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The Power of Branded Publications

The Power of Branded Publications

Interview by Pamela Oldham

Deliver® recently caught up with Dr. Samir Husni, the University of Mississippi professor and lecturer widely known as “Mr. Magazine,” to discuss the future of branded …

marketing tips
Lunch Campaign

City Harvest is showing that appearances really do matter by soliciting donations with a real brown paper bag as its envelope. A letter from the New York-based charity is headlined, “Most likely, having enough food to fill this lunch bag isn’t a problem for you. Not everybody is so lucky.” Few other tactics have worked as well for the group’s acquisitions strategy.


Setting a Transparency Standard

Timberland created the “Green Index,” which lists such information as the amount of energy consumed to manufacture a particular shoe, and shares the database with competitors to set a transparency standard for the shoe industry.

Our coverage of marketing in today’s struggling economy
video
Good Marketing in Bad Times

Good Marketing in Bad Times

A new Web series on how to beat the recession


from the magazine »

Why Product Sampling Works so Well

Let sampling campaigns prove the power of your product.

By Burt Rhodes

Sure, good marketers are experts at explaining to consumers the many benefits and advantages of a new product or brand. But convincing those same customers to purchase isn’t always as simple as broadcasting a commercial or aiming e-mails at them.

Sometimes, say experts, winning consumers to a product means letting them try it before they buy it. Sometimes, a brand has to lead by a sample.

“Product samples are a way of creating excitement,” explains Rico Cipriaso, a corporate marketing veteran who has spearheaded product sampling campaigns for major international beauty brands. “Sending samples is one of the best ways to reproduce a store experience in the customer’s home.”

Indeed, sampling continues to rank among the most effective tactics in the …

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