A new twist on direct mail coupons sweetens the pot for incentive programs By: Christopher Caggiano After the devastation of Hurricane Katrina in 2005, many of New Orleans’ businesses struggled to get back on their feet. Bruce Frommeyer who owns eight Subway® Restaurants in the area was able to get up and going faster than [...]
Continue reading…Archive for February, 2008
Building Character
Are focus groups a thing of the past? For a growing number of marketers, the answer is yes. Will “personas” take their place? By: W. Eric Martin Focus groups have been a staple of marketing research for decades, but Rodger Roeser, president of Eisen Management Group, thinks they’re a mistake for modern marketers. “Focus groups [...]
Continue reading…Courting Fan Mail
By: Jon Gilbert These days, the University of Alabama’s direct mail campaigns for our athletic department are earning an A+. In the past, the grade was not nearly as high. For years, the Alabama athletic department used the old dinosaur method of direct mail for our season ticket renewals for Crimson Tide football and basketball; [...]
Continue reading…Do It Yourself
By: Joseph Jaffe “It’s not important to be the best accountant but it is important to hire the best accountant.” Those are the words of wisdom from my first boss and mentor some 15 years ago in South Africa. I’ve always felt that this advice was consistent with the notion of surrounding oneself with the [...]
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