BY: PATRICK O’CONNELL

A colleague of mine works with a marketing message that targets a large audience. He has a huge budget, almost all of which is poured blindly into one medium - television. With ridiculous production costs and the high-profile (think C suite) approval process, he’s become a …

Arnold One uses direct marketing to reach hand-raisers

BY: TANYA IRWIN

Direct mail isn’t what it used to be. And Greg Johnson couldn’t be happier. Johnson, executive vice president and director of Arnold One in Boston, has more than 20 years of integrated-marketing experience.

In recent years, Johnson says, direct mail …

Pizza Hut uses a frequent buyer program to grab a bigger slice of its best customers’ business

BY: SAMAR FARAH

Ideally, loyalty programs should be like valentines from brands to consumers - ways to single out and retain the objects of their affection. When programs work, the company is rewarded …

Why direct mail doesn’t get the respect it deserves

By: George Tannenbaum

I’ve always hated the term “junk mail.” As direct marketers, somewhere along the way we got a bad rap. No one ever refers to television commercials as “junk TV” or newspaper ads as “junk newsprint.” How is that …

Using segmentation to maximize marketing success

BY: AARON DALTON

It’s no secret that many newspapers today face crippling challenges as the Internet siphons away daily readers. One daily newspaper in Texas, the El Paso Times, has responded to this challenge by developing specialty publications for targeted audiences.

In El Paso, …

Direct helps retailers pull in the customers

BY: SCOTT S. SMITH

Location, location, location. Every retailer knows that’s the key to success. But direct mail, direct mail, direct mail turns out to be key as well when it comes to bringing customers into the stores.

In its annual Customer Focus 2005: …