Q&As

Fred Ackerman

Multi-channel marketing for the small business takes many different forms. Direct mail is now supplemented, or even replaced, by electronic sales. Direct is ideal because it can be used economically by local and regional merchants to reach closely-targeted local geographic areas at a very low cost, even specific neighborhoods, like a lawn-care contractor serving geographically selected regions.

Financial services aimed at small businesses have become fashionable, but are they genuine? “In our research, we found few firms that actually had fully functional small business brokerage platforms, versus those that were designed for individuals and simply re-labeled as small business,” said Michael Ellison, executive vice president at Corporate Insight and author of the Broker Monitor report.

Islands are known for fostering a pretty relaxed definition of efficiency. Maybe it

Brands rely on incentive and premium programs to build consumer trial and loyalty. Two-thirds of respondents to PROMO’s third annual P&I Study indicated that their incentive program is designed to build consumer/brand loyalty. This year, the benchmark report includes trends in program goals, spending, ROI tracking, and much more

McDonald’s has come under fire from an environmental group over a Happy Meal promotion that gives away toy Hummers as premiums.

Retail giant Best Buy has named Barry Judge to lead marketing after the surprise departure of Mike Linton.

Pond’s says why wait for him to ask you out, it’s okay to take a chance and ask him out on a dream date to Rome via its new sweepstakes.

Lexus is using its advantage as the Official Vehicle of the 2006 US Open and Presenting Sponsor of the US Open Men’s Singles Championship to serve up promos right down the baseline of the tennis event.

The Los Angeles Times is taking a step back in time—nearly 60 years—to help promote Universal Pictures’ upcoming film The Black Dahlia.