January 2007 - Page 44 of 47

Selling the Shat

And now here’s where we make the obligatory joke about selling boldly where no continuity program has sold before The William Shatner Sci-Fi DVD of the

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ID, Please

Collette Vacations had a powerful marketing tool at its fingertips: A database of customer satisfaction survey responses, which also held information

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Video content is flowing onto the Web, and the video-watching audience is growing correspondingly. So it’s not surprising that direct marketers are showing interest in attaching ads to that content and reaching this online audience.

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Hospital Scores With New Mail Package

Sometimes it pays to take a risk. The San Antonio Hospital Foundation of Upland, CA sent out a 5,000-piece mailing last November to solicit donations

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Watch Out for the Little Guys

Sure, many of the big players in direct response have embraced database marketing’s best practices. They’re extending analytic capabilities across all mediums and integrating marketing channels into a single file.

But they’d better watch their backs: Small and mid-tier companies

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The Offer Might Not Matter

Two of the traditional building blocks of any strong direct response campaign have been the creative and the offer. But in an area where consumers are

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Ready for Syndication Soon?

RSS may stand for Really Simple Syndication (among other less-descriptive things), but there’s nothing simple about selling the automated Web feed processes

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Saving Grace

But why do you want to save? Are you putting away pennies for a sailboat, or to pay your daughter’s way through college? Maybe you’re dreaming of taking a trip to Italy to see the village where your grandfather was born.

All of these reasons are emotional as well as fiscal, a theme HSBC Direct is using for a new series of DRTV ads set to air this month.

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David Takes on the Goliaths

Retailer Dave’s Soda and Pet City made its first move into the multichannel world last month with an e-commerce site to promote the national launch of Simply the Best dog food.

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