Archive for December, 2007

HGTV’s Multiplatform Strategy Pays Off

December 14, 2007
Case Studies, Integrated Marketing, Large Business

By: Lara Jensen When HGTV launched in 1994, there was some skepticism about the need for a television channel that airs nothing but shows related to homes and gardens. Today, the cable network reaches 93 million U.S. households and is in the midst of an aggressive marketing expansion that could see the HGTV brand popping [...]

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Yes, You Can Measure Social Media

December 10, 2007
Large Business, Medium Business, Opinion, ROI, Small Business, Social Media

So quit making excuses and do it “The ROI is hard to measure.” That’s a common objection we hear from direct marketers to using the new class of online social media tools – blogs, user-generated video and digital networks – to supplement campaigns involving mail, TV and other channels. Measurement enthusiasts fret that social media [...]

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Trimming the Trees

December 4, 2007
Branded Content, Green Marketing, Large Business

What catalogers are doing to preserve the planet By: Aaron Dalton Sustainability often presents a quandary for outdoor outfitter Patagonia. On one hand, the company has dedicated itself fully to preserving the planet, its environmental and conservation goals defining everything from its mission statement to its product line. But there’s another type of sustainability that [...]

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