Karen Rice Gardiner

Marketing Sustainably: A blog posting questions, opportunities, concerns and observations on sustainability in marketing. Chet Dalzell has 25 years of public relations management and expertise in service to leading brands in consumer, donor, patient and business-to-business markets, and in the field of integrated marketing. He serves on the ANA International ECHO Awards Board of Governors, as an adviser to the Direct Marketing Club of New York, and is senior director, communications and industry relations, with the Digital Advertising Alliance. Chet loves UConn Basketball (men's and women's) and Nebraska Football (that's just men, at this point), too! 

By Sharon Cole Last year, the National Geographic Society won a Direct Marketing Association Echo Award for its poly-bagged sample-issue mailing that featured a specimen issue titled, "Selections From NATIONAL GEOGRAPHIC." The mailing, which offered a world map as a back-end premium, reaped great rewards for the prestigious society. But a consistent repeat of this campaign is simply too costly for any company or organization to consider. A variation had to be created. What evolved was a smaller and slimmer polybagged mailing that includes a poster-size world map as a front-end premium (Archive code #202-171603-0410B). The entire package consists of the world map and

Last year the National Geographic Society won a Direct Marketing Association Echo Award for its polybagged sample-issue mailing that featured a specimen issue titled, "Selections From NATIONAL GEOGRAPHIC." The mailing, which offered a world map as a back-end premium, reaped great rewards for the prestigious society. But a consistent repeat of this campaign is simply too costly for any company or organization to consider. A variation had to be created. What evolved was a smaller and slimmer polybagged mailing including a poster-size world map as a front-end premium (Archive code #202-171603-0410B X). The entire package consists of the world map and a membership acceptance

By Denny Hatch & Hallie Mummert A brilliant salesman and sales trainer known as Elmer "Sizzle" Wheeler came up with one of the great rules of selling: "You sell the sizzle, not the steak." A few exceptions to this rule exist, one of which is specimen issues of newsletters. A constant topic of debate: Do you send a sample newsletter in your subscription mailing (send the steak)? Or do you talk about it and promise to send a free sample issue with a money-back guarantee (sell the sizzle)? Newsletters typically are only 8 to 12 pages in two-color, so sending the steak in a

Partner With Your Direct Response Agency to Produce On-Budget, On-Schedule Campaigns By Hallie Mummert Few relationships are more slippery than that of direct marketer and agency, or direct marketer and freelance creative professional. After all, the creative process is often a subjective one, where the direct mail package or space ad is only as good as the client says it is. Even more troublesome is when the market judges the creative effort a flop: Can the reason be traced back to the agency or the client's involvement in the final product? Let's face it, when all goes right, no direct marketer questions

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