Gift basket purveyor Harry & David uses multivariate testing to give its e-commerce visitors the online experience they crave.
More than a third of the opt-ins to a promotion at an Ohio mall made purchases at participating stores after receiving text messages.
How charity: water met its $1.7m fundraising goal in a single month with a more mature email strategy.
Natural candle company Diamond Candles uses real-time social and sales data to pump up its fan base and bring in revenue.
The e-commerce website scrubbed its lists and pumped up its deliverability.
Everyman Theatre company incorporated data-driven strategies to optimize its direct mail marketing. Total ROI after one campaign? 552%.
Not for the faint of heart, the centerpiece of RPA's most recent campaign for the Newport Beach Film Festival demonstrates the power of the moving image.
The supplier of office equipment and software recently increased the sophistication of its approach to lead gen.
Louisville Slugger relies on social media to breathe life into the brand among young ballplayers.
How can an upstart headphone manufacturer penetrate a crowded marketplace?
The barbecue chain shares the secret sauce in its tasty loyalty strategy.
J. J. Keller taps IBM to get smart about its online customers.
A new recipe for cooking up customer data has this direct seller of groceries in growth mode.
The Sonic, a subcompact auto, takes a multichannel journey to South By Southwest and into the consciousness of a young, active audience.
Couples Resorts' integrated digital strategies gives the hotel chain the confidence to know what's working, what's not working, and the ability to make on-the-fly adjustments to correct any marketing missteps.
The Greek yogurt brand looks to distance itself from competitors with a social-focused marketing campaign.
There's a big difference between a notebook and a laptop, especially when only one is a common word on your website. Such were issues that led Lenovo to overhaul its SEO.
The iconic brand lets consumers take the wheel to power its People's Car Project.
Hair care brand Redken brings stylists from the analog world of printed look books to an integrated mobile experience.
When Daily Grommet started its Pinterest page, the difference between running a private account for fun and a corporate account with strategic initiatives reared up.
Office Shoes taps email to boost sales with customer-centric communications.
When it comes to ROI in digital marketing, Caesars isn't gambling. Here's how it uses analytics to plan and cash in on its promotional activities.
Online ads meet broadcast in a video campaign for historical landmark Biltmore Estate.
Natural Partners fortifies its email marketing campaigns using customer data.
The electronics giant uses search queries to select video topics that aim to engage, educate, entertain, and keep Sony top-of-mind.
On a mission: Northwest Center's integrated awareness campaign challenges stereotypes and breaks down the status quo.
Chef Boyardee combined event marketing and social recommendations to build brand advocacy among digitally active moms.
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 hats.
Jaguar Land Rover is leveraging cutting-edge technologies to retain customers in an after-sales environment.
Coffee drinking is often a social activity, which is why it made sense for Green Mountain to tap BzzAgent to promote its fair trade-certified coffee line.
E-commerce site Beadaholique was looking to take better advantage of its recently launched social media pages to acquire email addresses. Enter Bronto Software.
Dairy Queen set out to increase its Blizzard Fan Club base while simultaneously giving members an extra scoop of customer service.
Dubbed "Adventures in Living," Idaho tourism's campaign asked contestants to nominate a family member in need of a vacation.
Duke University's Fuqua School of Business created a virtual game that was fun, engaging and fulfilled its marketing needs.
Flavored rum brand Sailor Jerry leveraged a series of very cool events to promote liquor to millenials over 21.
The Oreck Corporation, based in Tennessee, is all about direct response, but never at the expense of brand consideration.
Indiana University was looking for a way to enhance and increase the effectiveness of its prospective student outreach, so it turned to Compendium.
If marketers realized precisely how much money they were leaving on the table — or, to be more specific, in the abandoned shopping cart — they'd be horrified.
If you can't bring the 19-to-29-year-old demographic to the mountain — then give them an unbeatable deal that will.
Looking to spread the word about its services, ESET decided to create a program that would turn its loyal customers into product evangelists.
The NBA launched a Spanish-language league website, but it wasn't a slam dunk until they did research into its Hispanic customer base.
Party supply company PartyPail.com radically reduced its phone bill and created better customer engagement by calling on VoIP service provider Vocalocity.
Last September, Huntington Bank launched a multimedia campaign online and across direct channels explaining the value of Asterisk Free Checking with impressive results.
Martha Stewart Living was so pleased with the results from the Ultimate Fan Sweepstakes that the brand ran two more successful sweepstakes using SnapApp after Ultimate Fan closed.
The campaign for Adobe's new SocialAnalytics software is skillfully targeted at savvy marketers, social tacticians and CMOs.
