Strategy

Before and After
June 1, 2009

One engaging and prevalent device commonly used to promote diet and weight-loss products is the before-and-after image. For example, not convinced that product X will trim inches off of your waistline? Just look at the "before" shot of a frowning, overweight customer and then the "after" picture of a slim, smiling customer.

The Obama Effect, Part II: 20 Takeaways for Multichannel Fundraisers
May 1, 2009

In part one of this article, published in our April issue, we discussed how the Obama for America campaign became so powerful online, raising half a billion dollars total in small donations. It's true that a political campaign has unique elements that make it ripe for online marketing, such as constant media attention, big name recognition, high emotions and a quick deadline to meet, yet there are many best practices that fundraisers can take away from the Obama campaign.

Famous Mail
May 1, 2009

Valerie Bertinelli promises slimmer hips and thighs with Jenny Craig. Suzanne Somers used to make the same promise with the ThighMaster, recall? Morgan Fairchild offers love advice for Old Navy website visitors in a live chat. New England Patriot's star Tedy Bruschi touts the benefits of life insurance for Boston area consumers. Genevieve Gorder of "Trading Spaces" gives home improvement advice and endorses 3M Corp.'s building products. Teen idol Vanessa Hudgens shares her back-to-school wardrobe preferences in a Sears magazine aimed at teenage girls.

A Clear Winner
May 1, 2009

To truly reach time-crunched consumers in the mail, marketers must find ways to pique their interest. Sometimes, that means straying from the norm-even if the norm typically pulls the best results.

Strategy Session: A Question of Strategy
April 1, 2009

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?"

The Obama Effect, Part I: 20 Takeaways for Multichannel Fundraisers
April 1, 2009

There's no question that the Obama for America campaign set a new standard in online fundraising. Of its $750 million raised, half a billion came in online. Let me say that again. Half a billion dollars came in online; that's 6.5 million small donations, with an $80 average gift, from 3 million donors. Those numbers are staggering. So how did Obama for America do it?

A Key Stop Along the Way
April 1, 2009

You have a first-class product that's proved itself on the market for 18 months. You've run some solid direct mail campaigns around, it and they've helped you capture 40 percent market share. Should you stand pat and send the same lead generation effort out again?