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April 2008 Issue

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Nuts & Bolts: Case Study
Challenge: Make up for a decline in store traffic Solution: Relaunch the Web site with a comprehensive online inventory and gift center Results: Sales increased approximately 105 percent in the first month Remaining flexible as the marketplace shifts keeps companies...
E-commerce Link: Inbound E-mail
In e-mail marketing, most of the focus is on the outbound programs and campaigns marketers launch to their lists, and the resulting actions recipients take. Let’s put the spotlight on the inbound e-mail communications that these campaigns generate and discuss...
B-to-B Insights: Maximize Your Traffic
There is a good deal of buzz these days about blogging, viral marketing, social networking and other new methods of generating eyeballs and traffic online. But that traffic will not make you money unless you can convert those unique visitors...
Brand Matters: Are You the Real Deal?
I have always been a cheerleader for the underdogs. They just plain try harder. This is why I favor companies like Caribou Coffee over Starbucks, Frontier Airlines over United Airlines, Ben & Jerry’s over Breyers and Chipotle over McDonald’s. Not...
Famous Last Words: ROI Is Everything!
I wrote and published my first novel, “Cedarhurst Alley,” in the late 1960s. My publisher was a taciturn Vermonter named Paul S. Eriksson, who ran a two-person shop on West 57th Street in Manhattan. Paul had the inside office; Peggy,...
Nuts & Bolts: Creative
Creating an effective print ad is not easy. The environment is cluttered. And people read newspapers and magazines for the content, not the ads. So, our ads need to attract attention, be relevant, clearly communicate and compel the reader to...
Nuts & Bolts: Postal
Sophisticated mailers triple bid printing and lettershop services, buy paper direct and seek out volume discounts, but often stop short at maximizing, or even fully understanding, logistics methods, tools and techniques. Here are six places to tap for unrealized savings:...
Reap What You Sow
Marketers hoping to launch a new affiliate marketing program—or invigorate an existing one—should recognize that the best affiliate marketing programs are built on relationships with clear rules of engagement, strategic planning and a steady stream of compelling consumer promotions. Attracting...
Market Focus: Physical Therapists
As patients, we often turn to physical therapists when seeking treatment for back pain, debilitating injuries or trauma rehabilitation. According to Julie Hilgenberg, advertising manager for the Alexandria, Va.–based American Physical Therapy Association (APTA), efficiently and effectively reaching therapists requires...
Editor’s notes: Sitting Chickens
Chief marketing officers are supposed to be concerned with finding and serving their companies’ target audiences. But with Spencer Stuart putting the average tenure of a CMO at just a little more than two years—compared to nearly four years for...
Finding & Funding
If you’ve watched any amount of late-night TV, you’ve undoubtedly experienced commercials of the “if you’ve been in an accident … ” variety. While these ads contribute to the stereotype of lawyer as ambulance chaser, they do reach people in...
The Green Production Process
Felt-covered amphibians and marketing managers agree: It’s not easy being green. But that doesn’t stop Kermit or your friendly neighborhood production company from trying. “Green” is more than today’s favorite buzzword. Marketing managers should put an ear to the ground...
Lose the Chlorine, Help the Environment
When evaluating greener paper options, take into consideration not just the source of the fiber in the available stocks but also the processes used to create these more environment-friendly sheets. In particular, the bleaching process produces harmful dioxin gases, even...