If you want to improve results for your promotions, your offer is one of the first places you should look to make changes. Offers are central to direct marketing. Strip away the techniques, formats and tactics, and you’re left with people accepting or rejecting offers.
Few would argue that list prospecting just ain’t what it used to be. “Been there, tested that,” aptly describes the reality of sourcing names for marketing managers with seasoned products to promote. But opportunities still are out there for those list pros who are willing to walk a little further and look a little harder—work reminiscent of the days when the list business was just getting off the ground. One marketer who will be sharing her group’s rolled-up-our-sleeves stories at tomorrow’s List Day, held at the Marriott Marquis, is Jacqueline Meltzer, senior marketing manager for People magazine. She will present list prospecting ideas as part
Who Speaks for Your Company? The new General Motors strategy of offering employee pricing on all new models resulted in a 47-percent sales increase in June. Ford promptly followed suit. Chrysler went them both one better by not only offering employee discounts but bringing back Lee Iacocca--the man who saved the company in 1982 and became its spokesman--to do the TV commercials, complete with the line he made famous, "If you can find a better car, buy it." In 1955 Ogilvy & Mather dreamed up the idea of using the CEO of Schweppes USA, the elegant, bearded Commander Edward Whitehead, as the centerpiece of
By Paul Barbagallo Target Marketing spent a few moments on the phone with this year's inductee into The Direct Marketing Association (The DMA) Circulation Hall of Fame, John Squires, executive vice president, Time Inc. Squires' responsibilities include overseeing Time Inc. consumer marketing, Time Inc. Interactive, and Entertainment Weekly magazine. Target Marketing: In this tough economic climate, what is one thing circulation directors can do to maintain their circulation? Squires: I think probably the area with the most opportunity right now is to look at the marketing flexibility that's been provided by the revision of the ABC rules that were put into effect a