Establishing a brand image that is fluid, one that can flex to move with the marketplace and "that consumers can adapt to their own individuality," according to fashion icon Ralph Lauren, is a worthy goal for any marketer.
Across America’s cities and towns, the general populations are shifting to a more ethnically diverse mix. A new report in December 2005 by the Center for Immigration Studies found that U.S. immigration is at peak levels; 7.9 million people moved to the United States in the past five years. Current U.S. Census numbers place 39.9 million Hispanic-Americans in the continental United States, or about 13.7 percent of the population. Other ethnic populations are at high levels, as well: African-Americans now account for more than 12 percent of U.S. residents. Using insert media to reach ethnic markets provides both good targeting and a low cost per thousand
By Lisa Yorgey Lester It sounds like a simple, cost-cutting solution for direct marketers: exchanging lists of equal value with another mailer without transacting a single cent. No rental fees are incurred and highly desired access to sought-after, no-rent lists sometimes can be gained. But the swap still has its risks. Not only would you relinquish your own potential rental income, you must be vigilant about the actual worth of the names being bartered—and whether the ones you receive are equal to the ones you hand over. In essence, the list exchange is not merely a source of free names. So, when
By Lisa Yorgey Mailing a campaign without doing sufficient list research is comparable to flushing money down the drain—no matter how good your product, offer or creative is. List selection is a highly skilled process based on experience—in a given market and with a particular list. And in this process, a broker can play an important role in a mailer's marketing strategy. Following are some of the numerous ways list brokers can contribute to the success of your marketing efforts. - Brokers bring to the table their experience with other mailers. "Because brokers often specialize in specific markets, they know how other mailers
It was December 1997 when Langhorne, PA-based Lenox Collections began talking about creating an internal database of product images. "We realized that to serve our many internal clients—including media and direct mail advertising, the catalog group, retail and U.K divisions and e-commerce—we needed access to our images through an inhouse archive," recalls Lisa Woodard, director of creative services for Lenox Collections, the direct marketing division of Lenox Inc. Until then, the company hadn't sat down and added up the value of this huge asset: It has over 2,000 solo product images valued at $800 a piece, totaling $1.6 million, plus another 1,200 catalog