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Direct Marketing

Targeting Video Series: Philip Thorn, head of marketing, US direct, Hiscox

Allison Schiff February 06, 2012

Philip Thorn, head of marketing, US direct, Hiscox and Hiscox head of communications Hunter Hoffmann discuss targeting in the insurance vertical

Where are your customers?

Carol Krol February 01, 2012

Where are your customers is a provocative question and one many marketers no doubt are asking of themselves. It's more complicated to answer this question when customers have such a wide array of choice and the megaphone of social media through which to communicate with peers and the wider world, yet marketers have to find ways to meet customer demand for highly relevant communications.

Restaurant gives drunk drivers a helping finger

Allison Schiff February 01, 2012

TDA_Boulder's community service campaign for Colorado chain Hapa Sushi targeted parked cars throughout the Denver and Boulder neighborhoods where people most often go out on the town.

Teenage apparel retailers struggle to integrate across marketing channels

Melissa Hoffmann February 01, 2012

Abercrombie & Fitch and American Eagle Outfitters use diverse direct marketing approaches to sell similarly priced apparel to teenagers and young adults.

Harte-Hanks' direct marketing revenue down

Dianna Dilworth January 31, 2012

Harte-Hanks' fourth-quarter direct marketing revenue decreased by 3.6% to $168 million, but the annual adjusted revenue for direct marketing was up 5.1% to $23.8 million, marking the sixth consecutive quarter of growth, the agency said in an earnings statement.

Bernhart Associates: Increase in hiring planned for Q1 by direct, digital marketers

Melissa Hoffmann January 17, 2012

Fifty-two percent of direct and digital marketers will hire staff this quarter, up from just 40% in the last quarter of 2011, according to an employment report from recruitment firm Bernhart Associates Executive Search released on Jan. 17.

Cox Communications taps Draftfcb Chicago as AOR for digital, direct

Tim Peterson January 17, 2012

Communications and entertainment company Cox Communications named Draftfcb's Chicago office its national digital and direct-response agency of record after a two-month review, Todd Smith, director of media relations at Cox Communications, confirmed via email on Jan. 16.

Incentives can fuel the idea

Flora Caputo, VP, executive creative director, Jacobs Agency January 10, 2012

Incentives are often the lesser concern when developing a direct marketing campaign, but can help companies make headway in getting in front of prospects.

Direct mailers no longer need to prepay postage

Melissa Hoffmann January 06, 2012

The U.S. Postal Service (USPS) has been granted permission by the Postal Regulatory Commission (PRC) to allow direct mailers to pay postage via credit rather than requiring prepayment, said PRC chairman Ruth Goldway on Jan. 6. The new rules went into effect Jan. 5.

2012 Essential Guide to Direct Marketing

January 06, 2012

The 2012 Essential Guide to Direct Marketing is now available for $19.95 as a pdf. Click above to download.

Bing maps give personalized directions to closest clinic

Allison Schiff January 01, 2012

Newcomers to the suburbs of north Seattle are sent individualized maps, using Microsoft Corp.'s Bing technology, with turn-by-turn directions from their respective doorsteps to the nearest of The Everett Clinic's more than two dozen locations.

Digital and traditional channels must meet

Dianna Dilworth January 01, 2012

Brands must close the direct marketing divide by integrating both traditional offline channels and nontraditional digital channels.

National Wildlife Federation names new direct marketing AOR

Dianna Dilworth December 12, 2011

The National Wildlife Federation (NWF) tapped Chapman Cubine Adams and Hussey (CCAH) as its direct marketing agency of record.

The nuance of nuance

Mat Zucker, is a member of the John Caples International Awards Executive Board December 01, 2011

I hope you don't need me to tell you how important the idea is in marketing these days. When everyone has the same list, the same boring offers, comparable infrastructure and wide array of media choices, it's the creative idea that differentiates - the single idea which reflects the brand's point of view and connects with the customers to provoke a perceptual and behavioral change to solve a problem.

Q&A: John Gagné, SVP and executive  creative director, Proximity Canada

Allison Schiff December 01, 2011

John Gagné, SVP and executive creative director at Proximity Canada, explains why even in a digital world, classic DM strategies remain key.

Creativity + ingenuity = Caples

Allison Schiff December 01, 2011

At Caples, now a Direct Marketing News brand, results are secondary to the creative idea, and success is judged in terms of originality. More than 700 entrants were critiqued across 30 categories for their ingenuity, fearlessness and vision by creatives from as far away as Dubai, New Zealand, Brazil and Turkey. The Caples winners will be announced March 22 at a gala dinner at Capitale in New York City.

