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Links of the Week!
2008-04-25 03:15:00
Another week has come to an end -- so time for the weekend!To get your weekend started, here are our favorite links this week:Ron Shevlin's Direct Marketing Whims: Ron has a great blog -- and he is really smart and better than that, he's extremely funny. So, we love reading his posts. Our favorite post this week concerns his favorite industry -- banking -- and how two particular marketing channels (branches and online) interact to create satisfied customers. And, further, he makes the point that particular customers need to be able to interact through different channels -- depending upon their specific preferences. Bottom line: all channels are cost centers but are very important to the customer experience. Our take is that no matter what the industry, if you're utilizing all channels to better serve the customer, and taking the time to understand customer preferences, the costs incurred will be money well spent because you'll keep your customers satisfied -- and loyal to ...
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Grow Your Customer Relationships
2008-04-24 17:22:00
You know you're getting old when news doesn't seem like news. You've heard it before. Same old story. Can you relate?It's certainly how I felt reading this story from DM News: Study says CMOs are failing to use CRM well."Marketers worldwide are under-utilizing data and analyt­ics, particularly when it comes to customer retention, according to a recent study released by the Chief Marketing Officer Council.Only half of marketers have a strategy in place for growing key account relationships, and 45% believe CRM systems are not effective enough. Further, only 15% of companies rated them­selves extremely good or effective at integrating disparate customer data sources, and 6% of marketers reported having “excellent knowl­edge” of customer data such as demographics, psychographics or transactional history."The article goes on to talk about how so many companies continue to be focused on new customer acquisition and fall short in developing strategies designed to retain the ...
More About: Relationships , Customer , Grow

More on Telecommunications -- AT&T's Success Story
2008-04-23 22:22:00
As you know, Suzanne posted yesterday about how some forward-thinking telecommunications companies are marketing themselves more aggressively to keep their customers for the long-term. While it doesn't sound like rocket science, it wasn't so long ago that this just never happened. In the past, it was simply a mind-set of try to bring on as many customers as you lose, and you'll stay even. And, as direct marketers . . . as business-people . . . we know that this is an insane approach!At the end of her post, Suzanne posed a couple of questions about why the traditional telecommunications giants weren't mentioned in this research and asked for reader comments/opinions.Well, today, the Washington Post reports that AT&T has just announced a 21.5% gain in the first quarter of 2008. And, this in a time of economic slowdown! The article goes on to report that "The country's largest telecommunications company earned $3.46 billion in the quarter, compared with $2.85 billion i...
More About: Story , Success , Telecommunications , Success Story

Direct Marketing for the Telecommunications Industry
2008-04-22 17:25:00
This is a topic rather dear to our hearts. Nancy and I both have quite a bit of experience working with telecommunications firms and helping them develop and implement winning marketing programs.So, when I come across an article that talks about direct marketing for this industry, I get excited (yes, I know I'm a geek). From DM News, Fierce competition among telecom marketers.The article talks about how deregulation and new technology have made telecom a super competitive marketplace. It talks about the importance of timing and reaching that prospect just when their service plan is about to expire (a tough challenge that we know a thing or two about, by the way!).The article cites 5 key trends in marketing for telecommunications firms:"Telecoms leverage more online channels to maximize spend." They're relying on consumers doing their own research on the Internet and building an online presence to acquire new customers."With short contracts, timing of messages is essential.""Man...
More About: Marketing , Industry , Direct Marketing , Direct , Telecommunications

Case Study Monday: eROI and Wacom
2008-04-21 18:37:00
Welcome to another edition of Case Study Monday . This Case Study comes to us from a conference up in Portland, Oregon, that Suzanne attended last week. The conference was an e-marketing summit called Innotech. eROI was one of the many companies who presented at the conference. They are a leading e-mail and interactive agency. They presented this case study at the conference, and we found it so compelling we thought we'd share it with you. We hope you enjoy this great example of using creativity to create a community -- and how eROI helped their client, Wacom , effectively utilize social marketing.Wacom -- Power of the Pens, Building a Community Wacom products have become such an essential tool to digital artists. The company bridges the gap between fine arts and today’s digital workflow. So much so, in fact, that even those who have never used a Wacom product know the brand by name.For this campaign, we wanted to share that connection of experienced and new artists. We wante...

