Strategy Driven

MARCH 2, 2016

Many direct marketers have it figured it out, sending you offers in the mail that you are likely to actually want as opposed to the ones you consider junk. If you want to maximize your marketing dollars, solely using a CRM platform to determine the best suited marketing audience is not the best direction.

CRM 50

CRM System ROI Audience 50

Harvard Business Review

NOVEMBER 12, 2015

Email is not only relevant for Millennials, it also happens to remain the channel where direct marketers get the highest ROI ($39 for every dollar spent, according to the Direct Marketing Association). But that doesn’t mean the same old email marketing will work on Millennials. Timing is everything.

Direct Marketing 8

Direct Marketing ROI Brand Marketing 8

Harvard Business Review

MAY 21, 2018

Consider this example: When The Interpublic Group (IPG) merged the direct-marketing company Draft with the ad-agency Foote Cone & Belding (FCB) to become one agency in 2006, “it was immediately apparent that the cultures of the two agencies were wildly different,” shared Marty Stock, then head of Coors advertising at FCB.

Company 9

Company Direct Marketing Execution Taylorism 9

Harvard Business Review

FEBRUARY 14, 2014

At one top retailer, the analytics team was looking to fill a direct marketing measurement position but was not satisfied with the direct marketing experience in the CVs the recruiting team was sharing with them. But there are a range of tactics companies of any size can use to improve their analyst recruiting.

Direct Marketing 11

Direct Marketing Talent Management Marketing Human Resources 11

Harvard Business Review

APRIL 29, 2011

As an example, a few years ago I worked for small software company selling an expensive enterprise workflow product. As a result of our increased coverage and wider range of solutions, we both gained revenue and credibility, while reducing marketing and development. Your competitor has strengths, and you have different strengths.

Travel 15

Travel Chief Executive Officer Venture Funding Magazine 15

Harvard Business Review

AUGUST 4, 2017

Kimberly-Clark, for example, specifically designed its Huggies rewards club to attract and educate new parents. At Procter & Gamble, for instance, technology says it’s time to remind parents about Pampers, while analytics says that direct marketing is the best way to do it.

Retail 8

Retail Brand Apparel Discount 8

Harvard Business Review

OCTOBER 23, 2014

Let’s look at the Americas Field Marketing organization for Cisco Systems, as an example of this three-step process. They had organized tradeshows, delivered direct marketing, generated leads, and provided useful customer insights – the basics of a successful marketing organization.

Team 8

Team Short-term Attrition Marketing 8

Harvard Business Review

APRIL 1, 2013

Twitter, for example, announced a policy change that tweeters would henceforth have to pay if they wanted to use vowels. Indeed, your April Fools' gag will see plenty of extra amplification, as media from ABC News to Huffington Post to Time aggregate examples in their April Fools' Day coverage.

Brand 8

Brand Power ROI Committee 8

Harvard Business Review

AUGUST 21, 2014

These examples are not mere exceptions, but part of a growing trend. The newspaper industry has been hit especially hard because historically it has derived much of its revenues not from display advertising, but from classifieds and other direct marketing services, where the impact of digital technology has been the greatest.

Venture Capitalist 8

Venture Capitalist EBITDA Venture Funding Magazine 8

Harvard Business Review

FEBRUARY 15, 2011

The division had just introduced a line of products aimed at an important new market segment. Since the company sold primarily through direct marketing, the design of such materials as catalogs — and, increasingly, web pages — had a direct impact on sales. Almost immediately, Laura faced a major challenge.

Influence 15

Influence Market Segmentation Direct Marketing Focus Group 15

Harvard Business Review

SEPTEMBER 6, 2013

For example, catalog and online retailers like L.L. As a direct marketer we have been good at customer intimacy. For example, gene sequencing is enabling better prediction of disease susceptibility and drug reactions. Bean is embarking on a major investment in its systems infrastructure. We know a lot about our customers.

Customer Intimacy 8

Customer Intimacy Operations Supply Chain Retail 8

Harvard Business Review

MARCH 11, 2014

For example, a few years ago we helped Medtronic formulate and deploy a business model to bring pacemakers to patients in India who historically either didn’t know they needed the device or couldn’t afford its $1,000 price tag (since most Indians pay for health care directly).

Innovation 8

Innovation Venture Capitalist Company Supply Chain 8

Harvard Business Review

JANUARY 26, 2011

To test for risk-taking, for example, candidates role-play how they would deal with a situation in which one colleague has been called out of town and needs a less-experienced coworker to take his or her place in an important presentation. Alan Lewis is owner and chairman of Grand Circle Corporation , the largest U.S.

Skills 15

Skills Company Teamwork Travel 15

Harvard Business Review

OCTOBER 20, 2015

Since its refurbishment in 2008, for example, The Heineken Experience in Amsterdam has become one of the city’s top attractions. In fact, while the total tourism market in Amsterdam grew 19 percent from 2009 to 2014, the Heineken Experience grew 143 percent.

Brand 8

Brand Storytelling Trout Retail 8

Harvard Business Review

OCTOBER 18, 2012

If predictive analytics drawing on big data could accurately point to who in particular was about to jump ship, direct marketing dollars could be efficiently deployed to intervene, perhaps by offering those wavering customers new benefits or discounts. Let's say, for example, that a wireless provider has a churn rate of 2% per month.

Wireless 8

Wireless Film Advertising Attrition 8

Harvard Business Review

SEPTEMBER 22, 2011

Use closed-loop processes (call unhappy customers, for example) to ferret out the specifics of a situation for customer-facing employees. One direct marketer learned this the hard way. You can also use these processes to inform policy, pricing, staffing, process and product improvements. Organized learning.

Incentives 10

Incentives Sample Customer Loyalty Metrics 10

Harvard Business Review

JULY 24, 2015

Popular business author Seth Godin, for example, experimented with it and later moved back to his publisher, Portfolio (which also released my book Stand Out ). Many authors appreciate the turnkey services publishers provide such as distribution, design, marketing, foreign rights sales, and editing. .” Certainly not.

Short-term 8

Short-term Long-term Audience Brand 8

Harvard Business Review

JUNE 8, 2018

Consider the following campaign examples: Holiday Campaigns Expand Reach Without Sacrificing Relevance. When the marketing team combined the intelligence from audience insights with predictive decisioning, the results were impressive.

Retail 8

Retail Apparel Engineering Audience 8

Harvard Business Review

OCTOBER 27, 2011

For example, a bank with millions of customers should have a higher ratio of talking to listening than a supplier of braking systems to automotive OEMs which may have less than twenty. Inputs to the talk side of the calculation would ideally include: Expenditure on advertising, direct marketing, and promotional activities.

Marketing 11

Marketing Automotive Advertising Benchmarking 11

Harvard Business Review

APRIL 19, 2017

In other words, business leaders have been dealing with the direct, market-based risks presented by major economic, technological, and demographic trends. The avowed environmentalism of energy companies is an example. They need to work with social and political imperatives, rather than inviting resistance. What will this entail?

Politics 10

Politics Supply Chain Offshoring Globalization 10