive Observations: A Good Time To Look Back
January 2009 From
Amidst the market turbulence in October, a number of mailings stopped offering free reviews of finances and investments. Instead, they are providing services to reassure prospects and help alleviate any financial stress.
January 2009 From
Amidst the market turbulence in October, a number of mailings stopped offering free reviews of finances and investments. Instead, they are providing services to reassure prospects and help alleviate any financial stress.
More Spotlighted Mailings
September 18, 2008 From
A Cute Calendar for a Serious Cause ... Environmental Defense Fund mails its control flat package with a calendar to donors and prospects.A New, Romantic...
September 18, 2008 From
A Cute Calendar for a Serious Cause ... Environmental Defense Fund mails its control flat package with a calendar to donors and prospects.A New, Romantic...
The Madness of Advertising on TV
August 19, 2008 From Denny Hatch's Business Common Sense
Nothing-nothing!-bugs me more than advertising writers who call TV ads "winners" because they're the "best-remembered" and/or "most-liked."Did the ad sell anything? What was the ROI?Belinda Goldsmith of Reuters reported that roughly 1 billion people-15% of the world's population-watched some or all of the Olympic opening ceremonies, a TV spectacular that ran four and a half hours.I watched the next morning via the DVR recording device that is part of our DIRECTV service. By judicious fast-forwarding-and avoiding ads and the procession of the athletes-I saw what was worth seeing in 90 minutes.I don't watch TV commercials.Cutesy-poo creativity and the "hard sell" repeated over and over ad nauseam do nothing for me. When you're 73, quality time gets precious.I'm not alone.
August 19, 2008 From Denny Hatch's Business Common Sense
Nothing-nothing!-bugs me more than advertising writers who call TV ads "winners" because they're the "best-remembered" and/or "most-liked."Did the ad sell anything? What was the ROI?Belinda Goldsmith of Reuters reported that roughly 1 billion people-15% of the world's population-watched some or all of the Olympic opening ceremonies, a TV spectacular that ran four and a half hours.I watched the next morning via the DVR recording device that is part of our DIRECTV service. By judicious fast-forwarding-and avoiding ads and the procession of the athletes-I saw what was worth seeing in 90 minutes.I don't watch TV commercials.Cutesy-poo creativity and the "hard sell" repeated over and over ad nauseam do nothing for me. When you're 73, quality time gets precious.I'm not alone.
July 2008 From Denny Hatch's Business Common Sense
Last week, I picked up the July 28 issue of The New Yorker and was fascinated to see a story titled: “All the Answers: The quiz-show scandals—and the aftermath,” by Charles Van Doren. For 50 years, Charles Van Doren has been consigned to living hell. He’s one of the few notable Americans (along with Bill Clinton) who knows that he screwed up so badly that the first paragraph of his obituary will deal with a major scandal rather than his accomplishments. Three examples of unfortunate first paragraphs: Richard M. Nixon, the 37th president of the United States—a polarizing figure who won a record landslide
June 2008 From Denny Hatch's Business Common Sense
I was zipping around the Internet and bopping in and out of my e-mail when a Yahoo headline hit me in the face: “Tim Russert dies.” I clicked on the news story and couldn’t believe it. I still don’t. Russert’s passing at age 58 is a national catastrophe. Look out politicians. Beware business folks. In this GOTCHA! world, the goo-goos are gonna getcha. Memories of Tim Russert The last time I spent quality time with Russert was watching him on May 20, the night of the final major primaries in Kentucky and Oregon. He was pumped, bubbling with enthusiasm, his eyes shining.
Pounding Moonbeams ...
May 2008 From Denny Hatch's Business Common Sense
When self-righteous people—in government and business—make self-righteous statements that have a total disregard for the truth, my teeth itch. These last two weeks have been a field day for folks who have what Hemingway called a “built-in, shockproof s**t detector.” An example is President Bush’s lecture and scold to the World Economic Forum on the Middle East at Sharm El Sheikh, Egypt, four days ago. He said: Too often in the Middle East, politics has consisted of one leader in power and the opposition in jail. America is deeply concerned about the plight of political prisoners in this region, as well as democratic activists
May 2008 From Denny Hatch's Business Common Sense
When self-righteous people—in government and business—make self-righteous statements that have a total disregard for the truth, my teeth itch. These last two weeks have been a field day for folks who have what Hemingway called a “built-in, shockproof s**t detector.” An example is President Bush’s lecture and scold to the World Economic Forum on the Middle East at Sharm El Sheikh, Egypt, four days ago. He said: Too often in the Middle East, politics has consisted of one leader in power and the opposition in jail. America is deeply concerned about the plight of political prisoners in this region, as well as democratic activists
Taming the E-mail Beast
April 2008 From Denny Hatch's Business Common Sense
“Feed the e-mail beast. We all do it, from the time we log on in the morning till late in the day when a last thought needs to be shared with a colleague or friend,” wrote Paul McDougall and Elena Malykhina on InformationWeek.com in 2006. “We’re sending messaging morsels over mobile devices to try to satiate its insatiable appetite. Don’t feed the beast—take off a week, a day, even an hour—and you fall dangerously behind.” Sherry Turkle, Abby Rockefeller Mauzé Professor of the Social Studies of Science and Technology at MIT, once had 2,500 unread e-mails in her inbox and declared “e-mail bankruptcy.” She
April 2008 From Denny Hatch's Business Common Sense
“Feed the e-mail beast. We all do it, from the time we log on in the morning till late in the day when a last thought needs to be shared with a colleague or friend,” wrote Paul McDougall and Elena Malykhina on InformationWeek.com in 2006. “We’re sending messaging morsels over mobile devices to try to satiate its insatiable appetite. Don’t feed the beast—take off a week, a day, even an hour—and you fall dangerously behind.” Sherry Turkle, Abby Rockefeller Mauzé Professor of the Social Studies of Science and Technology at MIT, once had 2,500 unread e-mails in her inbox and declared “e-mail bankruptcy.” She
Tomarkin/Greenawalt’s Peggy Greenawalt on Copy Strategy
March 2008 From Tipline
Facing spiraling postal costs and impatient prospects, many direct mailers are rushing to cut the letter down and, sometimes, altogether. Fortunately, Peggy Greenawalt keeps a cool head. Part of that has to do with her 25 years of direct marketing experience, and the rest is explained by her in-depth involvement with the three bigs in direct mail: creative strategy, copy and design. Greenawalt began her career as a copywriter at Wunderman, and now she’s president and creative director of the direct marketing agency Tomarkin/Greenawalt in Hartsdale, N.Y., where she mostly works with publishers like Hearst, Time-Life, Condé Nast and Rodale Press. Here, she
March 2008 From Tipline
Facing spiraling postal costs and impatient prospects, many direct mailers are rushing to cut the letter down and, sometimes, altogether. Fortunately, Peggy Greenawalt keeps a cool head. Part of that has to do with her 25 years of direct marketing experience, and the rest is explained by her in-depth involvement with the three bigs in direct mail: creative strategy, copy and design. Greenawalt began her career as a copywriter at Wunderman, and now she’s president and creative director of the direct marketing agency Tomarkin/Greenawalt in Hartsdale, N.Y., where she mostly works with publishers like Hearst, Time-Life, Condé Nast and Rodale Press. Here, she
