Direct mail isn’t what it used to be. And Greg Johnson couldn’t be happier. Johnson, executive vice president and director of Arnold One in Boston, has more than 20 years of integrated-marketing experience.
Continue reading…Archive for September, 2006
Loyalty Delivers
Ideally, loyalty programs should be like valentines from brands to consumers — ways to single out and retain the objects of their affection. When programs work, the company is rewarded with loyalty, the consumer’s way of saying “I love you” back.
Continue reading…One Man’s Junk is Another Man’s Brand Builder
I’ve always hated the term “junk mail.” As direct marketers, somewhere along the way we got a bad rap. No one ever refers to television commercials as “junk TV” or newspaper ads as “junk newsprint.” How is that fair?
Continue reading…Using Segmentation to Maximize Marketing Success
It’s no secret that many newspapers today face crippling challenges as the Internet siphons away daily readers. One daily newspaper in Texas, the El Paso Times, has responded to this challenge by developing specialty publications for targeted audiences.
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