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May 2007 Issue

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Nuts&Bolts: Case Study
Challenge: Increase brand awareness and drive sales through creative affiliate marketing solutions. Solution: Develop relationships with bloggers and other online influencers, using product education and incentive plans to generate word-of-mouth buzz. Results: Sales for Q4 2006 increased 10 times over...
Editor’s Notes: Past Its Prime?
At the end of February, I pulled out of my office inbox a continuation notice for a free trial to min, also known as Media Industry Newsletter. I racked my brain for a minute, trying to remember if 1) I...
Nuts & Bolts: Tech Talk
Effortless E-mail VerticalResponse, a self-service e-mail and direct mail service provider, has announced it is adding a new set of tools to its e-mail marketing product. The improvements allow users to address the look of outbound communications, as well as...
Nuts & Bolts: Eye on Privacy
A spate of do-not-mail bills has been introduced in state legislatures in the past few months. While these are attempts to capitalize on the extremely popular Do-Not-Call Registry, nationally maintained by the Federal Trade Commission (FTC), the sponsors of these...
Nuts & Bolts: Book Club
Content aside, “Punk Marketing: Get Off Your Ass and Join the Revolution” ($29.95, HarperCollins), is a revolution in reading fundamentals. Cross out paragraphs, rip out pages—the book’s prologue invites you to. But whatever you do, know the authors care little...
E-commerce Link: Lights, Camera, (Sales) Action!
Online video is riding a wave of popularity. Industry researcher Forrester Research reports that 34 percent of all Internet users view video online at least monthly, and 53 percent have seen a video online at least once. The content of...
Direct Selling: The Theory of Relativity
No, you didn’t accidentally open a science journal, and no, this isn’t an article about Einstein’s theory of relativity. Instead, it’s an explanation of why so many direct mail efforts simply do not work. They lack relativity, the ability to...
Direct Mail Strategy: Still In Style
I’m fairly certain the study of direct mail would still be my favorite pastime even if I hadn’t grown up as the daughter of the postmaster of Inman, Kan., (pop. 1,194). It’s true that, from an early age, I was...
Sweet Success
In a red brick building in Salem, Mass., within a stone’s throw of the Atlantic coast, is a small company that uses local labor to handcraft a line of gourmet chocolates sold through multiple channels to customers worldwide. This company...
E-mail: Court Your Prospects
Of all the tactics marketers can use to grow their business, one always rises to the top: Market to your house lists. A marketer’s house lists are made up of individuals who overtly have requested to receive communications. They are...
Great Brands Never Rest
Have you gotten caught up in “The Secret”? The buzz has been spectacular. More than 3.7 million books have been printed and more than 1.5 million DVDs have been sold. “The Secret,” as explained by Rhonda Byrne, its author and...
Postal Changes Take Shape
When the Board of Governors of the U.S. Postal Service (USPS) approved most of the recommendations made by the Postal Regulatory Commission in March, it set into motion an often confusing set of regulations and cost increases that will have...
Special Report: Hispanic Marketing
More than 41 million Hispanics call the United States home, and a little more than half of these consumers go online. Despite the clear opportunity in marketing to Hispanics online, only about $150 million of the $16 billion total online...
Reaching Hispanics Online
With 14 percent of the U.S. adult population being Latino and about half of this group going online, your company very well could have a Hispanic following without actively seeking it out. According to a study, “Conexion Cultural/Connected Culture,” released...
Market Focus: Organics Buyers
When you think of people who buy organic foods, do you imagine hippies wearing love beads and living in communes? Think again. This is a well-educated, affluent, health-conscious group that’s willing to spend more for healthier products. “Organic consumers focus...
Famous Last Words: How to Write Right
I do not read blogs. So many of them are simply unreadable—wildly undisciplined and unedited stream-of-consciousness musings that never seem to get to the point. A magnificent new book of advice for writers (and speakers) is “Words That Work: It’s...
Culture: More Than a Language
One of the most prominent topics in direct marketing today is ensuring that messaging to customers and prospects is relevant. As it relates to Hispanic marketing, cultural relevance has been trumpeted as the key to opening the door to this...
The Language of Service and Sales
In 1995, consumer electronics marketer Crutchfield was one of the first companies to staff its in-house call center with Spanish-speaking service representatives, which it calls sales advisors. A decade later, it became one of the first wave of e-tailers to...