Food mascots say: 'Eat me'

Allison Schiff November 23, 2011

Some anthropomorphic brand mascots are cute. Take the iconic Tony the Tiger and his highly quotable Frosted Flakes catchphrase, "They're Grrrrreat!" And then there are the food mascots that seem to be so taken with their own deliciousness that they happily offer themselves up for the slaughter. The jolly cartoon turkey on the packaging of Koch's Turkey Farm brand Lil' Gobblers Turkey Bites seems a little too happy, considering he's advocating the consumption of turkey nuggets.

Silver Apple Awards honor industry 'influencers'

Melissa Hoffmann November 15, 2011

A heartfelt duet of "Please Mr. Postman" (The Marvelettes version, not that crap by rapper Lil Wayne) was an apropos opening to the Direct Marketing Club (DMCNY) of New York's 27th annual Silver Apple Awards.

Theater titans unleash multichannel  strategies to fill seats

Tim Peterson November 01, 2011

As the holiday movie season gears up, so do the marketing programs of theater operators AMC Entertainment and  Regal Entertainment Group — marketing strategies that have come to rely upon online sales of tickets and partnerships with online ticket vendors.

Eaton drives workspace lift

Melissa Hoffmann November 01, 2011

Power-management company Eaton Corp. sought to underscore its expertise in information technology through an integrated campaign that includes a "Space Lift" sweepstakes offering consumers a chance  to win a customized package of Eaton products valued up to $10,000.

Harte-Hanks' direct marketing revenue up slightly

Juan Martinez October 27, 2011

Harte-Hanks' third-quarter direct marketing revenue increased 0.6% to $151.9 million compared with Q3 2010, while direct marketing operating income declined 10.8% year-over-year to $20.5 million. The San Antonio, Texas-based company reported a decline in overall revenue in the quarter, decreasing 1.8% to $212.8 million compared with Q3 2010.

The myths of direct marketing creative

Brian Schwartz, Independent Creative Consultant October 26, 2011

Great direct marketing creative offers any company a real competitive advantage, especially because so few firms are doing a truly good job. The Web has a lot of guidance in both direct marketing strategy and the integration of online channels, but some amazing resources are mixed with many that should be avoided.

TwitterTV: a match made in heaven?

Allison Schiff October 26, 2011

Even though Simon (S)cowell, the sourpuss judge of "The X Factor," isn't a Twitter user himself, he's all about integrating the social site into the voting process on the show. The next episode, which airs live on Nov. 2, represents the first time a TV series is using Twitter to help fans cast votes.

Direct mail's Lazarus act

Tim Peterson October 10, 2011

Don't sleep on direct mail. That was my surprising takeaway from last week's Direct Marketing Association 2011 Conference & Exhibition.

Xerox CMO at DMA 2011: Marketing must be relevant, personalized

Juan Martinez October 02, 2011

Brands must offer engaging, personalized and relevant marketing experiences to compete in today's marketplace, said Christa Carone, CMO of Xerox Corp.

Lead gen game: do lots of little things right

October 01, 2011

Generating qualified, sales-ready leads is often a primary objective for b-to-b direct marketers. The good news is that direct marketing, if done right, is one of the most effective ways to generate, nurture and qualify leads.

Fewer direct, digital marketers plan to increase staff in Q4: Bernhart Associates

Juan Martinez September 26, 2011

The number of direct and digital marketers planning to add staff decreased for the third consecutive quarter, according to an employment report from recruitment firm Bernhart Associates Executive Search released Sept. 25.

SapientNitro boosts direct response with DAD deal

Anne Cassidy, Campaign September 08, 2011

SapientNitro has acquired DAD, a digital and direct marketing agency, in a deal worth about $42 million. DAD's offices in London, Amsterdam and Munich will be folded into Sapient's European network and operate under the SapientNitro name.

Tough times are silver lining for direct

Carol Krol September 01, 2011

How's this for an attention-grabbing headline, courtesy of the Associated Press: "Here we go again: Another big down day for Dow." As I write this column, the Dow is going berserk again in a major stock sell-off on the heels of poor economic reports and European debt woes.

Zipcar deal, QR codes illustrate evolution of campus marketing

Melissa Hoffmann August 31, 2011

It's reasonable to suggest that college students are not the savviest consumers. They are separated from their parents, many for the first time, and they often have pockets in which parental dollars are busy burning holes. But this isn't the only reason college students are a gold mine for marketers. It's also a brand's chance to gain a lifelong consumer.