Every day, it seems harder to get consumers to respond, and with marketing budgets continually getting slashed, offering premiums can seem like a dicey proposition. But Carolyn Goodman, managing partner and president of Goodman Marketing Partners, a San Rafael, Calif.-based direct marketing company, says premiums can provide an added boost to response. “I think today’s consumer is less willing to give you something for nothing,” she says.
Goodman Marketing Partners
April 15, 2009
KCSM FM is so jazzed its member retention drive struck the right chord with donors that the station plans to sing the same tune for at least the next year.