Alan Rosenspan

Alan Rosenspan
3 Tactics to Update the Offer

Chances are, if you're doing direct marketing, you already have a good offer. But it may not be working as well as it used to, or you simply may want to try something new.

Strategy Session: 7 Ways to Win at Sweepstakes

I probably shouldn't be sharing this—but I've become extremely wealthy. Or at least, I will be in the very near future. Apparently, my email address was entered, without my knowledge, in the (you pick one) U.K. Lottery Sweepstakes, the Netherlands Lottery and the Sierra Leone Grand Lottery.

Strategy Session: 5 Big Ideas You Haven't Tried Yet

In his first book, "Confessions of an Advertising Man," David Ogilvy wrote: "Unless your advertising is based on a big idea, it will pass like a ship in the night." To which I add, "And in direct marketing, your ship will sink."

5 Big Ideas You Haven’t Tried Yet

In his first book, "Confessions of an Advertising Man," David Ogilvy wrote: "Unless your advertising is based on a big idea, it will pass like a ship in the night." To which I add, "And in direct marketing, your ship will sink."

Strategy Session: Making Mail More Relevant

Back in 1992, I received a phone call from the late Walter Schmidt, who was interested in having me present at the Montreux Symposium in Switzerland. Montreux was not only one of the most beautiful cities in Switzerland, nestling on Lake Geneva and dwarfed by the magnificent Swiss Alps—it was also home to the world's leading direct marketing conference.

Strategy Session: Making Mail More Relevant

Back in 1992, I received a phone call from the late Walter Schmidt, who was interested in having me present at the Montreux Symposium in Switzerland. Montreux was not only one of the most beautiful cities in Switzerland, nestling on Lake Geneva and dwarfed by the magnificent Swiss Alps—it was also home to the world's leading direct marketing conference.

Strategy Session: Anti-social Media

At the risk of seeming anti-social (or worse, a jerk), I have to confess I just don't understand all the fuss about social media. You'll find articles on it on the cover page of virtually every industry publication, and it's all over the web-social media is obviously the next big thing. Here's why:

Strategy Session: A Question of Strategy

Several years ago, I agreed to interview for the job of creative director with a major New York direct marketing agency. I didn't want the job for a variety of reasons, but my friend and mentor, Jerry Reitman, asked me to go through with the interview. So I flew into New York for lunch with the president of the company. He began his conversations with a provocative question: "What's your philosophy about direct marketing?"

Strategy Session: Think Like a Direct Marketer

Coca-Cola has kept its soft-drink recipe a secret for more than 100 years. It was originally a public relations strategy, which helped Coca-Cola stand out of the pack of dozens of cola drinks and eventually dominate the market. Today, with revenues greater than many of the countries it markets in, Coca-Cola sells more than $50 billion worth of beverages every day.
According to Wikipedia, the few employees who know the recipe must fly on separate planes when traveling and cannot be left alone with strangers while they are together. As recently as 2006, three people were arrested who were trying to sell the secret recipe for Coca-Cola to the company's arch-rival, Pepsi, for $2 million. Pepsi was decent enough to decline and called in the FBI.