Q&As

Food brands across multiple categories are moving towards focusing on what’s actually in (and behind) their products, with a transparency that lets consumers know there’s nothing to hide.

We know that retail sampling is a great way to incent trial and purchase. But there are pros and cons. Let’s take a look at both sides.

The Canadian Wildlife Federation has begun cutting its direct mail fundraising volume by nearly 10% and increasing its targeting efforts, as part of an overall efforts become more environmentally responsible and cut costs.

There is a temptation to talk about mobile and social in the same breath. The channels came to prominence more or less concurrently. And there is considerable interplay, with consumers using their mobile devices to access social networks.

But that said, there is at least one significant difference when it comes to loyalty marketing.

What you are selling isn’t nearly as important as fully understanding who you are now selling it to and who you could target to sell it to in the future.

Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week’s question: How could the list industry further improve operating efficiencies?

Paper products brand Kimberly-Clark is sending Walmart shoppers on a mobile-fueled race through the aisles with a promotion that taps into the appeal of Disney Pixar’s "Cars 2" animated feature.

Uni-ball has typically been a broadcast kind of brand, running TV spots to show how its pens are better than its competitors—in both price and performance. But the brand has made a major change this year, migrating all of its spending on broadcast media to a social and digital program, supported by an overarching national retail promotion.

The Chandler Unified School District in Arizona is using a mix of social media and traditional direct mail to attract young parents to the public education system.

The Chandler Unified School District in Arizona is using a mix of social media and traditional direct mail to attract young parents to the public education system.