“Case Studies” features stories and industry analyses designed to inform and empower our users. This section examines the issues that matter most and provides the fresh perspectives sorely lacking in today’s industry.
July 9, 2009
Ever since the emergence of digital media, a new epitaph for direct mail has been written almost weekly. With each new quarterly earnings report and trade-publication survey comes some new death knell for marketing’s staunchest channel.
But as a marketer who bears witness every day to …
July 9, 2009
For even more on surviving the downturn, listen to our audio interview with Warren Storey.
To survive the “Great Recession” of the past year and a half — and to out-perform competitors in the economic recovery to come — brands today have …
June 29, 2009
Few businesspeople dispute the importance of consumer research to a marketing plan, but rare indeed is the industry leader that chooses to reposition an entire brand based on a study.
However, office-supply giant OfficeMax is poised to do just that.
Driven by new research on customers’ shopping …
May 29, 2009
Don’t look now, but budget cutters are greedily eyeing your department. And, in lean times, there is nothing quite like a marketing budget to set off their inner Pavlovian bell.
Good luck reasoning with them. You can try explaining that marketing creates sales, and that cutting back in …
April 22, 2009
One of the biggest environmental arguments against direct mail and other printed marketing pieces might be losing its bark — literally.
In the past, critics have railed against the impact that direct mail and other printed pieces have on the world’s forests. Too many trees have died, critics …
April 8, 2009
These days, members of KCSM-TV, a public-broadcast station based in San Mateo, Calif., have an unusually intimate relationship with station programming director Steve Opson.
Through a direct mail campaign that won the 2008 Bronze ECHO award, Opson appears to station viewers as …
