March 2011 Issue of Direct Marketing News

March 2011 Issue of Direct Marketing News

• Starbucks CMO Annie Young-Scrivner stays focused • Assault on loyalty: financial industry focuses on customer engagement in retention programs • Magazine industry pushes change

On the Beat - Email

Marketers find deeper list segmentation yields more revenue and positive results

Florida-based coffee retailer Boca Java recently tested a "three-pack special" campaign against three segments of customers — those who previously ordered two bags, three bags ...

Pet Camp uses Facebook, e-mail to push new service

As a small business, every one of Pet Camp's 10,000 
active customers is vital to its continued growth. The pet boarding facility opened in 1997 ...

On the Beat - CRM

Brands turn to in-the-cloud CRM services for better collaboration and timely data

Technology companies, including Microsoft, HP and IBM, have unveiled plans in recent weeks to launch or expand in-the-cloud CRM services, reflecting the growing demand from ...

On the Beat - Digital

Marketers rethink search engine budgets

Reid Ichiki, senior manager of Internet marketing at Hawaiian Airlines, says his company uses both Google and the Alliance for search marketing, but spends more ...

Avoid Do Not Call mistakes in online privacy regulation

Although a number of industry groups have argued for industry self-regulation of online tracking, that's probably just wishful thinking. The Federal Trade Commission's recent Do ...

Q&A: Eileen Lynch, head of global brand strategy at Thomson Reuters

Eileen Lynch, Thomson Reuters' head of global brand strategy, discusses how the company uses digital to attract customers

On the Beat - Direct Classic

Planned postal rate hike hits marketers, but many remain loyal to mail medium

The postal rate increase coming this spring is not expected to have a significant effect on direct mail marketing plans this year, thanks to its ...

Make direct mail center of integrated marketing plan

As we move at light speed into a world that continually serves up new media options, we often look over the documented tenets of good, ...

WPS Health Insurance test campaign leads to profits

In summer 2010, after the passage of healthcare reform, WPS Health Insurance charged SeQuel Response with the launch of supplemental health insurance for retirees too ...

On the Beat - Multichannel

Local search services create fast returns

Despite industry excitement about local-focused daily deal sites like Groupon and LivingSocial, multichannel retailers have continued to employ search, social and location-based tactics to effectively ...

Sun & Ski Sports revamps 
e-comm site to boost sales

Sun & Ski Sports, a winter sports equipment and ski 
apparel retailer, implemented Baynote's e-commerce service in 2008 to attract potential customers to its website.

Q&A: Chris Moloney, SVP, head of marketing, Wells Fargo Advisors

Chris Moloney, SVP and head of marketing at Wells Fargo Advisors, discusses his new role and the financial firm's approach to social media

Direct Report

Retailers credit marketing for boosting January recovery

Same-store retail sales increased across the board in January despite disappointing unemployment numbers, 
a record snowfall and a strong holiday 
season.

Experts doubt potential of video streaming initiatives

Retailer Sears Holdings Corp. and 
restaurant chain Pizza Hut are rolling out video streaming services, stepping into the downloadable entertainment space that has become increasingly ...

Firms grow to meet analytics needs

EBay uses sophisticated analytics data to understand the impact of its marketing across all digital media. The online auction site works with San Francisco-based integrated ...

The Lowdown

Will marketers accept HuffPo deal?

Experts wonder whether the website would put off advertisers who avoid politically opinionated sites. Others pondered why the forward-leaning blog would pair up with AOL, ...

Org Chart

Hoover's marketing team
responds to analytics

B-to-b information provider Hoover's has used end-to-end metrics to align its marketing department to help drive sales.

Duly Noted

Marketers step up self-regulation practices

The threat of federal consumer privacy regulation has spurred marketers to take online privacy into their own hands.

Spotlight

Bracing pace for Starbucks' CMO

Starbucks rode into its 40th anniversary year after scoring the strongest holiday sales season in its history. The coffee retailer's CMO Annie Young-Scrivner, though, is ...

