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April 2012 Issue

Target Marketing April 2012 cover
Nuts & Bolts - Case Study : Dairy Queen’s Loyalty Blizzard
International Dairy Queen franchisee Dave Reasner wanted a blizzard of customers to join his loyalty program. He got his precipitation: By the end of his pilot mobile loyalty rewards program, nearly 1,000 customers became members. Not too shabby, considering he...
Editor's Notes : The President’s Marketer
We're all seeing the results of the Democrats' recruiting effort, and similar efforts on the Republican side, in our mailboxes and inboxes today. These are the most highly targeted, personal, high-tech (and, yeah, maybe a little bit creepy) fundraising campaigns...
Nuts & Bolts - Mobile : 5 App Tips for Small Businesses
About 2,000 mobile apps are published every day, making them "the fastest-growing consumer segment in the history of commerce," says Scott Hirsch, citing research Mobilewalla announced in December 2011....
Nuts & Bolts - Marketer’s Bookshelf : Likeonomics, Breakthrough Branding and What the Best Marketers Know, Do and Say
Check out the new marketing titles publishing in May, June and July 2012 from John Wiley & Sons, Nicholas Brealey Publishing and FT Press....
B-to-B Insights : Decades of Progress
You would think the older you get, the more experience you have and, therefore, the more you know. It's true you do know more about and get better at the things you already do. But at the same time, there...
Mobile & Web : Kicking App
Some companies are shifting the way they approach their marketing efforts, deciding it doesn't begin with a website and it can't rely on mass market "push" campaigns. We are seeing a new mindset focused on customer engagement start to lead...
Direct Mail : Send Green, Save Green
Direct marketers have become increasingly savvy about the positive impact environmental policies have on their brands, in addition to the policies' main intent of improving sustainability and lessening environmental impact. But challenging your design, production and printing partners to help...
Social & Email : Friendly Prospects
Social prospecting is still young in marketing years. Finding the best way to reach qualified prospects requires trial-and-error testing. The basic rules are similar to other direct marketing methods: Give people a reason to connect and get as much access...
Cover Story : Doctor, Heal Thyself
Every year, nearly half of all 309 million Americans visit a new doctor. About 60 percent of those patients trust their current doctors to provide good referrals. That's where PracticePlus LLC comes in with its prescription of physician-to-physician direct mail...
Brand Matters : Keep It Simpler!
Simplicity may be the new black. I see simplicity winning all around me. Whether it's the return of vinyl albums for the younger generation, the 30 percent increase in the sales of canning supplies, or the surge in gardening, sewing...
E-commerce Link : Are They Listening?
Up to 50 percent of your email file may not have opened or clicked on your emails in many months. This sad situation certainly is not helping to drive interest and business to your site. In addition, it costs money...
Famous Last Words : Avoid Rip-Off Pricing
What's a product worth? "The offer should be so attractive," said the legendary Claude Hopkins, "that only a lunatic would say no."...