Strategies and Solutions for Profitable Direct Marketing
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Video Adds Power to Milwaukee Electric Tool’s E-mail Marketing
March 10, 2010 From Tipline
By definition, a tool is something designed to be used. What better way to demonstrate that utility than with video? That's the driving force behind the show-and-tell approach Milwaukee Electric Tool takes to its online marketing.
March 10, 2010 From Tipline
By definition, a tool is something designed to be used. What better way to demonstrate that utility than with video? That's the driving force behind the show-and-tell approach Milwaukee Electric Tool takes to its online marketing.
March 2010 From Target Marketing
It may not star Jeremy Piven and it may not be as entertaining as the 2009 movie "The Goods: Live Hard, Sell Hard," in which the actor plays a used car salesman who saves a dealership from ruin. But Dealer.com's video for the TotalControl Dominator (TCD)—a paid search product aimed at helping new car dealerships sell pre-owned vehicles—puts the fun in B-to-B calls to action.
4 Best Practices to Leverage Niche Social Networks for Conversions
February 10, 2010 From Tipline
Perhaps it's a bit of an inside joke, but National Instruments Corp. is accustomed to using graphic language with its customers. So when the Austin, Texas-based graphical programming software company decided to create a proprietary social network, its consumer base also made its affinity for the business and its products as clear as black and white.
February 10, 2010 From Tipline
Perhaps it's a bit of an inside joke, but National Instruments Corp. is accustomed to using graphic language with its customers. So when the Austin, Texas-based graphical programming software company decided to create a proprietary social network, its consumer base also made its affinity for the business and its products as clear as black and white.
January 2010 From Target Marketing
A pre-Internet marketing rule stated that a happy customer would tell an average of three people while someone who was disgruntled with a product or service would tell 11.
Live From DMA09: Got Content? Get a Content Strategy
October 21, 2009 From Best of DMA
Most top brands already have one, but all businesses need to get one: A chief content officer.
October 21, 2009 From Best of DMA
Most top brands already have one, but all businesses need to get one: A chief content officer.
Live from DMA09: Ford's Scott Monty Says to Zig When Others Zag
October 19, 2009 From Best of DMA
When it comes to marketing innovation, Ford Motor Company is ensuring it lives up to one of its more popular brand slogans, "built for the road ahead." By integrating social media into various facets of the company's market outreach activities, the auto manufacturer hopes to remain more relevant and connected to today's car buyers. "We're in the midst of showcasing the faces of Ford to the world," said Ford's Global Digital Communications Manager Scott Monty, describing his firm's drive into social media marketing in his keynote address on Sunday, Oct. 18 at the DMA09 Conference & Exhibition in San Diego.
October 19, 2009 From Best of DMA
When it comes to marketing innovation, Ford Motor Company is ensuring it lives up to one of its more popular brand slogans, "built for the road ahead." By integrating social media into various facets of the company's market outreach activities, the auto manufacturer hopes to remain more relevant and connected to today's car buyers. "We're in the midst of showcasing the faces of Ford to the world," said Ford's Global Digital Communications Manager Scott Monty, describing his firm's drive into social media marketing in his keynote address on Sunday, Oct. 18 at the DMA09 Conference & Exhibition in San Diego.
October 2009 From Target Marketing
Direct marketers are incrementalists. We know what works, and we test our controls against various creative and offer permutations to improve results and come up with a winning formula. This disciplined approach has served us well.
How to Launch a Business Instantly
September 29, 2009 From Denny Hatch's Business Common Sense
From Warren Buffett’s Stunning Video Testimonial I have to tell you I now have nine suits all made in China; I threw away the rest of my suits. Our directors, my partner Charlie Munger, Walter Scott, Ron Olson and even Bill Gates now, are wearing suits made by Dayang Trands. And they know and love Madam Li for what she’s accomplished. As a matter of fact I think maybe Bill Gates and I should start a men’s clothing store and sell the suits made by Madam Li. I think we would be great salesmen, because we love them so much. The suits we’ve received that have been made in China we’ve never had to alter a quarter of an inch. They fit perfectly. We get compliments on them. It’s been a long time since I got compliments on how I looked. But since I’m wearing Madam Li’s suits I get compliments all the time. So maybe Bill and I can start a clothing store. And if we sold the suits made by Dayang Trands someday we might even be rich, who knows. Warren Buffett's testimonial on the 30th anniversary of Madam Li Guilian’s company was released over The Wall Street Journal’s digital network on Sept. 10 as a YouTube-type video. Dalian Dayang Trands Co. stock jumped 70%. Because I work at home, I haven't bought a new suit in five years. After that endorsement, I lusted after a Trands suit. No dice. They're available only at the 20 Trands stores in China—mostly in secondary cities, the brand wasn't even widely known in China—or by mail to the very rich who know the owner, Madam Li, and have access to a great fitter. What we're looking at is not only the greatest testimonial in the history of the world, but also a marketing opportunity that gives me the tingles.
