“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.
March 27, 2009
Steve Cuno has a passion for blending science with marketing. The founder and chairman of Response Agency Inc., a direct response marketing firm in Salt Lake City, Cuno is a nationally recognized expert in branding and measurable marketing. In his new book, Prove …
February 11, 2009
Reaching out to your current customer base while tapping into new prospects can be a tricky endeavor for any marketer. Executing such a campaign cost-effectively is even more of a challenge, requiring innovative thinking and a strategic media plan.
So when premium scented-candle manufacturer and retailer Yankee Candle …
January 13, 2009
After watching its clients reap the benefits of multi-channel campaigns integrating direct mail and the Web, marketing communications production services provider Tukaiz (pronounced Too-KAYZ) decided to double down on its own advice by blending direct mail and image personalization into a campaign that has driven the marketing …
December 5, 2008
At the recent Direct Marketing Association conference in Las Vegas, I had the pleasure of delivering the opening keynote presentation. In my presentation, I issued a challenge and call to action to the direct marketing industry, and now I’d like to extend it to you as well.
Increasingly, …
September 25, 2008
If you’re like most direct marketers, you think your job is to find prospects and turn them into sales leads. But if you’re aiming your messages exclusively at buyers, you’re missing an opportunity to impact your company’s sales in broader ways as well as the chance to …
September 4, 2008
In my first book, Life After the 30-Second Spot, I spoke about one of the major flaws of television advertising — specifically brand- (or is it bland?) awareness advertising. I called this flaw “lag” or “gap” analysis.
It works like this: It’s 9.25 p.m. You’re watching your …
