The success of a spring loyalty effort by The Scotts Co. bodes well for a national rollout of Grow, a magazine for consumer gardeners. An initial mailing of 500,000 copies yielded double-digit sales increases in the test areas.
Looking to turn off customers? Hoping to overwhelm business partners? Enjoy confusing your suppliers? Then try one or more of these seven deadly sins of newsletter writing. Each is a guaranteed business-loser. (And in case you're looking to attract business, for each sin, we've also
Building and maintaining your business-to-business house file can be daunting, says Bernie Goldberg, president of Yardley, PA-based Direct Marketing Publishers.
Consumers are more likely to consider and choose a brand when exposed to in-cinema advertising, a recent Impact Study found.
Direct mail is playing an ever-larger role in promotion. Whether for coupons or sample distribution, building buzz for product discounts or driving consumers to the Web to try online sweeps, direct marketing is the name of the game.
Coupon distribution via free-standing insert was up 7.7% in 2004, according to TNS Media Intelligence, to 251 billion offers — the fastest growth rate the company has recorded in five years. Total FSI pages in North America also grew 7.7%, to 189.3 billion.
Promotion agency revenues hit an estimated $4.22 billion in 2004, up a respectable 12%. That's less than half of the 26% increase agency execs had been expecting for 2004, but a steady increase nonetheless. Nearly half of U.S. agencies expect to boost revenues in 2005; and a quarter of shops say they expect a bump…
Arising tide may lift all boats, but when it comes to the growth of the promotional marketing industry, not all boats are rising as quickly or as far as others this past year.
Direct mail was the most popular channel used by Hispanics that made direct response purchases, followed by DRTV and online marketing. Telemarketing trailed a distant fourth, according to a new study from the Direct Marketing Association and Directo: the DMA's Council for Hispanic Marketing.
By now most multichannel merchants know about matchbacks and the importance of understanding where online and retail buyers are coming from rather than guesstimating the percentage of sales driven by the catalog or an e-mail campaign.
