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December 2007 Issue

Market Focus: Hospital Administrators: Reach the Wellness Pros
Is your marketing campaign in need of a healthy dose of responsive prospects? Targeting hospital and health care administrators, with their impressive corporate budgets and high personal incomes, may be just the elixir. Hospital administrators and executives plan, direct, coordinate...
A New Balance
Direct marketers are becoming more proficient in vital Web strategies like search, yet they increasingly find themselves butting heads with their own affiliates who already have staked out valuable digital turf. Is it worth playing nice with affiliates? If so,...
B-to-B Insights: How to Succeed in Sales Letters
As a columnist, my job, more or less, is to let you pick my brain every other month. And while I’m more than happy to oblige, I do think a bit of full disclosure is in order. Frankly, much of...
Nuts & Bolts: Case Study
Challenge: Reach the pre-mover market Solution: Place offers in a mover’s guide distributed by realtors Results: A 42 percent increase in conversions over SEM and direct mail efforts For many, moving is a process fraught with time-consuming chores, seemingly endless...
Nuts & Bolts: Fast Facts
With the buzz about Web 2.0 technologies and interactive marketing as the next new wave, marketers are asking, “What do the numbers say?” In a recent issue of its Marketing Sector Deal Notes, PetskyPrunier LLC notes that merger and acquisition...
Nuts & Bolts: Database
Building a database is easy; however, making money with a database is challenging, according to Arthur Middleton Hughes, vice president and solutions architect for KnowledgeBase Marketing. At the DMA07 Conference & Exhibition held in Chicago this past October, Hughes identified...
Brand Matters: Where Are Your Brand Manners?
Your mother was right. Manners really are important. Please and thank you, common courtesy and civility—where have they gone? I bring this up as a consumer being treated less than what I would call “pleasantly” by many companies. I think...
E-commerce Link: Did You Hear That?
Would you admit to having seen the movie “Gigli”? I asked that question of more than 5,000 people during my book tour for “Waiting For Your Cat To Bark?” but I can count the number of hands that went up...
Heart & Soul
Faced with increasing opt-outs and declining response rates, it can be easy for direct marketing professionals to lose heart. But not the team at Los Angeles-based Live Nation, a promoter of live concerts, music venues and festivals, owner of the...
Editor’s Notes: Game On
Tongues were wagging at DMA07 in October, following Direct Marketing Association (DMA) President and CEO John A. Greco, Jr.’s announcement of the organization’s new Commitment to Consumer Choice (CCC) program. The program also could be referred to as “Consumers Compel...
Famous Last Words: He Listens With His Mouth …
I am a news junkie. My take on cable and network news coverage: • Dullest newscaster: Wolf Blitzer • Best newscaster: Mika Brzezinski • Most miscast newscaster: Katie Couric • Best interviewer: Tim Russert • Worst interviewer: Chris Matthews •...
The Redemption Sweet Spot
The overall decline in coupon redemption rates in the U.S. and Canada raises a question as old as coupons themselves: What prompts a consumer to redeem? For an ICOM Information & Communications analysis of coupon redemption drivers, a data pool...