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August 2008 Issue

TM August cover
Nuts & Bolts - Book Club : Landings That Take Off
According to Nielsen, as of May 2008, the overall Internet penetration of U.S. consumers stood at 80 percent. The landing page can be a stand-alone page, a part of a special-purpose microsite, or a page on the company’s main Web...
Nuts & Bolts - Case Study : Participatory Approach Works With Younger Donors
Challenge: Increase new donor acquisition ; Solution: Integrated marketing, including rich media, e-mail blasts and retail partnerships ; Results: E-mail opens totalled 40.5 percent, and the clickthrough rate was between 16.3 percent and 20.7 percent. The end result was...
Market Focus - Facility Managers : Building a Good Market
They're the people who are in charge of buying everything in a university, office complex or government building-from the carpeting to the furniture to the heating system. They're facility managers, and they're the perfect market for anyone selling any product...
Brand Matters : How's Your Brand's Margin?
When was the last time you took your brand on a holiday? A real, live "getaway from it all" pause for refreshment and renewal? I don't mean the annual rah-rah sales meeting or the obligatory management off-site. I mean...
Postal : Coming Clean
As a direct marketer, you now that the list, creative, product, offer and mailer all play significant roles in motivating your customers to buy from you. The list-your file of customers-is often cited as the single most important factor in...
Famous Last Words : Tilley Is Simply Unendurable
In 1993, I was in Toronto and stopped in at the Tilley Endurables store at Queen's Quay Terminal. I bought a blue travel blazer-one that is sturdy and has Velcro and zipper fasteners on inner and outer pockets. It has...
Editor's Notes : Results of a Different Kind
If you've been thinking about your company's carbon footprint, you're just a step away from a bigger idea that's taking shape in business culture today. It's called ethical marketing, and it was the focus of a keynote speech by David...
B-to-B Insights : Make an Offer
How important is the offer in B-to-B marketing? Answer: Very. I have seen numerous tests in which a simple change of offer has increased the response rate by 25 percent to 900 percent-dramatically improving return on marketing dollars. The best...
Cover Story : Ask & Receive
All donors are not created equal. As in the for-profit world, the most financially valuable individuals are the ones who undertake long-term relationships with an organization-those who embrace a nonprofit's mission and make donations again and again. In a perfect...
E-Commerce Link : Smoothing a Bumpy Ride
To combat the triple challenge of economic uncertainty, slowing market gains and seasonal swings, e-commerce merchants must shift focus to a previously neglected stage of the sales process: customer retention. Currently, online retailers allocate 53 percent of their marketing budgets...
E-Mail : Think Small Screen
In the recesses of Web time-like the early '90s, when Mosaic was "the" browser-there were few choices for designing on the Web. Now with CSS 3.0 looming on the horizon, the possibilities for designing on the small screen are increasing...