Deliver Magazine Archive
Volume 8, Issue 5, October 2012
Our team shows how catalogs have merged with new digital technologies to provide a deeper experience for the user. We also tout the merits of some exquisite ways to be self-promotional in your marketing and achieve a little publicity and increased ROI — if you’ve got it, flaunt it — and look at a spooky yet innovative mailer that would make Dracula proud. You’ll also see how a textbook publishing company used postcards to get to the head of the class.
Volume 8, Issue 4, August 2012
We take a thorough look at the different facets of the Asian American community, as marketing experts discuss the various methods to reach this fast-growing and influential demographic. We also examine how the Red Cross has used catalogs to rake in big response rates that help save lives, and give you eight solid reasons why mail continues to go strong in this increasingly digital world. In this issue you’ll also find out how to get past the gatekeepers and get your message in the right hands.
We hit the city streets and roll out the red carpet to unveil the 2012 Deliver® M.A.I.L. Award winner: Congratulations to Barb Sibley and her team for their exceptional contribution to the direct marketing world. They put what in the mailbox? Our latest “Pushing the Envelope” section shows how one company enjoyed a fruitful ROI with its unique coconut mailer. Marketing expert Tina Wells also sits down for a thought-provoking Q&A about reaching one of the most highly coveted demographics — the Millennials. And you won’t want to miss out on Nufarm’s mixed media campaign that cultivated plenty of results.
Volume 8, Issue 2, May 2012
Five marketing experts discuss the importance of reaching a multicultural audience — along with what mistakes to avoid and how to use direct mail to reach these highly coveted individuals. We also showcase the newest tool from the U.S. Postal Service® in Every Door Direct Mail.® Plus, discover how Minor League Baseball™ is using mail — and a few innovative promotional ideas — to fill the seats at the ball park. And if you still need more, our story on auction houses will get your adrenaline going.
Volume 8, Issue 1, February 2012
Our 42nd issue of Deliver takes interactivity to the next level with a fully functioning augmented reality cover that is truly engaging. The cover coincides with our case study on how a ski resort in Colorado used this cutting-edge technology in its direct mail campaign. We are all about looking ahead, and even offer some direct marketing forecasts for 2012 and beyond. You’ll also discover how direct mail helped Baylor quarterback Robert Griffin III take home the most coveted individual award in college football — the Heisman Memorial Trophy. And Professor Andrea Godfrey sits down for a Q&A to explain her recent marketing study that found CEOs need to incorporate direct mail in their next campaigns.
Volume 7, Issue 6, December 2011
Millennials may be the “tech generation,” but find out why they still love getting mail. Has the green marketing initiative lost its steam, or is it a success? And discover how a piece of “air mail” made a big impact on engineers, how targeted mail made a difference for three businesses and why “sell” is the kind of four-letter word you should use.
Volume 7, Issue 5, October 2011
It’s a joyous occasion for Deliver. We just put out our 40th issue. To celebrate, we had some cake and reminisced on some of the greatest moments to grace our pages the past six years. We also did some traveling to showcase creative direct mail trends in Europe, and featured a Brussels-based agency that is crazy about integrated campaigns. We slept fine during our travels, thanks to our friends at Terminix who kept the bed bugs out of sight with their creative campaign. Then we got back in the fold of things with the assistance of Trish Witkowski — of Fold Factory fame — who believes all great direct marketers need to know when to fold ‘em. Still trying to make sense of it all, we took a look at some direct mailers that stimulate your taste, smell, touch and hearing as well as sight .
Volume 7, Issue 4, August 2011
We all need a little help sometimes. Fortunately, our fantasy multichannel marketing guide is here to serve as a reference and help you get the necessary edge over your opponents, and reaffirm that mail is indeed the premier point guard in the integrated marketing game. Plus, marketing superstar Ola Mobolade offers her expert opinion on the importance of reaching a young, multicultural audience in a must-read Q&A. And an international fashion upstart takes us deep into the trenches, allowing readers to get a hands-on feel for dimensional marketing. Once that digests, save some room for dessert — it just might bring you good fortune.
Volume 7, Issue 3, June 2011
A branding agency hunts for an elusive “Blue Octo” and snags a coveted prize along the way. Plus, see why it all adds up with mathematics and direct marketing, and how Z-Cards can keep your brand in the fold. We’ll also leave you with some food for thought from a delicious integrated campaign via a fast-food chicken franchise, and we chat with a dear friend — who also happens to be a perfect 10.
