Target Marketing February 2009


An Ode to the Self-Mailer

You’ve heard the old line, “When the going gets tough, the tough get going.” Well, the economy couldn’t be much tougher, and that’s what makes this the ideal time to get moving.

Banner Ads=Music to Dada's Ears

Challenge: Boost customer acquisition. Solution: Interactive banner ads from which consumers can download music directly without being forced to leave the site on which they were originally browsing. Results: Improved ROI, which is leading to expanded testing and a probable larger rollout.

Don't Forget the Relish

A couple of months ago, in the thick of bad news involving political corruption, massive layoffs and disastrous winter storms, I made my way down Walnut Street in Philadelphia to meet a friend. Approaching a street corner, I noticed a homeless man sitting in front of a convenience store. As I leaned down to drop some change in his cup, a young woman emerged from the store and handed the man a hot dog box and some napkins. Turning away to cross the street, I happened to catch his reaction as he opened the box. “All right! She got me relish, too. You did good, girl!” he called after her. And just like that, I remembered how easy it can be to make someone’s day.

In Search of Rejuvenation

Nearly 500 years ago, Don Juan Ponce de León traipsed across Florida in search of the elusive fountain of youth. But the Spanish explorer may have been misguided about leaving home, as now Americans searching the Internet for rejuvenating vacation spots voyage to his native Iberian Peninsula in droves.

Marketable Smiles

Smile! Dentists make a promising market for anyone targeting entrepreneurs or medical professionals. There are more than 228,000 dentists in the U.S., according to the American Dental Association (ADA), and their incomes tend to start at more than $100,000 and reach more than $200,000 later on, particularly for specialists.

Operation Retention

As a marketer, you work hard every day to grow your e-mail list. You run promotions, solicit Web registrations, fight battles with other departments and basically do anything you can think of to build your list.

Part 2: Decoding the Intelligent Mail Barcode

In part one of this feature, published last month, postal experts reflected on the rules and challenges marketers face when implementing the U.S. Postal Service's new Intelligent Mail Barcode (IMB) system. From that discussion, experts agreed that full service was a more attractive option than basic service and implementing IMB before the May 2011 deadline…

Pointers for B-to-B Blogs

Attorney Peter A. Mahler knows he's no Matt Drudge. Then again, the Drudge Report has a different purpose and audience than Mahler's New York Business Divorce blog.

Show Some Brand Love

When was the last time you talked about love in your company meetings? Or passion? Or charisma? Or devotion? Perhaps it’s time to add those topics to your next agenda; not because it’s Valentine’s month, but because it’s the right thing to do all year long. When I facilitate and participate in strategic intradepartmental branding meetings with my clients, these words are always part of our conversations.

Size Matters

Paul Fredrick Sacher is one of the five premier catalog merchants of menswear—primarily dress shirts, ties and cuff links. A number of years ago, I drove out to his headquarters to do a full-dress story about his career and his business, Paul Fredrick MenStyle, for Catalog Success magazine.

True or False

There’s a lot of misinformation out there about what works in B-to-B marketing—much of it spread by highly paid consultants with new technology or channels to hype and axes to grind.

Valued Promotions

It’s February. Winter still has us in its grip and apparently, so does the economic downturn. Fortunately, there are specific things online retailers can do to mitigate its effects. The other good news is that growth in the online channel still outpaces brick-and-mortar.