25 Trendsetters to Watch
The editors of Chief Marketer compiled an educated but fairly personal list of the trends and tactics we expect to see driving marketing in 2012, and an equally informal list of the brands at the forefront of those efforts...
Why You Shouldn't Over Segment Your Prospecting Database
Over the last few years, data marketers have gone to extreme lengths to cherry pick what they think is the perfect audience for each communication they send. But is this approach producing a profitable universe—or just a small one? ...
Marketing Predictions and Wishes for 2012
As 2011 rolls to a close, here are some predictions—and wishes—for marketing in 2012....
Tips for Using Your Database to Drive Revenue
Direct marketers usually aren't very creative about how they take advantage of their marketing databases. Sure, modern marketing databases are used to make general decisions about whom to promote. Typically this is done with rules-based logic such as recency, frequency, monetary value (RFM) cells or—even better—with statistics-based predictive models. However, this is just scratching the surface of what a modern marketing database can do. ...
Catholic Charities Chapter Reworks Mailings
The Catholic Charities Archdiocese of New Orleans is revamping its direct mail strategy to better promote its nearly 50 programs both to donors and prospects. ...
Customized Mailings Promote PIP/Sir Speedy Franchise Services
Franchise Services Inc. brands Sir Speedy and PIP Printing and Marketing Services are using custom printed direct mail pieces to promote their range of services. Simply put, says David Robidoux, vice president of marketing services: "We're using PURLs to sell PURLs." ...
List Segmentation Trends in 2012
Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week’s question: What new list segmentation trends do you expect to see going forward? ...
Effects of Email List Overabundance
Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week’s question: What effect is the overabundance of email lists having on the market?...
Best Practices for Using Cooperative Databases
Cooperative databases account for at least 80% of all consumer prospecting. Names selected from a co-op are super multiple buyers who respond well to any number of different offers. These buyers have been modeled from actual buyer files and are therefore they are highly qualified names. What’s more, they represent a good value for the money renting for $70 per thousand or less. ...
What Will Lists Cost Next Year?
Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week’s question: What do you expect to happen with list prices next year?...
Are Quick Response Codes Overhyped?
Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week’s question: Are QR codes overhyped or something mailers should consider using in their campaigns?...
Direct. B to B to C in Mix for Tullamore Dew U.S. Effort
The world's second-largest Irish whisky is Tullamore Dew, and yet comparatively few Americans have heard of it, favoring instead competitors Jameson's and Bushmills. Importer William Grant & Sons USA is using a mix of retail partner efforts and direct-to-consumer marketing to change that. The challenge for consumer brands that don't have their own retail operations is reaching consumers, obtaining data on consumers and using this data to modify and influence the brand's activities. Ken Reilly, the category marketing director at William Grant & Sons who is responsible for Tullamore Dew, is building a network of bartenders, bloggers and other influencers geared toward promoting the brand in 2012. ...
Direct Mail Campaign Promotes Home Value Insurance
Home price insurance firm Home Value dropped a one million piece mailing in late October, targeting homeowners in areas where home values have declined at least 15% in recent years....
The Right Way to Grow Your Email Subscriber Base
Many marketers wrestle with how to best grow their email subscriber lists. There are plenty of options, but they all have different pros and cons—and sometimes even legal consequences. From worst to better, here’s a quick rundown on some of these tactics and the pluses and pitfalls of each....
What List Niches Will be Hot in 2012?
Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week’s question: What list niches are likely to be hot in 2012?...
How Text Lists Will Affect the Presidential Campaign
It is no surprise both list brokers and marketers are gearing up for the 2012 Election. Donor and voter lists are being evaluated as marketers prepare to get the word out for political parties and hopeful candidates. Will text messaging be part of the mix?...
B2B, Consumer List Prices Falling: Worldata
Prices for many categories of lists continue to drop from last year's levels as a result of the overall economy and other factors, according to Worldata's just-released Fall 2011 List Price Index. ...
B2B, Consumer List Prices Falling: Worldata
Prices for many categories of lists continue to drop from last year's levels as a result of the overall economy and other factors, according to Worldata's just-released Fall 2011 List Price Index. ...
How Concerned Are Clients About Reduced Mail Delivery?
Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week’s question: How concerned are your clients about the prospect of reduced mail delivery?...
DRTV Sounds the Alarm for Medipendant
Medical alarm provider Medipendant is launching an integrated direct marketing campaign next month centering on cable DRTV spots....
