Two Iconic Business Models That Failed — 2


10 Hispanic Marketing Mistakes to Avoid

According to U.S. Census Data, by the year 2050 the Hispanic population is expected to grow to about one quarter of the total U.S. population. To successfully reach this valuable market, avoid these common Hispanic marketing mistakes: 1. Don’t make assumptions about the Hispanic market—consult a Hispanic direct response marketing professional. 2. Don’t launch a product or campaign in the Hispanic market without doing research. 3. Don’t enter the Hispanic market without making a long-term commitment. 4. Don’t forget to get your message out—loud and clear! 5. Don’t dilute your brand—it’s all you’ve got. 6. Don’t forget to educate your senior management.

Arthur Middleton Hughes To Present What’s Working NOW! Webinar On How To Do Effective Database Marketing

Columbus, OH: January 9, 2007 - Training and development firm Working NOW! is teaming with Conference Call University and DM2-DecisionMaker to present an online training session on today’s best practices in database marketing. Preeminent database marketing expert Arthur Middleton Hughes will be the instructor. The program will take place on Tuesday, January 22 from 11:30 AM until 1:00 PM EST (17:30 - 19:00 GMT). Hughes, Founder of The Database Marketing Institute, vice president/ Solutions Architect for KnowledgeBase Marketing and author of seven books on database marketing, will present an educational module entitled How To Outgrow and Outprofit Your Competition: 7 “Musts” For Database Marketing Success.

Six Tips for Stock Image Success

After decades of use, the 1970s inspirational office poster that says, “Hang in There, Baby!” and shows a very serious little kitty hanging by its paws is a completely exhausted image. We’ve seen the poster re-imagined with different cats on tree branches, jungle gyms, building ledges—you name it. With the advent of stock photography and illustration Web sites, marketers need to keep the above example in mind and be wary of making trite or obvious choices in their campaigns. Steve Penn, CEO and executive creative director of Minneapolis-based direct response firm Penn Garritano, also recommends the following best practices for marketers to successfully incorporate

Southern Progress’ Steve Crowe on Leveraging Co-op Data

In the quest to mail more efficiently, building a best customer profile is one way to achieve your company’s ROI goals. And using purchase history from a data cooperative to develop this profile can more precisely target prospects and boost response. Here, Steve Crowe, vice president of consumer marketing for Birmingham, Ala.-based Southern Progress Corp., explains how his company leverages third-party data. Southern Progress publishes magazines including Southern Living, Health and Sunset magazines, as well as books through its Oxmoor House division. Target Marketing: How do you use third-party data to build customer profiles? Steve Crowe: We purchase publicly available data. Working with Alliant

Test ‘Up’ in Direct Mail Vouchers

An increasingly popular direct mail format, the voucher has infiltrated almost every sector from financial, to publishing and even fundraising. What makes this down and dirty format tick is its low production and design costs and high ROI. Yet, many marketers hope to avoid format fatigue and develop new controls by testing up—i.e., adding more value—in voucher formats. “I think vouchers are sort of going to fatigue … I think product mail really has to differentiate itself from the financial services, and I’m not sure the voucher format is the best way to do that,” explains Simon Aronin, associate publisher for Scientific American. Aronin

Two Iconic Business Models That Failed — 2

In 2001-2002 I did some consulting with Arbitron--the company that measures the listenership of radio stations around the country. It sent out little pocket diaries and asked people to keep track for a week of what they listened to on the radio. I traveled several times to the Arbitron HQ in Columbia, Maryland where I had meetings with various department heads and wrote and designed some promotional material. On a ZipDisk somewhere might be the creative work I did. But my experience working with Arbitron is hazy at best. What is not hazy is that several months after we parted company, I received