Volume 7, Issue 2, April 2011
See how the Grateful Dead can improve your direct marketing efforts, find out how studies of the brain demonstrate that mail resonates longer than digital, and discover how you can optimize your direct mail to work harder for you. Plus, why college grads make great customers, and a spy kit that delivers on its mission.
Volume 7, Issue 1, February 2011
The “Average American” doesn’t exist anymore. We look at how that’s forcing marketers to find new ways to reach customers and prospects. Plus, using humor to differentiate your brand’s advertising, how to market when you have no money and a nation of people dependent on you, and why pet owners make good customers.
Volume 6, Issue 6, December 2010
See how marketers are getting back in the game, now that the economy is rebounding. The financial industry returned to the mailstream in a big way, Adobe found a sweet way to reach decision makers in the C-suite, and UNCF reached out to donors with a highly successful multimedia approach.
Volume 6, Issue 5, October 2010
Mail hasn’t succumbed to digital. In fact, it’s quite the opposite: These newer channels are benefiting from print’s power. Learn how disc mailers augment and support an online strategy, get tips for creating high-tech direct pieces for cheap, and see how a video game publisher united fans through mail.
Volume 6, Issue 4, August 2010
It’s time to shake up your thinking about direct mail. See how Blinds.com is boosting results by bucking traditional marketing trends. Plus, find out why single Americans are lucrative matches for marketers and learn how Ford Motor Co. is testing the limits of bilingual and culturally relevant marketing.
Volume 6, Issue 3, July 2010
The key to business survival? Keep your customers coming back. In this issue, learn how pairing mobile and mail boosts loyalty and find out what consumers really want from loyalty programs. Plus, check out our new content featuring marketing solutions from (and for) small and medium businesses.
Volume 6, Issue 2, April 2010
As consumer preferences and demands evolve, businesses need to develop ways big and small to give themselves an advantage. This issue looks at some of the most cutting-edge approaches marketers are taking, from harnessing new demographic data to employing fictional brands as a way of promoting real products. Also, you’ll learn how direct mail is driving creative marketing efforts by companies ranging from tax preparers to magazine publishers, and how it can work for you, too.
Volume 6, Issue 1, March 2010
Want more customers? See how brands are getting a boost by mailing free samples. Plus, find out why grandparents are a force to be reckoned with, learn which colors are key for marketers and relive the horror of what happens when marketing goes wrong.
Volume 5, Issue 6, December 2009
Could your brand use a marketing makeover? The beauty issue of Deliver is full of tips from the experts that could have it looking years younger. There’s also some glam campaigns you’ll want to emulate, plus a look at the hottest trends that marketers will be following in 2010.
Volume 5, Issue 5, October 2009
It’s OK to send mixed messages. In fact, this issue of Deliver encourages it. Learn how pairing channels — especially print and digital — is not only a smart idea but, with a little creativity, a highly profitable one. Plus, new list-scrubbing techniques and the power direct catalogs have over online sales.
Volume 5, Issue 4, September 2009
Stay the green course despite today’s economic pinch. As environmental concerns alter direct marketing, Deliver devotes an entire issue to ways marketers can differentiate themselves from the rest of the increasingly green crowd. Learn strategies from brands using eco-conscious approaches to thrive during tough times and get insights from green thought leaders and marketing experts.
Volume 5, Issue 3, July 2009
Get your brand noticed – even in tough times. As marketers struggle to adapt to changing economic conditions, Deliver offers a Survivor’s Guide full of insights and strategies from the brands and executives who have weathered past storms, to thought leaders and other marketing experts. Plus, getting more out of your printer and why your ROI calculations might need some tweaking.
Volume 5, Issue 2, May 2009
Marketers need their messages to stand out more now than ever as they jockey for dwindling consumer dollars in a soft economy. This issue offers some strong examples of brands that have broken away from staid tradition to find new audiences and cut through the communications din. Any marketer grappling with how to move forward during the recession should be sure to read this issue.
Volume 5, Issue 1, March 2009
As a sluggish economy continues to bog down business, marketers are more desperate than ever for effective, affordable and creative messaging strategies. This issue focuses on concrete tools and initiatives that companies can utilize to boost marketing communications — and revenue — in these uncertain times.
