By: Samar Farah
At first glance, Papa John’s Pizza would seem to be your traditional brand: a mass-market product with a mass-market audience and a mass-media approach to marketing. But when it comes to …
After years of being kept “below the line,” out of the proverbial front office and VIP suites, direct finally got its ticket to the big game.
Why? Because the owners and managers of marketing have finally come around to your way of thinking. …
Last year, an innovative direct marketing campaign got really personal with thousands of administrative assistants. So personal, that 20 percent of them let the mailer treat them to a cup of coffee. In fact, the latte-loving direct mail …
By: Samar Farah
They sell empty spice vials, wall-to-wall closet shelving and every imaginable household repository in between. Their image is trendy but affordable, contemporary but practical. And their internet business is growing at …
By: Elaine Appleton Grant
Online business models may have taken a beating in recent years, but there’s always room for a cool idea. And what could be more cool than community-generated content? One recent success story in this …
BY: Larry Kimmel
There’s been a lot of talk about the role of direct marketing in the new media world. What it really comes down to is this: What is your definition of direct? Too many people …
