Even before Gritty streaked in front of nearly 70,000 hockey fans in Lincoln Financial Field, the Flyers mascot laid a streak of lightning across social media with his irreverent debut in September 2018. Everything from his origin story to taunting the rival team on Twitter showed Gritty got his Philly fans, the first marketing challenge for all brands.
Cheaper doesn’t always equal better. When CSi Complete, a company that provides customer satisfaction indexing for auto body shops, was looking to expand its customer base, it decided it was worth the extra money to send a little more than a standard mail package. Working with Positive Response, a direct marketing consultancy in Dublin, Ohio, CSi Complete orchestrated a three-step dimensional mail campaign to get the attention of the busy owners of auto body shops and encourage them to set up telephone meetings with a sales representative. First, the company sent a message in a bottle—a 32-oz. sport water bottle that served as a
No company wants to experience a privacy breach. But no security plan is foolproof, and a breach is most likely to happen in a manner you hardly expected. As such, it’s best to have a plan of action. Breaches can occur in numerous ways, says Oliver Ireland, a partner at Morrison & Foerster, which specializes in financial services. Types include Web site hacks, lost or misplaced computers, physical penetration or burglary, employee misconduct, and negligent failure to secure or destroy information. Once a break in privacy occurs, assess its severity. “In the financial world, I think about two kinds of breaches,” says Ireland. “One is the
As the lines between business and consumer transactions continue to blur, B-to-B marketers need to start thinking about spam legislation. Going forward, "there will be little differentiation between how we market to consumers and businesses, here and abroad, and between channels," says Matt Leonard, customer information and EDGE policy and privacy, IBM. Leonard spells out how he sees the B-to-B e-mail and online marketing environment changing, and offers some practices companies should engage in now. When thinking about your customers, says Leonard, remember that: They may be more technically savvy than you. There will be hell to pay for boilerplate trickery on the
If you haven’t had time to keep up with the ever-changing privacy landscape (or have had your head buried in the sand waiting for the privacy issue to go away), now is a good time to assess how your company says it protects privacy—and how it actually does. With new legislation in recent years changing the way companies must do business, the money it’ll cost to double-check your privacy practices could be dwarfed by what you might pay in fines. Perhaps the best way to assess your risk is to conduct an audit of your privacy practices. According to Brian Tretick, a principal at
About a month ago I attended the Direct Marketing Association’s net.marketing Conference & Exhibition. Despite the Jan. 1 enactment of the Can Spam Act, attendees and speakers were very bullish on the potential still waiting to be tapped by online marketing strategies. But several marketers expressed reservations—especially when it came to affiliate programs. Online partnerships, marketers cautioned, require careful partner selection, monitoring and tweaking for success. But it’s not only sales revenue you have to safeguard; your company reputation is also at stake, as evidenced in the following example of customer abandonment. Target Marketing’s Senior Editor, Brian Howard, was surfing the Web last November