Volume 4, Issue 5, November 2008
From economic recessions to changes in a brand’s name, tough challenges will always confront big businesses. Not only are these challenges no reason to cut back on direct marketing — they may be the very reason to go full speed ahead with customer communications. This issue of Deliver explains why marketers should consider bucking “conventional wisdom” during turbulent times.
Volume 4, Issue 4, September 2008
In this era of increased emphasis on numbers and fragmenting media channels, it’s critical that marketers remember the selling power of smart, colorful messaging. This issue of Deliver celebrates the artistry and imagination of creative direct marketing.
Volume 4, Issue 3, July 2008
While other media can dazzle your eyes and ears, direct mail is the one channel that lets you reach out and touch the products being promoted. Our latest issue of Deliver looks at the tactile power of direct mail and how it offers an advantage that no other form of direct marketing can match.
Volume 4, Issue 2, May 2008
Green marketing continues to prosper, as a growing number of brands seek unique ways to promote Earth-friendly products and initiatives. Our second “green” issue examines more of these cutting-edge ideas and how they impact the environment.
Volume 4, Issue 1, March 2008
This issue of Deliver looks at how marketers are using not just technological innovation but outside-the-box thinking to enhance the power of direct mail and other media in their efforts to spark better dialogue with customers.
Volume 3, Issue 6, December 2007
As customer bases and communications channels rapidly diversify, companies are being compelled to learn new ways to get their messages across. This issue explores the impact of a changing marketplace on how marketers talk to peers and consumers alike.
Volume 3, Issue 5, November 2007
Despite early predictions that the web would destroy direct mail, marketers are learning that digital can often make direct even stronger. This issue underscores how brands are benefiting from the might of multimedia.
Volume 3, Issue 4, September 2007
The Deliver green issue explores the strategies that direct marketers are developing in response to widespread environmental concerns.
Volume 3, Issue 3, July 2007
Retaining customer loyalty isn’t as simple as it once was. This issue looks at how, like everything else in modern marketing, loyalty programs are rapidly changing to become more sophisticated and more personalized.
Volume 3, Issue 2, May 2007
Plenty of companies are really getting personal … with their marketing, that is. This issue takes a look at personalized approaches by companies such as Kodak, which is on the leading edge of using printing technology to effectively reach consumers.
Volume 3, Issue 1, March 2007
How has digital technology changed the marketing world and where is it headed? This issue features a detailed survey of the marketing landscape and implications for the future.
Volume 2, Issue 6, December 2006
Why Yahoo chose mail to promote its new search engine, plus innovative marketing ideas from Charles Schwab, Draftfcb, Sherwin-Williams and Book of the Month Club.
Volume 2, Issue 5, November 2006
Forget the free toasters — banks are really getting innovative with their marketing, plus stories on making friends with the Internet and greeting cards that fit every occasion.
Volume 2, Issue 4, September 2006
Keeping customers loyal in turbulent times, how to engage teen consumers, tracking a billion pieces of mail with one tiny code plus a chance to win fame and glory for your marketing campaign.
Volume 2, Issue 3, July 2006
Inside the mind of marketing guru Seth Godin, plus how businesses are using direct to create awareness and a new approach to diversity marketing.
Volume 2, Issue 2, May 2006
Ideas on how to successfully market to an affluent audience, reaching consumers in innovative ways, plus a report card on response rates – see how you stack up.
Volume 2, Issue 1, March 2006
Find out why Generation Y presents a new challenge for marketers, what some companies are doing to optimize their media mix and how you should spell CRM.
Volume 1, Issue 6, December 2005
What you don’t know about marketing to Hispanic consumers, True Value upgrades the local hardware store and how Cadillac got its cool back.
Volume 1, Issue 5, November 2005
Learn how econometrics is changing the way we measure ROI, why generational marketing is defunct and what opportunities lie in marketing to small business.
Volume 1, Issue 4, September 2005
American Express talks about keeping customers loyal, consumers share their dos and don’ts of marketing – plus, how to connect with Gen X and Gen Y.
Volume 1, Issue 3, July 2005
Learn how Cingular and AT&T marketed their merger and why John Deere used customized mailers to boost sales – and a few thoughts from Staples Inc.
Volume 1, Issue 2, May 2005
Features stories on Capital One’s brand strategy, why Canon is moving away from e-mail and how variable printing is changing the marketing landscape.
Volume 1, Issue 1, March 2005
Find out how the Navy accelerates recruiting, Harrah’s improves loyalty and Southwest Airlines keeps sales soaring — plus insights from Peppers & Rogers.