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Consultants offer more than meets the eye

Patrick Hainault, consumer marketing director, Mansueto Ventures August 18, 2008

What comes to mind when you hear the word "consultant" is probably not positive. You might see them as jargon abusers, roll your eyes at faddish management theories or, worse, recall downsizing conspiracy theories. However, consultants — or, as you may know them, freelancers or outsourcers — offer a wide array of solutions for circulation marketers who are short on staff, budget or time.

Victoria's Secret uses e-mail tactfully, a paper catalog convert says

Anne Alden, creative director, Merkle August 18, 2008

I knew Victoria's Secret was good at marketing, but now I'm even more impressed. I went in store to purchase some unmentionables and said, "I'll give them my e-mail address — why not?" After all, the thick print catalogs tend to disappear when my teenage nephews visit. Within a week of handing over my address, I received this e-mail.

Consumers still love sweepstakes

Darrell Lester, president, Direct Mail Profit Improvement Team August 18, 2008

Maybe you used sweepstakes in the 1980s or 1990s, and then dropped them like hot potatoes. Or, maybe you've never tried these contests for promoting your product or company. No matter what your experience may be, I assure you that sweepstakes make a great marketing tool.

Branding tips for a down economy

Anthony Pappas, CEO, Pappas Group August 18, 2008

No matter how the White House tries to spin it, our economy is on the brink of a recession. In these cash-tight times, marketing budgets and brand-building activities are often the first cost centers to get the axe. But rather than slashing the budget and crossing your fingers, refocusing your marketing and brand-building initiatives can help you stay top-of-mind with customers.

Politics, Olympics demonstrate emerging media potential

Sharon Goldman August 18, 2008

Okay, I signed up. I'll be getting an e-mail and text message as soon as Barack Obama announces his pick for vice president. In fact, I might have already received it by the time you read this. However, I didn't sign up because I needed to be "the first to know," as Obama's Web site touted last week. Instead, this was a trailblazing marketing moment — the first time that a presidential campaign has used mobile and e-mail marketing in this way — so I wanted to see what the fuss was all about.

What's the best way to sell online ads?

August 18, 2008

To sell ads online, publishers and marketers are faced with a choice between aggregate ad networks or direct dealings. Our experts weigh the pros and cons of each approach.

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.

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