November 2012 Issue of Direct Marketing News

November 2012 Issue of Direct Marketing News

• Main Feature: So many channels, so few quality leads • Battle of the Brands: Beauty product retailers tick all the boxes, but only one passes the sniff test • Special feature: Mad Skills—The talented Direct Marketing News 40 under 40 have them in spades • Spotlight: DreamWorking a marketing mix

Marketing Challenge

Bad branding causes Diet Dazzle to lose its luster

A fictitious soda company launched a new branding campaign, and it's causing some friction. See how you would react to this month's marketing challenge.

Direct Report

Politicians can run, but they can't hide

Digital marketing has opened the door for politicians to build communities, grow their followers, and mobilize potential voters—particularly through social media.

Making data big and smart with data intelligence

Real-time data is what marketers want; old-time analytics is what they've got.

Legitimate direct marketers don't make robocalls

Automation improves many things in life, but for consumers, automated outbound marketing calls usually aren't one of them.

Heat Meter

Madame Tussauds Hollywood molds customer loyalty

For the first time, fans of Madame Tussauds can nominate which celebrity they want replicated in wax.

Chase Sapphire card owners form Facebook golf club

Chase's luxury credit card brand Sapphire launched a marketing campaign for avid golfers.

Rainforest Alliance says: Follow the Frog

As part of the Rainforest Alliance's annual "Follow the Frog" week in September, the international nonprofit took to YouTube with a cleverly scripted and delightful ...

Delivered

Delivered: Nonprofit relief organizations

What's in our mailbox this month: mailers from nonprofit relief organizations. Do they compel you to give?

This Is How We Do It

DreamWorking a marketing mix

DreamWorks Animation's CMO Anne Globe needs to sell a secret history.

Editorial

Great Expectations

Every December for more years than I care to admit I've looked back at what happened in the industry and said, "Wow, that was an ...

Main Feature

Mad Skills

The talented 2012 Direct Marketing News 40 under 40 have them in spades.

So many channels, so few quality leads

Want to reach prospects and cultivate leads? The choices are overwhelming. Marketers have to make educated choices—and the occasional leap of faith.

Q&A: Jessica Bohm, director of marketing, Folicia.com

Jessica Bohm, Folica.com director of marketing, shares insights into the hair care e-commerce brand's highly successful customer referral program.

Battle of the Brands

Beauty product retailers tick all the boxes, but only one passes the sniff test

At first blush, The Body Shop and Bath & Body Works homepages have little to distinguish one from the other—but it's a similarity that's only ...

The Work

Iconic Southern soda brand Cheerwine raises funds and spirits with a sweet charity concert

North Carolina-based Cheerwine, a cherry-flavored soft drink, joined forces with NC indie country band The Avett Brothers to give fans a special treat.

Vera Bradley invites fans to win a spiffy dorm makeover

Just because college students only live in dorm rooms for one year at a time doesn't mean their dorms have to be ugly or boring.

FedEx aims for a hole in one with its PGA campaign

"Nothing's more important than your clubs" is a tagline designed to resonate with golf enthusiasts, the core target of BBDO New York's recent campaign for ...

Lynx island giveaway exposes entrants to a whiff of chaos

Babes, booze, bikinis, pizza, pillow fights—and ninjas? The Lynx Effect "Chaos Island" campaign.

Art gallery puts a personal, musical spin on email invites

Swedish contemporary art gallery Bonniers Konsthall crafted a series of exclusive—and hyper-personalized—email invitations to the VIP opening of its "More Than Sound" exhibition.

Q&As

Q&A: Kevin Drew Davis, ECD, Digitas Chicago & San Francisco

Kevin Drew Davis, executive creative director at Digitas Chicago and San Francisco, on top digital trends and why traditional media's not fading.

Nailed It

San Antonio's social battle cry fuels a user-generated travel campaign

While "Remember the Alamo!" is one of the most iconic phrases in the English language, San Antonio has more to offer tourists than Davy Crockett ...

Plug-ins

Simplifying complex, personalized print

You want to strike a chord with your customers and prospects. But as you can imagine, the more complex the personalization, the harder it is ...

Capitalizing on transactional documents

What happens when messages are sent within a printed business document? You may be surprised to know that they get read.

Hyper-personalization in marketing

Understanding the role of print and production in achieving hyper-personalization is critical, so consider the following four tips to drive the effectiveness and efficiency of ...

Expert Advice

If you build a strong leadership team, they will come

Exceptional teams drive results in a way that produces a multiplier effect. Here are three tips on how to get there.

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