Loyalty programs, once regarded as little more than afterthoughts by many major companies, are increasingly becoming part of many big brands’ core business

By: Elaine Appleton Grant

When Kent Gilmore, the COO of $110-million Nahan Printing, turned to GE Capital Solutions for a loan last winter, the Connecticut-based company didn’t just …

Put down that spreadsheet. Throw away that calculator. Demonstrating ROI for your marketing efforts could be a calculation so simple you can just as easily do it in your head.

As marketers, we often think of customer satisfaction as a very complicated issue, with varied factors and “touch points” influencing …

BY: Elaine Appleton Grant

One day last March, Liz Murphy sat watching Oprah, listening to every word her guest, actress Meg Ryan, said. Murphy, who runs a search engine marketing firm called Red- Boots Consulting LLC in McLean, Va., was making rapid-fire, critical decisions, and she was spending thousands of …

BY: MIKE BOYLSON, Chief Marketing Officer

As I look at our overall marketing, the more it becomes clear that customers are in control. Many of the mass-marketing vehicles like print and TV have become less effective because …

The Postal Service’s new OneCode program makes direct mail more effective than ever

BY: christopher caggiano

Here’s the marketing mantra of the new millennium: It’s all about the ROI. Although direct mail has always been at the forefront of measurability, there’s always room for improvement. Well, a new program that …