Giving is truly becoming the new “getting.” ... The trend includes global names such as Coca-Cola, Unilever, Nike and Toyota, as well as smaller, cutting-edge stalwarts like Warby Parker, Panera Bread and Runa Tea. Panera Bread, for example, recently opened several Panera Cares Cafes at which customers pay according to their financial means. Profits from the ventures will be used to fund job-training programs to help elevate the disadvantaged in the area. These companies are finding new and innovative ways to connect with their core customers and prospects—and using social good as the means of connection
Even in the digital age, the proliferation of direct mail continues. And capturing the attention of your audience has never been more competitive. Businesses and designers have had to adapt, offering more interesting print designs and ideas, pushing the envelope further and further. Sometimes this means companion websites or other promotional materials. You have a moment, not minutes, to make an impact with your brochure or package … make the most of that moment with a cool direct mail campaign that challenges the audience to engage with it and with you. If you want your brochure to sell your product
It's difficult not to hear about mail volume decreasing and the USPS taking a serious blow to the ribs; information of this nature populates news stories, blog posts and sometimes watercooler discussions—depending on in which office the particular watercooler is located. But it's not doom and gloom for everyone, especially those direct marketers who have taken the direct mail channel by the horns and used it to their advantage.
What a difference a year makes. With the U.S. Postal Service reporting mail volume on the decline to the tune of billions of pieces, it comes as no surprise that the 2009 Top 50 Mailers list is greatly changed from its 2008 counterpart.
By Lois K. Geller Every year I look forward to judging The Direct Marketing Association's (DMA) Echo Awards. It's interesting to get a bird's eye view of dozens of direct mail, TV and radio campaigns from business-to-business and business-to-consumer direct marketers. Recently, I walked over to The DMA headquarters on 6th Avenue to look at the winners. Many of the submissions were foreign campaigns. Sure, the Echos are an international competition, but in previous years there appeared to be many more U.S. entries. Maybe this year, after Sept. 11, we played it safe and mailed our controls, and didn't test as much.
By Paul Barbagallo As the Bush administration continues to inspire fear in the hearts of America's liberals—enough to get them to ink up a fat check to the democratic cause of their choice—the albatross of characterizing this donor market persists for left-wing fund-raisers. Unlike conservatives, who are typically affluent, family-oriented, well-educated and suburban, liberals are more pervasive throughout society, thus difficult to encapsulate with a quick snapshot. "For the most part, the conservative donor market is a very cut and dry group of individuals. The liberal market [however], is very large and very hard to pinpoint," avows Bart Loring, president and founder of
Targeting this close-knit niche can be hard, but also rewarding By Brendan Maher As far as market share goes, Christmas is the clear winner over Hanukkah. Its popularity as a major marketing event isn't even matched by the Super Bowl (yet). At least one person tried to change that: "So, if it feels like you're the only kid on the block without a Christmas tree, here's a list of people that are Jewish just like you and me." Saturday Night Live's Adam Sandler may have been joking when he went on to list famous Jews from David Lee Roth to Mr. Spock in
A child born with cataracts sees the world and his parents as shadows. Due to glaucoma, this young mother could barely see her baby girl. A 90-minute operation could cure this young girl. SightFlight—it's their only hope of ever seeing again. You can make blind eyes see. Without the benefit of a globally recognized name like the Red Cross or even an obvious cause like the Society for Prevention of Cruelty to Animals, ORBIS—an organization dedicated to fighting blindness worldwide—knew it had a tough task ahead when it set its sights on mailing to solicit donations in the United States. In