Two Ways to Raise a Dollar for the DNCTuesday, August 3, 2004 – I could have sworn I saw John Kerry wearing one of Lance Armstrong's yellow wristbands on one of his televised campaign stops just prior to touching down in Boston for the Democratic National Convention. Good for him. Not that he needs it, but such strength by association certainly can’t hurt.Coincidentally, like Lance, John also knows a thing or two – literally – about timing a direct mail drop. Because less than 48 hours after he accepted the nomination on the floor of the FleetCenter, my wife, Barbara, and I were on the receiving end of not one, but two direct mail appeals from this indefatigable presidential candidate for campaign contributions to the Democratic National Committee.One of these…
Live Strong for Lance
Tuesday, July 27, 2004 – Lance Armstrong's resounding, record-setting sixth Tour de France victory a few days ago was yet another demonstration of this man’s fortitude and resolve. I mean, think about it. His exploits in the saddle are near miraculous, given the fact that just eight years ago, he was far from riding high, confronted by a formidable foe not even he could be expected to be ready for: cancer. But to say Lance has survived the disease would be an understatement. He has thrived since his diagnosis, both on and off his bike, establishing himself as one of the top cyclists in the world – ever – and speaking up on behalf of cancer prevention and survivorship as founder of the Lance Armstrong Foundation (LAF). Of course, if…
Marketing Miscellany
Wednesday, July 14, 2004 – Say cell phones, and my first thought is Nextel -- probably because I’m hooked on a clever, little walkie-talkie feature called Direct Connect. But now I have another reason to be enamored of this wireless communications behemoth: its new tagline, “Done,” which, in one four-letter verb, speaks volumes….However, just because I like it doesn’t mean Thomas L. Collins wouldn’t be able to suggest a better alternative. After all, perhaps no direct marketer out there has a more critical -- and more experienced -- eye than Thomas, "The Makeover Maven" columnist for DIRECT magazine. Seriously! Read him -- and reap….I have to hand it to the folks at the United States Postal Service for practicing what they preach in a glossy, tri-fold self-mailer that came to…
Those Whom Are Sure to Attract Others
Friday, June 11, 2004 – Some of the best ideas have a way of falling into your lap. For instance, one of our higher education clients is doing something on its Web site that any other school, non-profit organization or association (I can’t help but think of the New England Direct Marketing Association) could emulate. In promoting Alumni Weekend 2004 on its Web site, Ithaca College is posting a list of those alumni who have already registered to attend, the idea being that if you see someone you know, or someone you want to know, you’ll be more likely to attend. Think Evite. After all, if it’s all about networking -- and you just so happen to be on the fence -- what could be better than knowing in advance…
Addressing the Facts on Labels
Monday, May 3, 2004 – One of the more interesting newsletters I’ve been reading lately is the Fast Company Now Newsletter DIGEST, which notifies me of new posts on the FC Now Web Log. On Friday, something posted by Heath Row, entitled “Marketing Play,” caught my eye, given that it spoke to the business of direct mail and the lengths we direct marketers go to convince people to respond affirmatively to our offers. One riff led to another, of course (the tangled webs we weave), and I eventually found myself reading a page on G-Blog.net -- written by a user named Spam on March 31, 2003 -- about charitable organizations and their use of address labels as a front-end direct mail premium. “I just got forty-five adhesive address labels in…