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June 2008 Issue

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B-to-B Insights: Are Whitepapers Dead?
It’s often the case that when a marketing technique is overused, it gradually loses its effectiveness. When that happens, usage drops off, and prospects are no longer bombarded by the technique. Example: the AOL CD mailings. A year or so...
Famous Last Words : Rules for Delivery
Last year my sister-in-law sent my wife, Peggy, and me a Christmas gift from a New York City boutique, and it was never delivered. When questioned, the boutique owner said it had been shipped via Federal Express. When queried, FedEx...
Brand Matters: How Bright Is Your Green Light?
Green. Greener. Greenest. Just how would you rate your brand’s shade of green? Crayola lists nine different shades of green in its rankings of the top 50 crayon colors. From the original Green (ranked No. 21) to Caribbean Green (No....
Nuts & Bolts: Book Club
Going green is the socially responsible and hip thing to do, but according to marketer, author and blogger John Grant, no one really agrees on what “going green” means. For marketers especially, there is a blanket term of “green marketing”...
Nuts & Bolts: Case Study
Challenge: Find a heavy-duty envelope with recycled content that could hold two pounds of material and would be a minimum of 11⁄4˝ thick. Solution: Use an expandable, heavy paper material envelope that was 85 percent recycled and printable on the...
Market Focus: Meeting & Event Planners
If you want to market your product or service to thousands of people, you can take the path of intense advertising to reach those people one by one—or you can reach out to those whose jobs give them the buying...
Read It or Delete It?
Admit it. Your inbox is clogged with e-mail newsletters every week, and at best, you only read about a third of them. Why is this? Maybe the newsletter is no longer relevant. Or worse, the newsletter is from an unknown...
E-commerce Link : So Hot, You're Cool
Opportunities presented by experiential marketing are exciting, but the task of shifting gears—staffing, allocating budget, retraining, prioritizing tactics—is daunting for marketers. How can social marketing “believers” work within the confines of corporate bureaucracies and convince superiors to begin experimentation under...
New Rules of Mathematical Marketing
The marketing challenge all companies face can be divided into two parts: customer acquisition and marketing to existing customers. Today, search engine marketing is the dominant methodology for customer acquisition, and Google is the preferred vehicle. The equally important task...
Nuts & Bolts: Stats
65% The increase in blogging posts on sustainability issues between Q1 2007 and Q2 2007. On the retail front, most discussions in November 2007 related to recycling initiatives run by major brands like Staples, Nike, Best Buy, Circuit City, etc....
Editor’s Notes
Concern for the environment used to be on the fringe of society—something that most consumers and businesses could, like Scarlett O’Hara, worry about tomorrow. Now, with the harsh realities of climate change hitting us all hard, going green has become...
Cover Story : Green Mission
Consumers Union is dedicated to working for a fair, just and safe marketplace for all consumers. To accomplish this, it operates the world’s largest nonprofit educational and consumer product testing center. It testifies before legislative and regulatory bodies and petitions...
Special Report: Paper Trails
Source. This term most commonly has referred to the origin of names on a list for rental. No longer. Now, direct marketers must get acquainted with a new application—paper source. Aggressive logging to support demand for paper products has drastically...