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Finding the A-list: luxury customers

Suzanne Hader, principal, 400twin August 13, 2008

Over the past two decades, a variety of economic factors have created enormous new wealth. And for those looking to spend it, it's about indulgence and self-expression along with a luxurious customer experience at every juncture - whether through direct contact with a live salesperson or direct marketing in the form of a catalog, brochure or personalized e-mail. Direct marketing can be highly effective in reaching this lucrative segment - one that represents an estimated $220 billion in annual spending on goods and services.

Journeys with enterprise master data management

Ravi Shankar, senior director of product marketing, Siperian Inc. August 13, 2008

Companies planning a master data management (MDM) implementation tend to have important questions regarding vendors, strategies and ensuring success and ROI. Fortunately, these companies can learn and benefit from the experiences of organizations that have pioneered MDM and organize their efforts around a common set of principles.

In Circulation: No recipe for success

Lauren Bell August 11, 2008

Fishing & Hunting News (FHN) stopped publishing last week, with its last edition dated August 7. The publisher of FHN, when asked for an interview, declined, saying, "The skeleton crew we have now, including myself, are just too swamped to respond to even your simple set of questions. I apologize."

Gift subscriptions: Seven super subscription steps

Peter Stein, director of business development, Canterbury Graphics Strategic Marketing August 11, 2008

Everyone loves getting gifts — no matter how small — and the gift-giver reaps the rewards of gratitude. It comes as no surprise, then, that gifts are a highly effective and profitable source of subscriptions for publishers, and have been for many years.

Hitting your target every time with local search

Jennifer Black, VP of marketing, Local.com August 11, 2008

Marketing to customers in your neighborhood used to be as easy as putting up a sign or advertising in the local newspaper. Today's Web-savvy consumers shop for products and services locally on the Internet using local search.

Using search to measure the impact of offline media for geo-targeted campaigns

Michelle Stern, director of Client Services, iProspect August 11, 2008

Because search captures demand generated by other media, it can help you determine the impact of your offline marketing efforts. But what if your campaign is geo-targeted — can search still help you measure its impact? In a word, yes.

Adapting to the culture of "less"

Marian Salzman, CMO, Porter Novelli August 11, 2008

American consumers are waking to a harsh reality: We, our wallets and our natural resources are overextended, overweight and overwhelmed. The reaction is to pull back and say, "less." The push away from mega-consumption is today's mega-trend.

Obama campaign's logo signals new paradigm in election branding

Bernardo Gomez, group creative director, EuroRSCG August 11, 2008

Political leanings aside, most people — especially those who work in advertising — can appreciate the simple and powerful aesthetic beauty of the Obama logo. With an efficient use of color and geometry, the Obama camp has created a very versatile mark as the visual core of its campaign. If my knowledge of American presidential election history is correct, this is probably the first time that a candidate has actually built a logo and an entire brand identity around his own name.

Your letters may be tone deaf

Dean Rieck, direct marketing copywriter, DirectCreative.com August 11, 2008

Every audience is different." "Speak to people in their own voice." "You must be believable." These basic truths are drummed into direct marketers. But these lessons don't sink in with some copywriters.

Are the best lists in-house or rented?

August 11, 2008

List selection is important to direct marketers, who often have to decide whether to send an offer to their existing customer file or a rented list. Experts weigh the benefits of each.

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