Marysville, Ohio

By Alan Rosenspan Late last year, my agency received a number of calls from companies who generated leads through telemarketing. "We can't call anymore," they would say. "So we have to make our direct mail work much harder for us." One such company was Scotts LawnService, a division of Scotts. Scotts LawnService is a $100 million company that provides lawn care and service primarily to homeowners. Its control package promised a "thick, green Scotts lawn ... without lifting a finger," and it performed well for many years. However, even the best direct mail package can become tired, and response had started to

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