May 2012 Issue of Direct Marketing News
• IKEA North America CMO Leontyne Green constructs furniture and communications platforms • Peet’s and Coffee Bean & Tea leaf struggle to differentiate their brands • Facebook marketing tweaks make impact • Pinterest: Is it just a passing fad?
On the Beat - Email
Looking to spread the word about its services, ESET decided to create a program that would turn its loyal customers into product evangelists.
On the Beat - CRM
Numerous restaurant chains have launched or expanded their loyalty programs in recent months to drill deeper into customer data.
On the Beat - Digital
While Facebook's and Twitter's recent changes caught some marketers off guard, others are embracing them and getting creative.
On the Beat - Direct Classic
Marketers are elevating their pop-up store strategy, as the concept of the temporary store matures.
On the Beat - Multichannel
At the heart of the Justice Department's recent lawsuit against Apple and five other publishers is a difference in sales philosophy.
With the increase of customer touchpoints, brands are seeking to implement seamless cross-channel marketing strategies.
Creative teams at today's agencies are adding technologists to the mix.
Most experts see Facebook's billion dollar acquisition of Instagram in April as defensive and overpriced.
USPS chief Patrick Donahoe set out his vision for the agency at the National Postal Forum in April.
The social media campaign surrounding The Hunger Games movie was about as cool and integrated as marketing campaigns can be.
UNICEF's #SahelNOW campaign is well-intentioned, but a carbon copy of Kony 2012.
Peugeot Panama's Pinterest game sounds fun and enticing enough, but it's nearly impossible to figure out.
There's not a bag big enough to dispose of the Glad Products Company's recent social venture.
Arts/Entertainment mailers: Who gets a 'bravo?'
This Is How We Do It
It's "not the [IKEA] Kool-Aid" that makes IKEA North America CMO Leontyne Green such a brand evangelist. It's the relevance of the brand itself.
Foursquare is a great way for marketers to offer incentives by implementing a discount for check-ins. I'm continuously surprised by the number of brands that ...
To break the innovation delay, we all need to do a better job of embracing new measurement technologies.
As database marketers, we're in a perfect position to avoid inundating our customers by exercising discipline and agreeing on a few broad-based rules.
It's a question that's burning through the minds of many marketers — and that's why we asked our readers to vent some steam and weigh ...
Is Pinterest just a passing fad? Readers respond to the May Gloves Off question.
Location-based technology and QR codes are in heavy rotation at the Ford Motor Company.
Location-based services that depend upon intimate knowledge of customers' whereabouts give some customers pause.
LBS and QR codes leave an impression on the mobile marketing landscape.
Battle of the Brands
Americans love good coffee -- but who has the fresher marketing strategy, Peet's or The Coffee Bean & Tea Leaf?
One of the core issues with social media marketing to the government is that few marketers know how to quantify its value.
B-to-g marketers use social media just like many other marketers do. It's all a matter of targeting and fostering relationships — not solely sales.
Taco Bell teamed up with Doritos to create "Doritos Locos Tacos," a new product featuring Doritos-flavored shells.
Zazzle.com, an online platform for customized gifts, posters and apparel, inaugurated a campaign in January in an effort to engage its community of fans.
For those on a color-matching quest, The Sherwin-Williams Company has created a free online tool that allows users to create instant color palettes.
The Work - International campaigns
Brazilian soft drink company Guaraná Antarctica used Facebook likes to power cars driven to the Carnival festival.
The Okamoto Freedom Project's e-commerce destination offers a range of products that, according to the site, will help visitors be "naughty."
The man behind Frank 151 shares his views on what print has to do to maintain its relevancy in the digital age.
If you can't bring the 19-to-29-year-old demographic to the mountain — then give them an unbeatable deal that will.
Managing your data so that it works for you takes work — especially in the data-driven b-to-b marketing world.
I love hand-dirty tasks and can't imagine not working in decks and spreadsheets.
The End (User)
When the year-end wrap-ups come in, 2012 is sure to be labeled the year of the story.
Company of the Week
SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.