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Hospice Direct Mail Fundraising Boosted By Segmentation, Storytelling
A story that involves a stay in a hospice�a facility geared toward palliative, or end-of-life care�will rarely have a happy ending. So when Capital Hospice turned to a storytelling-reliant creative approach as part of a $15 million capital campaign, one could understand a few raised eyebrows. Those eyebrows have been lowered, thanks to a sensitive copywriting team, a reconfiguration of the solicitation package, and some carefully applied segmenting and customization. What else has been lowered? The total number of pieces mailed to previous donors and other individuals it has a relationship with, from 300,000 annually in 2008 and 2009 to 140,000 in 2010. ...
Marketers Ponder The Future of Credit and Debit Card Rewards
Now that the economy is seeing the other side of the recent recession, financial institutions are starting to wonder about the future of credit and debit card reward programs. Several factors are converging to prompt this question. Customers remain stressed economically, while government regulations�including those on fees credit card companies charge retailers�are increasing. With the mortgage and foreclosure crisis still in full swing and consumers cutting up credit cards in favor of cash, banks are struggling to negotiate success as they rebuild their reputations and relationships with customers. Because banks are under pressure, cutting the costs of reward programs is top of mind. Some of them treat loyalty efforts as costly burdens simply required to play in the space. ...
SocialMoms Display Ads Deliver Mommy Voices for Mrs. Meyer's
User-generated content is a powerful marketing tool; it reinforces the tendency consumers have to trust each other over messages that come directly from marketers...
Six Tips To Increase Your Direct Mail Open Rates
Your direct mail package could include the most clever appeal ever written or offer the world�s best premium, but if your target never opens it, it is all for naught...
Older Baby Boomers May Hold Surprises For Marketers
Age is an essential data point when targeting consumers. But advertisers who have pre-fixed ideas about what a baby boomer looks like may be in for a rude awakening as younger-thinking citizens age into this cohort. Take the oldest boomers, those born between 1946 and 1954. They're a lot more active�and a lot more computer-savvy�than previous generations of consumers in their mid-50s and mid-60s. Linda Armstrong, an executive vice president and practice leader at DMW Direct who specializes in health and age-targeted product launches, spoke with Chief Marketer about specific considerations marketers should mull when appealing to this group. ...
Crabtree & Evelyn Revamps Loyalty Program, Boosts Direct Mail Use
Bath and body products retailer Crabtree & Evelyn is hoping an aggressive customer contact strategy and an updated loyalty program will result in the sweet smell of success. At the heart of its re-energized customer focus is "Platinum," a loyalty program the company launched just over a year ago to replace its "Preferred" scheme. For a five dollar entry fee, members received 20% discounts on merchandise during the first week of each month. ...
Coffee Seller Keurig Tests Mail In Consumer-Focused Effort
If a new direct mail campaign from Keurig is successful, 2011 will see consumers moving at a slightly peppier pace...
Dell Consumer Group Explores Segmented Marketing
Dell will, of course, sell a computer to any interested prospect. But �You Can Tell It�s Dell�, a current campaign from the company�s Consumer and Small and Medium Business unit, is moving the focus away from mass marketing in favor of targeting four specific segments....
Best Practices: How to Use Color in Global Marketing
Most companies select colors based on their brand attributes and the image they want to evoke in the target market. But what if your target market is located throughout the world? Colors have strong cultural connotations that may differ widely from one place to another. ...
Successful Creative Is Full of Crap� Make That CRAP
Every successful piece of marketing creative entails a certain amount of crap, according to freelance copywriter Lauren Brenner. Make that CRAP: Curiosity, Report, Action, and Proof. ...
