Strategy

Q&A: IKEA, 89 Degrees Discuss Award-Winning Store Opening Email Campaign, Part 2
October 16, 2009

This week we bring you the second in a two-part interview I conducted with Marty McGuire, direct marketing manager of IKEA US, and Ann Hopps Morgan, partner and vice president of strategic marketing services for 89 Degrees, a Burlington, Mass.-based integrated marketing agency. They discuss several campaigns they've worked on together and offer best practices around using email to promote local events.

5 Big Ideas You Haven’t Tried Yet
October 1, 2009

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."

Building Loyalty From the Lobby Up
October 1, 2009

Perhaps it’s not ironic that InterContinental Hotels Group, which has always prided itself on focusing on customers, also happens to manage the world’s largest hotel loyalty program — with a whopping 43 million members around the world. What’s intriguing is how IHG maintains it with online communities.

4 Important Signs that your Lead Scoring is not Working
September 30, 2009

Most B-to-B marketers are now bought in to the concept of lead scoring. Using a combination of activity and known data to identify who is ready to speak with sales, and who is not, has become an accepted concept for most marketers who are focused on enabling their sales team.

How to Guarantee Direct Response Success
September 1, 2009

Some years ago, I bought a pair of charcoal gray Monsanto socks. On the sticky label that holds the socks together was a little guarantee written in tiny type below the company name. It informed me that if, at the end of a year, my socks had worn out, I could return them, along with the receipt, for a brand new pair.

Partners in Change
September 1, 2009

There's a common thread many nonprofit organizations share when it comes to direct mail fundraising appeals—they can fall into the trap of hyping up all the great things their organizations do instead of discussing all the ways the donors help.

Tricycle Magazine Perfecting a #10
September 1, 2009

Deluxe self-mailers appeal to publishers for a few main reasons: their creative potential, visibility in the mail, quick production time and low cost. Yet when publishers test self-mailers against more traditional letter packages, they may find that the more expensive letter packages still come out on top.