This Week's Favorite Marketing Links
2008-04-18 17:59:00
I spent the last couple of days attending Innotech's e-marketing summit in Portland (my home town). I will say, this was time very well spent. I came home with my notepad filled with good ideas that we can apply today and in the future to our blogs and businesses. Since it's Friday and time for links, I wanted to share two highlights from the tradeshow.I showed up at 7:30 am (gasp) just for yesterday's keynote by Don Tapscott, author of just-released Wikinomics. He believes that business will soon be revolutionized, and he shared a glimpse into our future where most work is done through collaboration. I, personally, am fascinated by futurists, especially those who have proven to be right on target in the past. Something tells me that Mr. Tapscott has another best-seller on his hands, AND that we'll be doing business much differently within the next few years.The other session I really enjoyed was Paul Colligan's titled: "New Media Monetization in 47 Minutes or Less". This...
More About: Marketing , Links , Favorite

Happy Birthday to the Direct Marketing Blog!
2008-04-17 18:03:00
Yes, that's right . . . our Direct Marketing Blog is 1-year-old today. In blog years, that's all grown up! And, we are still loving having this blog, 233 posts later. When you subtract out weekends and holidays, that means we've posted pretty much every other day in the last year. We're feeling pretty, pretty smug about that! :)Seriously, we hope you, our valued readers have enjoyed our posts on all things direct marketing. And, we hope that we've been able to provide you with a new nugget or two as food for thought for your direct marketing strategies over the past year.Now, down to the brass tacks . . . so, after a year of blogging are we rich, are we famous? What exactly has this blogging thing done for you? . . . you may be asking. Good question.Well, we aren't exactly rich (except in character), but perhaps we're just-a-little-bit-famous (at least we have t-shirts from the Blogworld Expo that say we are). In reality, this blog has accomplished exactly what we wan...
More About: Direct Marketing , Happy

Good Examples of Mobile Marketing
2008-04-16 02:08:00
Call me narrow-minded. Tell me I lack imagination. But, for me, it can be hard to visualize exactly how something new will work until I see it in action. I can read about exciting new ways of doing business, but until I see real companies doing business that new way, I have a hard time believing it will work.An example that comes to mind is social marketing. Think about how social marketing seemed so foreign only a year or so ago. Wasn't it hard to visualize how companies could benefit (or, gasp, make money) with social marketing programs? Now, marketers have definitely jumped on THAT bandwagon.Well, I'm at about that same place when I think about mobile marketing. How will consumers embrace their phone delivering advertising? Seems like a hard sell, to me.Don't get me wrong, I text message my friends and family all the time. I also understand how the people in Europe and Asia are light years ahead of us Americans; they definitely use their cell phones for lots more than ...
More About: Marketing , Mobile , Mobile Marketing , Examples , Good

Engaging the Customer in Product Design
2008-04-15 17:16:00
Question: How many direct marketers does it take to target the right consumer?Answer: Just a couple of really smart ones that understand how to take advantage of reaching the most appropriate groups in the best way during tough economic times.Case in point: credit card marketers. American Banker magazine has reported that Citi Cards definitely sees the need to maintain one steady source of income: the "mass affluent" customer who is willing to pay for a credit card rewards program.The magazine reports that "Terry O'Neill, executive vice president at Citi Cards, said that 80% of affluent and near-affluent consumers (which he said Citi defines as households making $100,000 or more) use social-networking and peer-review sites, such as My Space, Linked In and Flickr, to review products and to get advice on purchasing and financial decisions. He recommends issuers use such sites to invite consumers in various target groups to help test new card products for several months before issui...
More About: Design , Product , Customer , Product Design

Case Study: CRM system helps non-profit organization
2008-04-14 17:04:00
Today's case study illustrates how technology has saved a non-profit organization a significant amount of money, while improving the customer experience at the same time. A good story to hear in today's tough economy.We've included the highlights in this post, but here's a link to the entire article, titled: CRM Credited by MS Society of Canada for Savings.CDC Software, a provider of CRM and other enterprise software and services, has announced that the Multiple Sclerosis Society of Canada has reported "record-breaking revenues and cost savings" attributed to CDC Software's Pivotal CRM.BackgroundThe MS Society of Canada receives roughly 85 percent of its funding through donations and special events, but its "customers" extend well beyond the donor. The society also solicits corporations, foundations and government bodies for donations and event sponsorship.Business Issue:With more than 120 offices and many different systems and processes to track customer information, ranging...
More About: System , Study , Organization , Profit , Case