Chaparral Motorsports, a San Bernardino, Calif.-based retailer of motorcycle parts, helmets, gear and tires, wanted to drive transactions from its Facebook fan page. In addition to an e-commerce site and a brick-and-mortar showroom, the company decided it made sense to provide consumers with a Facebook shopping option that was both social and informative.
Active Ride Shop, a Mira Loma, Calif.-based skateboarding outfitter, has a passionate customer base that enthusiastically turns out for skating competitions, fashion shows and other brand events.
At Fitness Magazine, insight is the driver that propels and informs every new initiative.
To help spread the word about its new line of "Tighter Tummy Technology" slimming jeans and slacks, dubbed "T3," curvy fashion designer Lane Bryant pulled out all the marketing stops: giveaways, a Facebook sweepstakes, direct mail, TV spots, email and mobile.
Art.com's AllPosters.com uses the imagery of vintage movie posters and famous artworks like Vincent van Gogh's "Starry Night" to spice up email marketing messages. Of course, if the email is not delivered, those beautiful images are meaningless. So when the e-commerce company had trouble getting through to Gmail accounts, it aimed to get to the bottom of the problem.
Under Armour, a marketer of athletic apparel, boasts a young customer base of consumers ages 12 to 19 as its bread and butter. Naturally, it has found in social media an effective way to connect with its active customer base, wherever they are and whatever they're doing.
To reach the young, urban, socially connected demographic, Kodak introduced an integrated campaign that yielded strong results, leading to a better than 25% increase in purchase consideration for its digital cameras.
With a glass of Merlot in hand, an affluent 46-year-old woman skims the pages of a Boston Proper catalog packed with photos of striking models in knit tops, maxi dresses, swimwear and sandals.
MetLife deployed a fan engagement program at the New Meadowlands Stadium in East Rutherford, N.J., for New York Giants and Jets fans in an effort to make its brand more approachable and reshape the perception that life insurance companies are intimidating.
Billabong wanted to emphasize that it was part of surf culture. The company began with an "I Surf Because" campaign in print and on billboards, but realized an online version could take the surfer focus to a whole new level.
The Tafford Uniforms brand has sold nurses' scrubs and other medical uniforms to healthcare workers for nearly 25 years. While other brands focused on a b-to-b model by negotiating bulk contracts with healthcare facilities, such as hospitals, Tafford remained committed to selling directly to the individual worker.
Superfocus knew it had a product that thousands of middle-aged people could use. Superfocus glasses are designed to eliminate the need for multiple pairs of glasses for people with presbyopia, or far-sightedness. The glasses can be adjusted to any focal length using a lever on the nosepiece.
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.
Imagine circulating in a virtual environment online with business executives from around the world. Your virtual briefcase is filled with presentations, documents and business cards and you're mingling with exhibitor booth representatives in a virtual showroom.
Managing a diagnosis of multiple sclerosis (MS) entails a lot more than just having a prescription filled at your local pharmacy, according to Irene Aquino, associate director of marketing in the neurodegenerative diseases division at EMD Serono, manufacturer of Rebif.
For car dealership network MileOne, lead generation can be tricky business. It does generate leads for consumers in the market to buy a car, but not many people are particularly loyal to car dealerships.
Frozen food purveyor On-Cor teams with Game Show Network for a family-fueled promotion
The Sara Lee State Fair Brand wanted to do something positive for customers during a time when a bad economy and a weak housing market permeated everyone's thoughts.
Matt Griffin, the Boston Celtics' senior director of sales and marketing operations, talks to DMNews about the team's Facebook application game, which helped to grow its e-mail database.
Ben Argov, co-owner of high-end wine cabinet and wine cooler manufacturer Le Cache, talks about the impact new technology has had on sales and on his e-commerce sites.
David Salyers, VP of marketing for Chick-fil-A, explains why the company marketed its new Spicy Chicken Sandwich with an online reservation system, and how customers responded.
Mike Mulligan, general manager of Safeway Direct Insurance explains how his company used direct mail tactics to engage the Hispanic community for the first time in the company's history.
