The New Vanguard
Every industry has its luminaries—pioneers whose names become synonymous with the techniques or products they developed. Ed Burnett, Ralph Lane Polk II, Richard Benson, John Caples, Leon L. Bean, Lillian Vernon, Jeff Bezos and, of course, Lester Wunderman come to mind.
But not every trailblazer operates in the white-hot spotlight. Many conduct brilliant work day after day for their companies in relative anonymity. That is, until Target Marketing decided to nose around and find those professionals who are setting new standards for direct marketing performance. With the help of our Editorial Advisory Board and other key industry figures, we’ve selected eight exceptional direct marketers who refuse to settle for status quo program results.
From production, e-mail marketing and data segmentation to channel integration, loyalty marketing and more, these stories of innovation cover the gamut of challenges facing direct marketers today. Read on to learn how each one of these all-stars
The Relevance Advocate
Glenn Bader, Director, Emerging Channels, Schwan’s Home Service
“I fundamentally believe that giving customers control and choice is key,” says Glenn Bader, director of emerging channels at Schwan’s Home Service, which for the past 50 years has offered customers home delivery of frozen cuisine. From berries to haddock, Schwan’s customers have their pick of products from a truck that visits once every two weeks on the day and time of their choosing.
Because Schwan’s home delivery is personal by nature, Bader feels it’s imperative that this experience is replicated on the company’s Web site. “It can’t just be technology, it has to be something that complements that relationship.” To do so, Schwan’s has centralized several data sources in a data mart and uses personalization software to recommend individual product mixes that better promote a customer’s interests, resulting in more frequent visits, higher conversion rates and higher average orders from online customers.