Engagement
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Direct Marketing | Print
Bookspan Rolls Out Hispanic Book Club
Hispanics, now the largest minority in the United States, are being targeted in a major push by Bookspan for its Spanish-language book club Mosaico. The
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Direct Marketing | Print
Can the Small Cataloger Compete?
This past holiday season, as many as 25 catalogs hit my mailbox daily. The mailman acknowledged that the local post office simply couldn’t keep up with
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Engagement
CHASING THE ROI GRAIL
In these days of metric-mania, it is popular practice for many marketing messiahs, brand builders and retail gurus to approach a return on investment
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Engagement
SCION OF THE TIMES
For the launch of the new Scion, carmaker Toyota has gone against the grain. The company has run no TV ads, salesmen at its dealerships do not speak to
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Engagement
Spring Break 101
Spring Break is weeks away and nothing is going according to plan. Two sponsors have dropped out, three more want in. You’re short on field staffers,
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Direct Marketing | Print
Mailing to GM Dealers Pulls 17% Conversion
A provider of office forms to the automotive industry has garnered a 17% conversion rate with a lead-generation mailing featuring a sweepstakes. The mailing,
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Direct Marketing | Print
Femail Embraces Mail for Valentine’s Day
Femail Creations has mailed 500,000 copies of its Valentine’s Day catalog, one of five drops it will make this year, for a total of 3 million pieces.
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Direct Marketing | Print
Gold Points Returns to Postal Mail
Despite being 10 times more costly than e-mail, Gold Points Rewards plans to send out 50,000 postal mail pieces each month during 2003 at a cost of roughly
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Direct Marketing | Print
USPS Bilked in Postage Scam
A direct mail lettershop and its production manager bilked the U.S. Postal Service out of millions of dollars by falsifying reports and using them to
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Engagement
Gee, Dad, where did that come from?
It was one of those desperate client missions that many of us face: ad budget is near zero, but still needs to reach impossible sales targets. Care to