Editorial

A refreshing look at creativity's future

I had the privilege of sitting on the judging panel this week for the annual John Caples International Student Campaign of the Year Award, alongside ...

Op-Ed

Make mom part of brand team

There are 83 million moms in the US, and they are the golden ticket to marketing success. There is no shortage of focus around this ...

Mobile marketing starts simple

For marketers, mobile technology is a dream come true. We now have the capability to send the right offer to the right consumer, at just ...

It's not just about leads anymore

In the coming year, b-to-b marketers must shift to account-based marketing — online and offline — moving away from delivering individual leads to delivering qualified ...

Gloves Off

Is a Facebook e-commerce site necessary?

Vikram Sharma, CEO at ShopLocal, and Jon Brown Director of interactive services at Partners & Napier, discuss whether a Facebook e-commerce site is necessary.

Main Feature

Magazine industry pushes change

A US Postal Service update to its periodical content rules last July gave marketers a new route to send creative print materials at a discount.

Rising paper costs, postal price increases force adjustments

Marketers sound off on how rising costs are impacting strategies.

Print stages a comeback

The printing industry's newfound creativity has recaptured marketers looking for impact as it races to compete against its digital brethren

Battle of the Brands

Retail's nature-loving outdoor brands 
seek e-commerce balance

Choosing to ignore the digital aspects of direct marketing will likely earn your brand the consumers' collective cold shoulder. Just ask The North Face and ...

Vertical Feature

Financial industry focuses on customer 
engagement in retention programs

Financial services companies are making investments in direct marketing 
programs that aim to boost loyalty among their customers — many of whom have become suspicious ...

Rebrand stresses simplicity

Lakeland Bank is the third-largest commercial bank in New Jersey (based on assets of $2.7 billion), but the company felt its brand identity could be ...

The Work

MGM Resorts rolls out loyalty program with data-fueled acquisition campaign

MGM Resorts International launched a campaign promoting its revamped loyalty program, which offers four tiers of reward options based on customer behavior.

MasterCard appeals to local fans

MasterCard targeted the Mexican-American community with the launch of its Club America Prepaid card. Cardholders earn points with each money transfer and are entered to ...

Big Brothers Big Sisters spurs donations in fundraising effort

Nonprofit Big Brothers Big Sisters of America, in partnership with The Ad Council, launched its "Start Something" campaign in January to coincide with National Mentoring ...

The Work - International campaigns

JDRF's smile campaign counters children diabetes

The Juvenile Diabetes Research Foundation wanted to increase awareness and donations for its cause during the holiday season. The nonprofit partnered with the London office ...

Spanair taps demographics to deliver holiday surprise

Spanish airline Spanair surprised nearly 200 passengers on one of its flights from Barcelona to the Canary Islands as part of its "Unexpected Luggage" campaign, ...

Q&As

Q&A: Stacia Goddard, EVP of strategy at Purple@Epsilon

Stacia Goddard, EVP of strategy at Purple@Epsilon, champions data's role in customer experience and sees loyalty opportunities in social gaming

Nailed It

Not Your Average Joe's grows e-mail club list with in-store mobile survey service

Stephen Silverstein, CEO of Not Your Average Joe's restaurants, wanted a better, more comprehensive way to survey customers at the Massachusetts-based chain's 16 locations.

Plug-ins

Gain the most ROI from phone campaigns

Maximizing ROI can be more of an art form than an exact science. There are two simple ways to increase the ROI of a direct ...

Tactics to enhance your DRTV investment

Direct response television is effective in generating immediate revenue results and helping build brand awareness. Every company is focused on the bottom line. Nielsen ratings ...

Is your product or service right for DRTV?

If the latest crop of infomercials and short-form direct response television commercials is any indication, this method of advertising can be used for just about ...

Expert Advice

Inspire your employees to be 'entrepreneurs' and success will follow

Corporate America bears a striking resemblance to competitive sports. The CEO plays the role of team captain and the players work together to win the ...

The End (User)

Does this wine go with my social strategy?

Do brands need to dabble in social media just to be there, or is presence without relevance more dangerous than absence? This is a question ...

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