Greg Anderson, e-commerce manager at Motorcycle Superstore, an online retailer of motorcycle accessories, talks to DMNews about how his company's improved online sales recommendations
Deb Swider, e-marketing director, member communications at the American Society for the Prevention of Cruelty to Animals (ASPCA) explains how the organization turned around its e-mail open rates
Mike Tran, web technology specialist for Sierra Trading Post, discusses how the retailer worked with PowerReviews to answer questions, while increasing sales conversions and clickthroughs
Tracy Marks, PR specialist for Garden Fresh Restaurants, talks about the company's St. Patrick's Day blog contest to drive traffic and Twitter followers to its Sweet Tomatoes and Souplantation brands
Ted Schweitzer, VP of e-commerce at parent LQ Management, discusses how La Quinta Inns and Suites tested mobile banner ads as part of a multichannel campaign and increased sales
Ed Weiss, general manager of Movies Unlimited, discusses how the multichannel film retailer and cataloger used e-mail marketing to re-target past customers and boost sales
Last November, State Farm, aided by Moblico, ran a text contest when Missouri played Kansas in college football. Jerry Nevins, State Farm marketing analyst, discusses the initiative.
In July, Carnival began sending e-mails to customers who abandoned their shopping carts while booking online. Alexandra Palau, e-marketing manager at Carnival, discusses the effort
Julie Cunnyngham, product marketing director at Hallmark Business Expressions, explains how a campaign generated leads and translated into a new selling strategy for the marketer
Alisa Jacoby, senior brand manager at Eight O'Clock Coffee, discusses the success of the brand's Mad Men-themed campaign, including e-cards, an avatar creator and a quiz.
DMNews speaks with Amy Kennedy, VP of marketing at Wine.com, about the evolution of the e-commerce site's product recommendations
Eric Opel, group manager of client communications at Microsoft Advertising, discusses targeting CMOs for the launch of its new search engine Bing
DMNews speaks with Skip Weldon, VP of marketing at Friendly's, about the restaurant's kid-friendly interactive campaign
Diego Saenz, president of PetPlace.com, discusses the launch of the content site's e-commerce venture, PetProductAdvisor.com
David Kimrey, senior manager of business intelligence at TicketsNow.com, discusses the company's use of pre- dictive modeling to customize its marketing messages
Tolithia Kornweibel, director of online marketing at Esurance, discusses the firm's growing commitment to geo-targeted promotions based on its strong performance in tests.
Steve Sharp, creative director at Experian CheetahMail, discusses the e-mail newsletter redesign for Fit Pregnancy, an online destination for mothers-to-be
Phil Bellaria, VP of retention and loyalty marketing at Charter Communications Inc., discusses the Live It with Charter points-based loyalty program.
Glenn Pingul, VP of marketing at Mixpo, discusses an online video display banner campaign created for McDonald's at the end of 2008 to promote a new breakfast line.
Eyal Gutentag, principal at BestBuyEyeGlasses.com, discusses a new strategy that is driving results from its recommendations engine.
Seth Lieberman, CEO of Pangea Media, talks about an online quiz-based campaign element created for Barack Obama during the last few weeks of his 2008 presidential campaign.
Damian Bazadona, president of digital agency Situation Interactive, discusses a multi-pronged mobile campaign the agency did over the past six months for Blue Man Group.
Marc Hanson, marketing manager at Mountain Dew, discusses the interactive DEWmocracy campaign, which led to a new fan-created flavor.
Steve August, operational VP of customer marketing at Brookstone, discusses how it worked with Mercent to drive results across several shopping engines
Eric Harber, president and COO of HipCricket, discusses how Jiffy Lube added mobile coupons to its radio ads on KCCQ, a radio station in Ames, IA, to increase engagement
Justin Olson, head of e-commerce at Burton Snowboards, discusses how personalized product recommendations boosted holiday sales
DMNews sat down with Brad Harris, owner of Denver-area Big City Burrito franchises, to discuss the chain's integrated mobile campaign.
Barry Berhoff, president of boat products manufacturer Shurhold Industries, discusses the company's adoption of online customer support.
Alan Feldenkris, CEO of Brand New World, discusses a viral migraine awareness campaign he did for Johnson & Johnson.
Kevin Cobb, interactive brand manager at Internet provider Embarq, discusses the company's "48 Seconds" user-generated video contest.
Chris Masagatani, director, NY for e-mail agency eROI, discusses how his firm worked with CBSsports.com to revamp the latter'sfantasy sports newsletter.
Company of the week R2C GroupR2C creates, produces, distributes and measures messages that inspire and compel consumers to do something with a brand to drive commercial advantage. The full-service advertising agency specializes in creative, production, media, analytics and performance. |
What's in our mailbox this month: fitness postcards from Retro Fitness, American Woman Fitness Centers, Union's United Taekwondo Academy, and Bally Total Fitness. (We're totally pumped.)
Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.
Here are three must-have data sets that every marketer should include in his or her email strategy.
