Q&As

Nivea just wrapped a weeklong pop-up event in Vanderbilt Hall in New York’s Grand Central Station.

Ocean Spray is on tour this summer, sampling its products at fairs, festivals and other special events where consumers gather. Millions of samples are being distributed and the brand has designed a number of ways to directly interact with consumers.

A California-based alternative medicine doctor has used a combination of direct mail, local space advertising and live events to recruit doctors to open franchises around the country.

Gone are the days when a call center merely existed to take orders and maybe upsell a caller on additional products or services. Today’s call center is integrated with online customer service and social media channels to develop and nurture customer relationships.

Just as marketers are always looking to new vehicles for expanded communication delivery, so too do we need to start looking at new ways of expanding the almost limitless possibilities of our data and appending procedures. Here’s a primer on three ways you can add value to your list with appended data.

Black Friday is coming. That Friday before Thanksgiving has been a boon for retailers, jumpstarting the holiday shopping season by offering door-buster deals starting in the wee hours of the morning to get consumers in a buying mood that hopefully lasts through the New Year. But retailers, eager to replay the day and generate sales, are watering down its effects by marketing and using the term, and its connotation at other times of the year.

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Savvy direct marketers know a successful direct mail strategy isn’t focused solely on reducing postage costs—you must also improve deliverability and increase response.

Here’s some ideas on how to maximize the value of your postal spend.

When Samuel Coleridge wrote “water, water, everywhere, but not a drop to drink” about the ancient mariner’s thirst on the open sea, he also captured the irony many marketers today face about their marketing intelligence.

Marketers are also surrounded by an ocean—one of data pouring in from all directions, both disparate channels and enterprise-wide. And while the mariner was surrounded by salt water unfit to drink, marketers are frustrated that much of the information surrounding them is unavailable for marketing purposes. But where the old sailor could only pray for wind or rain, marketers can look to The Cloud.

A new direct mail prospecting package from Amnesty International offers a simple finding for marketers: Paper still works.