Q&As

TruGreen is hoping the smell of freshly cut grass scented postcards will entice homeowners looking for lawn care services.

By anyone’s timeline, the loyalty industry has existed for at least 20 years, driving customer retention across industries as diverse as retail, hospitality

A recent study by Forrester predicts that one in five U.S. adults will do some form of banking transaction over their mobile phones by 2015, up from the 12% who currently perform some of their banking over mobile handsets. That’s good news for banks, who are always looking for ways to cut down on teller interaction and thus overhead.

Marketers who don’t get enough information from recency, frequency and monetary (RFM) analysis can consider adding a fourth metric to their calculations: Tire tread measurements.

Granted, this metric will only yield useful data for a limited number of companies. But Sullivan Tire Co. Inc. is one such company, and when tires on a customer’s car are worn down to depths 3/32nds of an inch or so, its individualized direct mail efforts hit the ground running. During 2011, Sullivan Tire will expand the mail program fueled by this and other service data, sending out 500,000 pieces, according to database manager Mike Panarelli.

Kia Motors America has expanded its automated service reminder program beyond direct mail and email to include text and voice messages.

Companies with ecommerce sites may have an overly high percentage of customers who through their behavior tell you “no thanks, I’m just looking.” Imagine being able to increase your Web site’s conversion rates by 30% or more and adding millions of dollars in additional revenue. Online testing is the key. For even better results, consider implementing a comprehensive, strategic conversion optimization process.

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: What impact would potential do-not-track legislation have on data collection or direct marketing?

As a few warm days remind us that spring may not be too far away, it may be time to add plans for a street stenciling campaign. The eco-friendly promotions can add a spark to online contests, point the way to in-store campaigns or announce a new musical CD. Add some addition power by teaming the stencils with street reps that can hand out coupons or other promotional materials. This unexpected encounter is very interactive with consumers and it’s usually a low-cost solution that yields high-impact and results.

The Zippo Manufacturing Co. staged six musical events—one per month—in China to convert buyers and build advocates among younger adults.

Today more than ever, its important to understand the best possible way to get the most out of the lists you are selecting for your direct mail campaigns.