Discount retailers, such as Target, Macy’s and J.C. Penney, have tried various pricing strategies over the years to lure customers to buy more of their products. The primary tool in the competitive arsenal is to offer the best value because they know that customers are motivated to seek out price savings and great deals on frequently purchased products. Seems simple right? Just offer low prices and people will come. That is not necessarily the case, though. Feelings affect our shopping decisions. An economist would say that customers are rational beings who try to get the most value
As a creative who understands production, Patrick Fultz is always trying to tweak existing formats in order to get them to work better or simply inventing new ones. As president/CCO of DM Creative Group in Port Chester, N.Y., he seeks to reinvent the way companies go about customer acquisition, retention and win-back campaigns by combining the power of direct mail and digital marketing output.
She began life after college as a school teacher before getting a job in the circulation department of a small magazine in New York City. That was when Caroline Zimmermann began to learn about direct marketing, including how much she liked it, to the point that she next got a job at a boutique direct marketing agency, where she became fascinated by both the art and the science of direct marketing—including whether or not her promotions worked.
The full list of 2007’s Top 50 Mailers (excludes catalogers) Company Sales/Revenue Industry List Manager(s) (in millions) Citigroup $146,558 Financial Does not rent Bank of America $117,017 Financial Does not rent JP Morgan Chase $99,845 Financial Does not rent 4 Sprint/Nextel $41,028 Telecommunications Does not rent American Express $27,136 Financial/Media Millard Group Washington Mutual $26,454 Financial Does not rent Capital One $15,191 Financial Does not rent Time Inc. $5,846 Media Millard Group/ Belardi-Ostroy Inc. 4 Pitney Bowes Co. $5,730 Business Services MeritDirect Salvation Army $5,300 Nonprofit Does not rent 4 Discover Card Services Inc. $5,000 Financial Does not rent Hearst Magazines $4,550 Media Direct Media International American Red Cross $3,919 Nonprofit The Carol Enters List Co./ American List Counsel The New York Times Company $3,289.9 Media American List Counsel BMG/Columbia House $2,400 Media Specialists Marketing Services/American List Counsel Reader’s Digest Association $2,386.2* Media American List Counsel/ The Catamount Group 4 Scholastic Inc. $2,283.8 Media Specialists Marketing Services/ Millard Group/List Services Corp. Dow Jones & Company $1,783.9 Media American List Counsel Meredith Corp. $1,600 Media American List Counsel/ Millard Group Company Sales/Revenue Industry List Manager(s) (in millions) Memorial Sloan-Kettering Cancer Society $1,623 Nonprofit Direct Media International Conde Nast Publications $1,400 Media Millard
Looking for another channel through which to acquire customers with a strong lifetime value? Of course this is a rhetorical question because who isn’t? Statement inserts are advertisements for products or services that ride along with monthly billing statements, and they may be your answer. There are upwards of 200 programs on the market today, and they fall into one of three primary categories: * Visa/Mastercard credit cards, including Bank of America, Capital One, Chase and MBNA, which account for about 125 million statements per month. * Retail credit cards, such as Saks, Macy’s, Belk and Sears, which total about 60 million statements per
The following is the full list of Grand Controls identified by the Who's Mailing What! Archive as having been mailed for three years or more during the past decade (1995-2004). For more information on any of these mailings, contact Archive Director Paul Bobnak, at (215) 238-5225. Or, to order access to the entire direct mail library of mailings received by the Archive between 1994 and the present, visit www.whosmailingwhat.com. AARP Membership Registration Archive Code: 571AMASRP0604Z AARP Membership Card Archive Code: 571AMASRP0397A AARP Certificate of Admission Archive Code: 573AMASRP1095AZ Advertising Age Year/$69.95 Archive Code: 205ADAGEM0799Z Air & Space 5 + 1
About a month ago I attended the Direct Marketing Association’s net.marketing Conference & Exhibition. Despite the Jan. 1 enactment of the Can Spam Act, attendees and speakers were very bullish on the potential still waiting to be tapped by online marketing strategies. But several marketers expressed reservations—especially when it came to affiliate programs. Online partnerships, marketers cautioned, require careful partner selection, monitoring and tweaking for success. But it’s not only sales revenue you have to safeguard; your company reputation is also at stake, as evidenced in the following example of customer abandonment. Target Marketing’s Senior Editor, Brian Howard, was surfing the Web last November
The Hispanic market is one of the fastest growing segments in the United States. To tap into this market, it is important to come across as sincere as possible, stresses Ray Lugo, president of Positiva Inc., a direct marketing consultancy founded to bridge the gap between the Latin consumer and corporate America. Lugo, the former director of new market development at Columbia House, shared strategies on how to effectively reach Hispanics with insert media, at the first-ever Direct Marketing Association (DMA) Insert Day in September: - Don't just translate your general insert. You have to consider all the different language nuances. The offer
By Lois K. Geller Do you remember the Avis No. 2 campaign? "We're #2, We Try Harder." It was brilliant. Hertz's reaction also was brilliant. In an article I read a few years ago, Lee Clow, chairman and chief creative officer of advertising agency TBWAWorldwide, recalled that the president of No. 1 Hertz told his ad agency something like this: "I don't want us to talk about efficiency, clean cars, price, anything like that. The competition can duplicate all those things tomorrow. What I want our advertising to do is to make people like us." Make people like you. What a concept. By the
By Rick Blume You know the numbers in the multicultural markets: 39 million Hispanics, 37 million African-Americans and 12 million Asian-Americans. The Census Bureau has documented these three groups as the fastest growing in the country, and soon they will make up close to 50 percent of America's population—half of that of Hispanic descent. By 2007, with the general market's buying power projected to be in excess of $7 trillion, the multicultural market's buying power will be more than $2 trillion; Hispanics' spending power will rise to $927 billion, African-Americans' to $645 billion and