September 29, 2009 From Denny Hatch's Business Common Sense
From Warren Buffett’s Stunning Video Testimonial I have to tell you I now have nine suits all made in China; I threw away the rest of my suits. Our directors, my partner Charlie Munger, Walter Scott, Ron Olson and even Bill Gates now, are wearing suits made by Dayang Trands. And they know and love Madam Li for what she’s accomplished. As a matter of fact I think maybe Bill Gates and I should start a men’s clothing store and sell the suits made by Madam Li. I think we would be great salesmen, because we love them so much. The suits we’ve received that have been made in China we’ve never had to alter a quarter of an inch. They fit perfectly. We get compliments on them. It’s been a long time since I got compliments on how I looked. But since I’m wearing Madam Li’s suits I get compliments all the time. So maybe Bill and I can start a clothing store. And if we sold the suits made by Dayang Trands someday we might even be rich, who knows. Warren Buffett's testimonial on the 30th anniversary of Madam Li Guilian’s company was released over The Wall Street Journal’s digital network on Sept. 10 as a YouTube-type video. Dalian Dayang Trands Co. stock jumped 70%. Because I work at home, I haven't bought a new suit in five years. After that endorsement, I lusted after a Trands suit. No dice. They're available only at the 20 Trands stores in China—mostly in secondary cities, the brand wasn't even widely known in China—or by mail to the very rich who know the owner, Madam Li, and have access to a great fitter. What we're looking at is not only the greatest testimonial in the history of the world, but also a marketing opportunity that gives me the tingles.
The Emerging Importance of Online Video
July 29, 2009 From Tipline
As incorporating video onto the Web becomes easier and the quality of video gets better and better, consumers are expecting its presence on Web sites more and more. Video offers so many opportunities for marketers to get their messages across in a more compelling, and more informative, way.
July 29, 2009 From Tipline
As incorporating video onto the Web becomes easier and the quality of video gets better and better, consumers are expecting its presence on Web sites more and more. Video offers so many opportunities for marketers to get their messages across in a more compelling, and more informative, way.
July 7, 2009 From Denny Hatch's Business Common Sense
For several weeks during May and June, a series of wildly exciting full-page ads ran in The Philadelphia Inquirer for a seminar titled GET MOTIVATED! to be held in the massive Wachovia Center, home of the Philadelphia Flyers (hockey) and 76ers (basketball). Among the speakers with star power were Gen. Colin Powell, Rudy Giuliani, Steve Forbes, Zig Ziglar and Philadelphia Eagles quarterback Donovan McNabb. The cost: Only $4.95 PER PERSON. Or Send Your Entire Office for Only $19! That’s almost free! Admission at the door: $225 per person. Call immediately to take advantage of this limited time offer. After seeing this ad three or four times, I did the math. The Wachovia Center seats a maximum of 22,000 people. If completely sold out at $4.95, gross revenue would be $108,900. That amount would be completely eaten up by speakers' fees. Colin Powell: $100,000 plus private jet. Rudy Giuliani: avg. $80,000. Zig Ziglar: $25,000 to $50,000. Donovan McNabb: $20,000 to $30,000. I could not find Steve Forbes’ fee on the Internet, but it has to be at least $50,000. The “GET MOTIVATED! Workbook” was an additional $4.99, so the final tally for me was $10 and change (tax). A full house at $10 each would generate $220,000. But speakers’ fees, hall rental, staff, audio-visual, etc., would create serious negative cash flow. I smelled a rat and decided to sign up.
