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June 2009 Issue

Target Marketing June 2009
Editor's Notes : Is That You, John Mackey?
Two summers ago, Whole Foods CEO John Mackey was exposed for using a pseudonym to post negative comments about rival organic grocer Wild Oats on Yahoo Finance. At the same time, he was gushing about both his business leadership skills...
Nuts & Bolts - Case Study : Corralling Ted's Herd for Leads
Challenge: Lead generation aimed at adding to the e-mail database, increasing the Facebook following, testing mobile marketing and driving traffic to the restaurants. Solution: Provide a free burger with contest sign-up; provide dessert incentives for e-mail and mobile sign-up;...
Nuts & Bolts - Branding : Moving a Direct Mail Brand Online
As the Internet gained popularity in the ’90s, Publishers Clearing House recognized this new medium was suited for our business model. While making the transition, we were mindful of the steps necessary to maintain PCH’s brand integrity. What follows are...
Nuts & Bolts - Tech Talk : Search Engine Marketing
In beta as of press time, Mountain View, Calif.-based Google ’s upgraded AdWords interface touts itself as faster, due to the decreased number of pages to load; easier to use, because of increased in-page functionality; and more integrated, allowing a...
Nuts & Bolts - Book Club : Which Metrics Are Right for You?
“What value do we get for the money we spend on marketing?” is the often dreaded question senior executives and chief financial officers ask their marketing departments. In this economy, improved marketing performance measurement is a top goal....
Brand Matters : Now That's a Good Question!
As an outsider-insider to my clients, my role is often “questioner-in-chief” (to use a borrowed term from management expert Tom Peters). Recently, I was leading a brandstorming session with a financial services client when one of the employees pulled me...
B-to-B Insights : Everyone Loves a Story
According to copywriter Heather Sloan, case studies are often more effective than brochures and traditional sales collateral. Why is this the case?...
E-commerce Link : Affiliate Renaissance
Online affiliate marketing has evolved into a “love it or hate it” strategy, leaving many marketers torn. How can marketers work to grow affiliate-related revenue, new customers and leads in a world that’s already decided “fewer affiliates are better”? A...
Famous Last Words : Renewal Secrets
An old marketing guideline states that it costs five times more to acquire a new customer than to sell something to an existing customer. Given the current recession and the skittishness of consumers to part with cash, the current acquisition...
Cover Story : Paradise by the Dashboard Light
Car dashboards tell drivers if their engines are going to explode. Marketing dashboards do the same for companies—letting direct marketers spot the warning signs in their key performance indicators (KPIs) before disaster strikes....
Mobile : Look Before You Leap
When then presidential candidate Barack Obama used text messaging to announce his selection of a running mate, the event signaled a coming of age for mobile, particularly short message service (SMS), as a direct marketing channel. That the content of...
Direct Mail : Hidden Profits
Properly executed direct mail audits uncover new profit-making opportunities by increasing response rates and cutting costs. The term “audit” carries negative undertones, because the IRS and other enforcement agencies use audits to reveal fraud or abuse that carries fines and...