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May 2007 From Denny Hatch's Business Common Sense
A 26-year veteran of the Ford Motor Company, Michael D. Richards, was appointed general marketing manager of Lincoln Mercury in January 2006. Prior to that, he served as Ford’s customer service division general sales manager and regional manager for the California region and the Detroit region. Does customer service experience qualify him to oversee a direct marketing lead-generation campaign for Lincoln cars? Hardly. Richards sent me a mailing so humongous—a 10˝ x 15 1⁄2 ˝ four-color outer envelope—that it dominated everything that had come through the mail slot. Inside the carrier envelope were two elements: a giant 20-page, four-color brochure on heavy paper stock
May 2007 From Target Marketing
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 relate to their audience, or for that matter, offer any relevance at all. This theory isn’t about the continuum of space and time but about cause and effect. Simply, when marketing to a target audience, if you deliver a relevant message in a relevant format in a relevant presentation, your chances of achieving a desired response will grow exponentially. This all sounds simple, right? Then
April 2007 From Denny Hatch's Business Common Sense
I remember visiting a very wealthy friend who had a splendid estate right on the water in Marblehead, Mass. The path from the house to the tennis court went through a stand of pine trees where a collection of tiny gravestones lined the walkway. It was a pet cemetery—the burial ground for family dogs and cats going back to the 19th century. Pet owners become deeply attached to their animals, and the joint suicide of a childless couple in India over the passing of a beloved canine may be extreme, but entirely believable. “Puppy” was very likely the only family they felt that they
A Lesson in Branding
November 2005 From Target Marketing
What you can learn from a 10-year-old By Brent Niemuth My 10-year-old son recently taught me a valuable lesson in branding. It was time to shop for new school shoes, and I was determined to stay within my budget, so our trip began at the local discount stores. Being an avid skateboarder, my son wanted a shoe style that reflected his skating lifestyle. I saw this as a benefit, since it would cut down on our shopping time. We would simply select an affordable pair that fit and be on our way. How wrong I was. I offered pair after pair of
November 2005 From Target Marketing
What you can learn from a 10-year-old By Brent Niemuth My 10-year-old son recently taught me a valuable lesson in branding. It was time to shop for new school shoes, and I was determined to stay within my budget, so our trip began at the local discount stores. Being an avid skateboarder, my son wanted a shoe style that reflected his skating lifestyle. I saw this as a benefit, since it would cut down on our shopping time. We would simply select an affordable pair that fit and be on our way. How wrong I was. I offered pair after pair of
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