Great Links!
2008-04-11 15:04:00
TGIF! And welcome to another edition of the Friday Blog Log. Here are some of our favorite links of the week.Have you ever wondered what to do when your client calls you and says,"My direct mail campaign is failing miserably!" Instead of hiding under your desk, the Caslon Blog, "Worth Knowing," suggests that you dig right in and perform 3 simple steps to save the day. Here's an interesting point that we sometimes forget when we're in the middle of "life or death direct mail." It's behooves everyone to be successful -- both you and your client. This post brings up the point that it doesn't do the client any good to blame the consultant. It just makes them look like they didn't choose well. Instead, the post suggests that by being proactive, you can bring news -- good or bad-- very quickly to the client. This way you can plan together what steps to take very quickly, and how to implement a plan for immediate improvement.There has been a lot of talk about what makes for a ...
More About: Links , Great

Starbucks "Gets" Social Marketing
2008-04-10 16:37:00
I finally did it.I finally bit the bullet and signed up at the first, ever Starbucks venture into social media. Yes, I joined My Starbucks Idea. And, I LOVE IT!The site has been in action for only three weeks. The entire purpose of the site is to solicit ideas from customers about how to do things better. I'm amazed at how smart and creative people are. Some ideas are no-brainers (free WI-FI!), and some are quite creative. A sampling of these ideas:Free birthday drinkExtra shot in venti drinks (currently it's the same as grande--did you know that?)Separate line for those whose order is plain ol' coffee (like me)Something to cover the lid opening so that coffee doesn't spill in transitAnd, here's the excellent thing--Starbucks is actually, actively acting on these ideas! They've already introduced a new type of stirrer that fits in the lid so that coffee can't seep out. And, if you've heard of their new Pikes Place blend--well, that's a mellower roast specially create...
More About: Marketing , Social

Increasing the Effectiveness of E-Marketing Campaigns
2008-04-09 16:10:00
It's been a while since we've written about e-marketing -- and more specifically, the way that you construct the message. If you're one of our valuable clients or partners, you've probably noticed that we've really embraced this channel lately!Hopefully, our messages are compelling enough to not only gain and hold your interest -- but also to make you either seek more information or contact us. So far, our results have been pretty darn good -- if we say so ourselves. Because of that, we thought that we'd share our tips for creating a compelling -- and responsive -- e-mail message. It's our responsibility as true bloggers -- and direct marketers -- to share our success stories with our favorite people -- our blog readers.With e-mail marketing, we are all competing for the attention span of the receiver in an increasingly overcrowded landscape. So, in our humble opinion, we have to pay special attention to a few basic elements in order to take full advantage this this very...
More About: Marketing , Campaigns

Where do you buy your music?
2008-04-08 18:29:00
I remember when I was a teenager. Each Saturday morning my friends and I would walk downtown to the local music store. We'd spend hours looking through the racks of vinyl records dreaming about having enough money to buy every single album we wanted. Several hours later, we'd leave the store with a couple of 45s. And, once we got home, we'd play those 45s over and over and over. Our poor parents...Now, while I can look back fondly on those times, I think that today's teens have it WAY better! They're exposed to so much diverse music. They can sample much for free. They can watch videos whenever they want. The easy access to music and bands is a great accomplishment of the Internet, I think.And, there's been a lot of news about the music industry lately. I'm sure you heard last week that Apple has topped Walmart, and has become the leading seller of music in this country. See their press release for full details: iTunes Store Top Music Retailer in the US.In only five ...

Case Study Monday: Imago Digital
2008-04-07 22:35:00
Welcome to another edition of Case Study Monday . Today, we'd like to highlight a very forward-thinking direct marketing firm, Imago Digital , a division of MMI. We were lucky enough to meet these folks at a recent trade show and subsequent plant tour last week. They are a very impressive company indeed!The reason why we really like this company is that they are extremely customer-focused. They have refined and tweaked their capabilities over time in order to help their clients continually create success through every direct marketing campaign -- and do it as business needs continually evolve.Here is an example of some success that they were able to create for Olympic College, a two-year public college located in Bremerton, Washington.Business Need: Olympic College needed to increase their enrollment. They knew they needed to do it via direct marketing, but they needed a vehicle that would be faster than traditional "reply" cards, and they needed to target the specific needs of ...

