BY: MARY LORENCZ
Marketers chasing aggressive growth goals while overcoming obstacles can use ’snapshots’ of existing customers to effectively zero-in on their best prospects. Scotts LawnService decided to relandscape in 2003 by increasing prospect response and retention rates as part of a long-term goal to widen its geographic footprint….
BY: SANDRA BECKWITH
Consumers within the three-decade span comprising Generation X and Y tend to multitask in a way that can shut out traditional advertising messages. Successful prospecting and retention within this marketing-savvy segment - especially Gen …
BY: J. CHRISTOPHER HIPPLER
The success of Southwest Airlines is the stuff of American business legend. A fledgling airline gets off the ground by offering short flights in Texas with a promise of on-time flights and low fares. Three decades later, it grows up to …
BY: THOMAS J. FORDE
The U.S. Navy’s message to America’s youth? “Accelerate your life.” Its approach to getting young adults to heed that message? An accelerated marketing campaign. By relying on an integrated national marketing campaign, the Navy picked up the pace in its attempt …
BY: TANYA IRWIN
Anyone who’s been a lifelong Red Sox fan knows a little bit about loyalty. Most important: It pays off in the end.
For David Norton, a longtime BoSox follower, and head of relationship marketing for Harrah’s Entertainment, the payoff hasn’t taken nearly as long.
The reason? Harrah’s has been …
