It Takes Two
During the process of editing, writing and proofing articles for this issue, one message kept creeping up in many of the stories: A good business partnership leverages the knowledge of all parties for results that can be nothing short of astonishing.
Some examples of how two heads (or three, four or five) are better than one:
n Automotive dealer AutoNation doubled response to its customer direct mail efforts by working with direct marketing/printing firm DME to develop data-driven, customized communications; in turn, DME partners with document solutions firm Xerox and software company XMPie to provide its clients with cutting-edge printing technology. Read more about these fruitful collaborations, starting on page 36.
n As its name suggests, e-mail co-registration is all about cooperation. Yunki Kim, vice president of marketing for spirituality Web site Beliefnet, explains in this month’s 5-minute Interview how it behooves marketers to provide feedback on program performance to co-registration partners. With this insight, the co-registration firms can go back to their affiliates and reward those participants generating the better leads while, perhaps, putting pressure on under-performers to shape up or be dropped. The only way for co-registration partners to know how well their networks are doing, says Kim, is for marketers to tell them. Check out the rest of the interview on page 17.
n At the end of Russell Kern’s B-to-B Insights column (see page 33) you’ll notice a small announcement about a joint event between Target Marketing and The Kern Organization that will take place on June 8. I’m excited to say it’s our very first webcast, and it truly is a collaboration on the part of many talented people. In fact, a small, behind-the-scenes project involved calling on the list contract expertise of Edith Roman Associates, Target Marketing’s list firm. While Edith Roman Associates is not a direct party to our webcast offerings, the helpful, smart folks over there had no problem giving my team guidance on the list aspects of a webcast. That’s service anyone can appreciate—and we do. If you’re interested in the webcast, “25 Advanced Direct Marketing Strategies That Lift ROI up to 200%,” visit www.targetmarketingmag.com/webcasts to learn more and register. We would love for you to join us online for the presentation.