Marketing Links!
2008-04-04 00:46:00
Ah, another good week for bloggers!We loved this post, titled It's the Data, Stupid from Robert Rosenthal's Freaking Marketing for two reasons: 1) It's a milestone for him--his 200th post. Congratulations, Robert! 2) He mentions RRW's new turnkey customer profiling service, and says some nice things about us, too. We really appreciate it.Another fellow DMer, Dan Smolen, has just introduced a brand new blog, called Sturdy Roots. Dan is an executive recruiter for our industry. He had the good idea that there was a need out there for environmentally-conscious marketers to find like-minded companies to work for. Hence, he's started a blog with a focus on green marketing. It's a great idea and we personally love the fact that direct marketers ARE looking seriously at environmental concerns.This post, called "Digital" does not equal "interactive" marketing, from the Forrester Marketing Blog got me thinking. The author relays her experience at a party she recently attended...
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From the House of the Mouse: Customer Excellence
2008-04-03 16:35:00
It's been a while since we posted on customer service excellence, and we're happy to report that this week we were able to sit in on an American Marketing Association webcast featuring Disney and Maritz Research. The webcast was entitled, "Delivering the Ultimate Experience: The Power of Connecting With Customer s Through Your Front-line Employees." During the presentation, Maritz talked about how they partnered with Disney to support them in creating the ultimate customer experience at their theme parks.Through this process, Disney created a value equation that benefits both customers and shareholders:Leadership Excellence + Cast (their employees) Excellence + Guest Satisfaction = Financial Results and Repeat BusinessTo most effectively improve customer satisfaction, they first sought to really understand their customers by creating customer profiles, looking at both the demographic and psychographic attributes of their customer base. Once this was accomplished, they sought t...
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The shift from Push to Pull Marketing
2008-04-02 17:51:00
As direct marketers who have quite a bit of experience in developing and executing new customer acquisition campaigns, we've become pretty proficient in the art of "push" advertising. We know how to get those prospects to react to our campaigns. Yes, we can get them to open the envelope (or the e-mail) and respond.But, that's not enough anymore.I firmly believe that the only way that we'll be effective marketers in the future (the very near future) is if we become really good at getting our prospects to come to us. We need to become so interesting; our products need to be so great, our story so compelling that prospective buyers will seek us out as they shop for our products/services.And, apparently, this piece of research from the DMA agrees with me. From a very interesting U Talk Marketing article:"Published today, the DMA Participation Media Report, sponsored by Experian, explores the consumer’s actual experience of direct marketing using an innovative diary approach.The...
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The Increasing Importance of Mobile Marketing
2008-04-01 17:02:00
After a few years of a lot of hype, mobile marketing is finally taking off. According to BizReport Online, mobile marketing spend will reach $19 billion (with a B) in just 4 years from now -- 2012. Just to level set, mobile marketing spend in 2007 reached just under $3 billion.According to the article, the real growth will come from the US market due to the increasing availability of wireless phones with cheaper service plans. Also, text messaging will continue to generate the bulk of the spend due to those countries who cannot support video and display ads on their phones. Check out the response rate of text messaging ad campaigns in 2007 . . . a whopping 10%!How can we as direct marketers integrate mobile marketing into our marketing strategies? I mean, 10% is a response rate that is too good to pass up, right?In our opinion, it all comes back to targeting and intelligent marketing strategy. More folks have jumped on the mobility bandwagon. We know that kids and young adults...
More About: Marketing , Mobile , Mobile Marketing

Case Study Monday - Another Segmentation Story!
2008-03-31 17:37:00
We have lots of experience using segmentation in the direct marketing world. But, we love to see other channels embrace the strategy. Lyris, a provider of e-mail marketing campaign tools has released a white paper that reviews how online marketers are (or should be) embracing segmentation as a great way to boost e-mail campaign results.From the paper:"In case you didn’t get the memo, batch-and-blast email marketing is out. Sending out a single email message to every address in your database whenever you wanted is so 20th Century now!"Ah, we couldn't agree more.We're happy to share these success stories that illustrate the power of employing a segmentation strategy, directly from the Lyris white paper.Real-World Examples: Ice.com and Frederick’s of HollywoodIce.com, the leading online retailer of high-end diamond and gemstone jewelry and a Lyris customer, has about a million subscribers in its email-marketing program. With numbers like those, and given the intensely personal a...
More About: Story , Study , Case , Monday , Segmentation

