Connie LaMotta

Last year the concept of local marketing entered my radar screen via consultant Don Libey. He spoke at a Direct Marketing Idea Exchange luncheon about the opportunity for direct marketers to reach out to companies and consumers on a local level to promote the benefits of buying remotely. For example, companies could target purchasing department heads with offers that are directly competitive to those used by nearby big box retailers. Overall, it doesn’t appear that this concept has taken root in the direct marketing world, unless you consider the expansion of catalog companies into the retail sector. But, as Libey’s latest report notes, at

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