One of the most common mistakes marketers make when trying to figure out how to reach Spanish-speaking newcomers is the assumption that there is a single Latino community, according to Veronica Torralba of insurer AIG American General.

Companies should establish a company blog to help maintain dialog, rather than jump online only to respond to negative information, recommends Steven Solvers, principal at strategic consultancy GBSM Inc. and publisher of the blog Scatterbox.

Epicurean magazine SAVEUR doubled its response rate by abandoning its courtesy voucher in favor of another marketing strategy: the magalog. There are a lot of offers in the magalog, from sweepstakes to discounts.

PostcardMania is marketing itself by showing what it does best: mailing postcards to prospects. The postcards, which represent a real-world example of PostcardMania’s work, direct prospects to the company’s Web site.

Timberland created the “Green Index,” which lists such information as the amount of energy consumed to manufacture a particular shoe, and shares the database with competitors to set a transparency standard for the shoe industry

Bidart & Ross is proving how direct mail can easily fit into a marketing strategy by driving higher-level corporate prospects to a micro Web site. The investment advisory company began sending out thousands of postcards to HR and other executives late in 2007 and into this …