Selling value from the valley

BY: STEPHANIE STEPHENS

If you cruise by the organic section of your grocery store and think those products are for “someone else,” think again. Though some believe this is an industry still in its infancy, about 39 percent of the U.S. population use organic products. …

Agency succeeds by breaking down internal barriers

Forget all that stuff about consistency being the hobgoblin of little minds.

At The Richards Group, a Dallas-based agency with projected billings of $1.2 billion, consistency counts. When the agency finds a marketing message that works, it sticks with it: think Chick-fil-A cows.

“Advertisers often …

Marketing to affluent consumers

BY: Aaron Dalton

They earn six-figure salaries, spend freely on goods and services and are willing to pay for the things they really want. Affluent consumers are a marketer’s dream.

And that’s the problem. Deluged with marketing messages from all corners, this highly sought audience is adept …

Using a mobile phone as your response mechanism

BY: rick mathieson

Let’s face it: You’re asking a lot of us. Sure, your direct mail package is pure genius. Your list hits a bull’s-eye. And your offer is solid gold.

But what about that response mechanism? At today’s average 2 percent …

Auto service chain scores by segmenting customers

BY: jennifer haup

Repeat visits are the lifeblood of any retail chain. So when Midas International found that only about half of its revenue came from repeat business, the company knew it needed to take action.

“Our marketing programs were successful in acquiring new …

What’s wrong with prime-time television?

Well, we could offer our humble opinion, but we’ll leave it to the viewers polled recently by Harris Interactive on behalf of the Association of American Advertising Agencies.

Topping the list was “too many ads,” an opinion held by 32 percent of those polled. By way of …