“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.
September 21, 2007
As marketers acknowledge the spending power of religious groups, more big brands and big churches are working together to get their messages out
By: Tanya Irwin
Last fall, as troupes of superstar singers were spreading the Christian gospel at a series of church concerts throughout the country, the Chrysler Group …
September 21, 2007
Savvy churches are using direct mail to spread the Word
By: Tanya Irwin
Churches used to build their membership through word of mouth. Increasingly, savvy congregations are taking that approach up a notch by getting the word out via direct mail campaigns.
And while many smaller churches often do their own …
September 21, 2007
We got advice from church officials with marketing experience about some of the considerations that marketers who want to work with church groups should keep in mind
DO:
DO ask, “What does the church need?” rather than “What can I sell them?”
DO acknowledge a church has a self-interest and that …
August 31, 2007
Promoting products through bloggers should be done with care and common sense
By: Lauren Gibbons Paul
Last year, Andrea Rosso was searching for novel ways to promote his family’s winery, Mankas Hills Vineyard of Fairfield, Calif. Having just released a new blend of cabernet sauvignon and merlot in 2004, the …
August 24, 2007
Direct mail or e-mail? Smart marketers are finding these media work best together
By: Aaron Dalton
In sports, the winning teams often excel at more than one thing. Take football, for example. A great quarterback acting alone can have a big impact - but pair that quarterback’s skill with the …
August 1, 2007
Schwab blends classic strategies, modern techniques
By: Christopher Caggiano
For Beth Stelluto, the current marketing environment is very reminiscent of Dr. Doolittle: not the eponymous doctor himself, rather his fictional two-headed llama, the Push-Me-Pull-You.
It’s an apt metaphor, really, because not only are marketers today feeling pulled in different directions, they …