Tour de France

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Mike Mackin, League of American Bicyclists Just a couple days after Lance Armstrong sealed his fifth consecutive—and by far narrowest—Tour de France victory, a Target Marketing editor received this perfectly timed membership campaign from the League of American Bicyclists, (shown below), featuring the yellow jersey-wearer himself. We talked to Mike Mackin, director of membership for League of American Bicyclists—a Washington D.C.-based nonprofit working for a bicycle-friendly America—about the finer points of an event-driven effort. Target Marketing: Were you sweating it out during the last few stages of the Tour de France? Mike Mackin: We all have great faith in Lance, so … no.

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