When AARP unveiled its new website last summer, it used a trivia game for the first time asking questions that prompted people to move around the site exposing them to all the new content, tools and features.
The Promotional Marketing Association is celebrating its 100th year. To mark the occasion, Promo talked with PMA president Bonnie Carlson just before the trade
Wrangler is going back to its roots with a jean design competition that wraps up with the winner’s project appearing as part of the “Next Blue” jean collection launching this fall.
OnStar’s in-vehicle service is channel for sweepstakes to reactivate former users
Marketers who don't get enough information from recency, frequency and monetary (RFM) analysis can consider adding a fourth metric to their calculations: Tire tread measurements. Granted, this metric will only yield useful data for a limited number of companies. But Sullivan Tire Co. Inc. is one such company, and when tires on a customer's car…
For marketers, using data to determine which marketing communications contributed to generating a purchase helps guide media decisions. But capturing and incorporating these influences is difficult for marketers of all stripes—those focusing on consumers as well as industrial targets. And within the business-to-business arena, there are additional complexities. It is easy—and therefore tempting—to attribute a…
A new database marketing model has helped Microsoft lift prospecting email and telemarketing response rates by as much as 300%.
Regal Entertainment Group has found success in replaying an annual sweepstakes that offers its loyalty members a trip to the Oscars. Each year, the promotion also entices new members to join helping the company to grow its membership to 6.7 million, the largest loyalty program in the industry.
Bath and body products retailer Crabtree & Evelyn is hoping an aggressive customer contact strategy and an updated loyalty program will result in the sweet smell of success. At the heart of its re-energized customer focus is "Platinum," a loyalty program the company launched just over a year ago to replace its "Preferred" scheme. For…
Goldilocks’ experiences—particularly with too hot/too cold and too big/too small—are meaningful when it comes to using information in marketing. Given the nuances of data-driven targeting, the pressure is on all of us marketers to get it just right.