Links O' The Week
2008-03-28 15:50:00
TGIF! And welcome to our favorite links of the week.To start off, we've been doing a lot of ranting about the economy of late. And most of the kvetching has been around what's gone on in the mortgage market. Let's face it, most of us aren't happy about this. Today's first link is from the Goodlin Group from my own South Bay neighborhood. Ron Goodlin provides us the take of his CFO on what's going on in the mortgage market, and some of the news is brighter than you may think. It's an interesting viewpoint and I think you'll find this article full of good information on a topic that impacts us all -- direct marketers or not.Next, and staying on topical issues, Heidi Cohen of ClickZ provides us with Marketing Lessons from the (never-ending) Presidential Primaries. Heidi takes us through twelve campaign tips that marketers can use to assess their online campaigns. From creating a campaign plan to raising sufficient funds, Heidi relates how each of these tips can help you ...
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Tips for Entrepreneurs
2008-03-27 16:40:00
I remember when our direct marketing consulting business was solely a dream. A dream that was fueled by conversations between Nancy and I during long flights traveling across this country to and from our clients. We'd complain about our jobs in corporate America, bitch about all the traveling and dream about working for a company that really performed for our clients. One that delivered on its promises, every time. One that had a positive energy and embraced new ideas and new technology.Hence RRW was born. We took the leap, took absolutely no clients, quit our jobs and lived on savings for a few months. That was four years ago. Exciting and scary times, for sure.So, every time I find advice to wanna-be entrepreneurs, it resonates with me. This NY Times article hit home: Advice on Taking an Entrepreneurial Leap.The article focuses on three areas:How to take the leap into the small business worldHow to market your product and, for retail venturesHow to find the best location....
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Is it Spam or is it Your Direct Marketing Approach??
2008-03-26 20:52:00
What is your definition of spam? In a recent article from DM News, Q Interactive and Marketing Sherpa teamed up for a study to find out this definition according to consumers. If you are an e-mail marketer, the results of the study may surprise you. Here's a snapshot of what the articles reports:31% of respondents said that they consider "e-mails that were once useful but aren't relevant anymore” to be spam.41% hit the "report spam" button if "the e-mail was not of interest to me,” 25% if "I receive too much e-mail from the sender" and 20% if "I receive too much e-mail from all senders.” (yikes, how am I responsible for all senders?!?)56% thought that by clicking the button they would "filter all e-mail from that sender" while 21% believe it will notify the sender that the recipient did not find that specific e-mail useful so the sender will "do a better job of mailing me" in the future. 47% of respondents believe by hitting the “report spam” button, they will be unsu...
More About: Spam , Direct Marketing , Direct

Recession Responsible for Marketing Innovation
2008-03-25 16:43:00
Hopefully you didn't miss Nancy's rant last week on how we direct marketers can deal with a slowing economy. Her thoughts are backed up by this article from "Advertising Age": Recession Can Be a Marketer's Friend.While our blog post focussed on how marketers can use Direct Marketing tricks, like measurement, ROI creation and advanced testing strategies to justify each dollar spent on marketing, this article highlights the many innovations that occurred in slow economic times and recessions.From the article:"Previous recessions have provided big opportunities -- spawning the brand-management system, soap operas, modern cable networks, airline loyalty programs, the IBM personal computer, the iPod, Crest Whitestrips, Axe body spray and -- for better or worse -- fast-food value menus."Other innovations cited in the article were CNN and MTV, both created in the midst of a recession (early '80s). Apple introduced its PC in that same early 80s recession. And, in 2001, during another ...
More About: Innovation

Case Study Monday: Using Basic Offline Direct Marketing Principles for On-l
2008-03-24 20:55:00
Welcome to another edition of Case Study Monday. Today's post comes from Marketing Scoop, and it is jam packed with info on how utilizing regular direct marketing principles definitely do apply when you are planning your e-marketing campaigns. This case study looks at how several different companies have approached their e-marketing strategy and the thought that goes into making each campaign more effective. We think you'll get tons of great ideas from this one -- I know we did! Enjoy!Even with the Advent of Technology, Existing Direct Marketing Principles Stand the Test of TimeThe website Astrology.Net wanted to entice people to sign up for its daily horoscopes via e-mail. Between Astrology.net and its online agency Acxiom/Direct Media, they came up with seven letters to test - from short form to long form, from "inside astrologer" to more straightforward. "At 9 a.m. we sent the seven," says Acxiom's Reggie Brady. "By noon, two were doing well. At 2 p...
More About: Offline

