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 [...]
Continue reading…Archive for February, 2010
4 Reasons to Send Product Samples
Cindy Johnson spent more than 15 years at Procter & Gamble, including her tenure as the corporate sampling programs manager. In that time, she worked with nearly all of the P&G products and developed some valuable insights into how and why sampling continues to win over customers. Johnson, who now consults with top marketers as [...]
Continue reading…A Radio Station Mixes Marketing Channels to Lure Advertisers
WGN radio wins over top advertisers with a highly personalized multichannel marketing campaign. When Chicago radio station WGN decided to take its best advertisers out to the ball game last year, the station figured it should drive them to the Web first. To that end, the station, which is the broadcast home of a professional [...]
Continue reading…A Formal Invitation
Interview by Chantal Todé Commercial printer Montage Graphics has a knack for helping its clients gain an edge through direct mail. Most recently, the company devised an effective and engaging mail campaign that has helped Savvi Formalwear, a marketing and sales cooperative composed of 35 men’s formalwear retailers, hold its own against even the larger [...]
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