Chicago Seeks to Reduce Unwanted Mail

The City of Chicago, as part of its Climate Action Plan, is aiming to significantly reduce the pieces of unsolicited mail its citizens receive. The free Catalogue Choice service would allow citizens to discontinue any mailing of  phone books, coupons, credit card solicitations, and other mail they deem unnecessary or irrelevant.

via Center Square Journal

Published in: on March 10, 2011 at 8:25 pm  Leave a Comment  

Guy Kawasaki on Enchantment

Guy Kawasaki’s new book, “Enchantment: The Art of Changing Hearts, Minds, and Actions,” was released today. In the book, as well as in the interview above, Kawasaki talks about the power of transforming relationships and situations.

via Michael Hyatt

Published in: on March 8, 2011 at 9:29 pm  Leave a Comment  

Starbucks CEO Talks Brand Growth

Q: At age 40, is Starbucks showing wrinkles?

A: Over the past 18 months, the company has transformed itself through reinvention. New store design. New products. Via. Mobile payment. EGifting. We’re more relevant in social and digital media. Over the past 18 months, we’ve become more relevant to our core customer and younger audience. The maturation of the company has enabled this. These are the best of times for Starbucks.

via USA Today

(full story available through above hyperlink)

 

Published in: on March 7, 2011 at 4:22 pm  Leave a Comment  

5 Demographic Notes As 2010 Census Nears

Be prepared to see some major demographic shifts, says demographic trends analyst Peter Francese, chief among them the absence of the “average American.”

Here are five things he says marketers need to know about today’s consumer*:

1. There’s no longer an “average American.”

John Doe was the “average American” in a relatively even society where vast numbers of people had the same sort of needs for consumer products and services. There was a significant uniformity of society that has really never been matched.

The 2010 census will essentially put the last nail in the coffin of the “average American,” because he or she no longer exists.

(more…)

Published in: on March 3, 2011 at 7:44 pm  Leave a Comment  

Sears Demands Rights To All Creative

Who would turn down the opportunity to work on an iconic retail brand that spent nearly $500 million last year and ranked No. 22 among all U.S. megabrands in 2009? How about Omnicom Group’s DDB Worldwide and TBWA Worldwide; Interpublic Group of Cos.’ Deutsch; and Publicis Groupe’s Leo Burnett Worldwide, all of which are snubbing Sears, Roebuck & Co.

The reason is simple: Sears is demanding that participants relinquish ownership of materials and ideas they present during the review — even if they don’t win the business. That demand is so unpalatable that agencies are opting out — and Sears stands to lose out, unless an enterprising agency can convince it to waive the requirement specifically for them.

via AdAge

Published in: on February 24, 2011 at 9:10 pm  Leave a Comment  

DM Alive And Well

Despite disparaging references to “junk mail,” direct mail is more popular than ever. Tracking results over a wide range of industries indicates that consumers and businesses alike respond positively to a well-targeted pitch that arrives via the United States Postal Service. Here are some tips on crafting a successful direct mail campaign.

via evokad

Published in: on February 24, 2011 at 9:09 pm  Leave a Comment  

Marketing Mistakes: AARP Campaign Too Confusing?

AARP confused some members earlier this month when it launched an e-mail campaign using fake news reports to spark conversation about the future of Social Security, according to press reports.

The nonprofit sent 2.7 million e-mails on February 1 with real-looking news stories about seniors being forced from their homes after fictional cuts to the government program. Consulting firm M&R Strategic Services worked with AARP on the campaign.

via DMNews

Published in: on February 24, 2011 at 9:07 pm  Leave a Comment  

Carole King + James Taylor Utilize Expert Marketing

In 2010, their joint concert tour, “Troubadour Reunion,” was a blockbuster, grossing $63 million in just 58 nights. The tour set a record at Madison Square Garden and Tanglewood for gross and attendance. It also raised $1.4 million for 81 national and local charities.

What makes this pair, at 69 (King) and 62 (Taylor), so hot? It’s not only that they’re extremely talented artists, they also really understand relationship marketing.

via AdAge

Published in: on February 24, 2011 at 9:03 pm  Leave a Comment  

Marketing Leaders: Howard Draft

About a year after graduating from Wisconsin’s Ripon College, Howard Draft was one of the 13 founding employees of new direct marketing agency Kobs & Brady. A decade later, his name was on the door. A generation after that, Draft is regarded as a direct marketing industry legend, the victor in numerous media revolutions, economic recessions and boardroom deals.

The 56-year-old Draft attributes his meteoric rise from account executive in the 1970s to agency standard bearer to a lack of patience that he has used to his advantage, as well as lessons learned from a number of direct marketing pioneers.

“When I showed up, it was fascinating. I got to sit at the feet of [Stone & Adler cofounders] Bob Stone, Aaron Adler and [Stone & Adler EVP and Kobs & Brady cofounder] Jim Kobs,” Draft recalls. He also adds that they gave him the equivalent of an advanced direct marketing degree in a short time. “I got a master’s degree in a couple of months.

 

via DMNews

Published in: on February 24, 2011 at 8:59 pm  Leave a Comment  

Maximize E-mail Effectiveness

Having reviewed the blog’s advice, though, it seems to me that it’s not really about etiquette so much as just advice for communicating more effectively and efficiently. If you apply these tips, your e-mail will be more lucid, which will result in fewer traded messages, faster responses, and less time in your inbox. It might look like etiquette, but it’s really quite self-serving.

1. Get to the verb. I have previously described this as Bottom Line Up Front (BLUF). List the action items or requests first, and follow it with context. Don’t make people dig through a long message to reach the action items.

2Number your issues or questions. This makes it easier for recipients to visually chunk your message, and it makes it more likely people will respond to everything, not just your first question. If you include several questions in the same paragraph, you run the risk that recipients will ignore everything after the first issue or — more nefariously — skip over all the hard stuff or questions they don’t want to answer. By giving each question its own line and number, you make it virtually impossible for people to ignore your multiple requests.

via bnet

Published in: on February 24, 2011 at 8:56 pm  Leave a Comment  
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