Interest Marketing Links
2008-03-21 16:47:00
Wow, another Friday is upon us. Hope you all have great plans for the weekend!We'll start off this week's list of links we enjoyed with this post by Michael Fassnacht, apparently a self-proclaimed Marketing Geek. He discusses how many firms are moving their offerings from a transaction-based model to a subscription model (think the difference between Blockbuster retail and Netflix). Good food for thought, and it made me start to brainstorm about ways to offer a series of consulting services, instead of one-off projects. After all, it's nice to enjoy an assured revenue stream.For those of you who think that print/snail mail is dead, take a look at this post from Jim Novo's Marketing Productivity blog. He cites a Wharton School study that found that snail mail engages its recipients higher than the e-mail equivalent. From the study: “It seems like a person sending a written note vs. a person sending email is investing more of himself or herself in that communication. It ta...
More About: Links , Interest

Downturn-Shmownturn!
2008-03-20 19:56:00
Is it me or is there some bad karma out there economically? I know -- it's all over the news, and worse, corporate giants are falling daily. But still . . . I think we, as positive direct marketers, need to inject some good karma into the economy.The freaking reality is that we are in an economic downturn. However, I fear that this downturn will only be lengthened by our words and actions -- or lack thereof. Over the past couple of months, more folks than ever are wailing about how bad the economy is . . . and, trust me, our phones aren't exactly ringing off the wall either. And we really hate that.Here's the thing . . . we can change this! All it takes is us convincing our clients and business partners that they need to spend their marketing budgets much more wisely. Let's face it -- business has not ground to a halt. Consumers and businesses alike are still responding to marketing campaigns.True . . . budgets have been cut and resources have been laid off. However, no...

B2B Database Marketing
2008-03-19 16:45:00
We came across this article from BtoB Online that mirrors our opinions on the value of database marketing: No better time to try data miningIt focuses on B2B and makes the case for why mining customer data is so important, and how it adds value to your business.It also provides three straightforward tips to help B2B marketers embrace database marketing and effectively use their customer data:"1) Set clear marketing objectives. Data mining techniques are useless if you don’t know what you want to achieve. You don’t want to do data mining for its own sake. You want to make sure that you produce knowledge that is actionable. You need to be focused in your data mining so that you are producing results that can be implemented into tactical initiatives that help you achieve your marketing objectives. It’s all in the planning. It’s about putting together a roadmap of analysis that is needed to help drive and meet marketing objectives.2) Conduct a data audit. How current and reliab...
More About: Marketing , Database

What I Saw at the Direct Marketing Revolution
2008-03-18 18:18:00
As readers of our blog, I know that you will love this Facebook group. It was started and is managed by our buddy, Robert Rosenthal of the Mothers of Invention fame (he also writes a great blog called Freaking Marketing ). The group has recently grown to the 700 member mark -- pretty outstanding for such a young group. If you haven't yet joined the group, you may want to take a look -- I'll bet you'll love the exchange of information between direct marketers from all over the world.I'm featuring it in today's post because of a really compelling discussion thread that's been going on for the last couple of months. Robert sent out the following idea for the consideration of all group members:Knocking Down Organizational and Cultural BarriersOrganizational and cultural barriers are often among the biggest obstacles marketers face. Common issues include:- Bosses who embrace command-and-control techniques- Staffers who operate under counterproductive agendas- Managers who act as...
More About: Direct Marketing , Direct , Revolution

Direct Marketing Disciplines - In Action!
2008-03-17 17:08:00
It's Monday and that means it's time for another Case Study!We really enjoyed this case study from NetPlus Marketing , an interactive agency, because it demonstrates the importance of two important direct marketing disciplines:The importance of measurementSmart use of targetingThe Client: Universal Studios Home Entertainment,The Project: DVD Launch of Shaun of the DeadThe Results: Click-through rates 3.5 times higher than category benchmarks Interaction rates 4 times higher than category standards Interaction times twice as high as benchmarks, meaning thousands of additional hours of user interaction with the brand and movie titlesThe client's challenges to NetPlus: Leverage short-term, online promotions of niche DVD movie release to drive retail sales, primarily through brick-and-mortar storesStrategy and tactics: A high-impact online marketing and advertising program to increase awareness within a tightly defined target audience. The program included: Online medi...
More About: Action , Direct Marketing , Direct