Location, location, location. Every retailer knows that’s the key to success. But direct mail, direct mail, direct mail turns out to be key as well when it comes to bringing customers into the stores.
Continue reading…Archive for September, 2006
The Wall is Coming Down: Draft Worldwide Takes Over Foote, Cone & Belding
But let’s take a minute to address the critics’ outrage: What, they demand incredulously, could a “below the line” agency know about running a mainstream advertising agency?
Continue reading…Direct = Measurability
As I look at our overall marketing, the more it becomes clear that customers are in control. Many of the mass-marketing vehicles like print and TV have become less effective because customers can more easily filter the messages out. So at JCPenney, we are starting to evolve from mass marketing to a more targeted approach.
Continue reading…All Together Now: OneCode Makes Direct More Effective
Here’s the marketing mantra of the new millennium: It’s all about the ROI. Although direct mail has always been at the forefront of measurability, there’s always room for improvement.
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