25Jan 2006 by Bob Cargill

A “Star-Spangled” Testimonial for Word of Mouth Marketing

Advertising, Direct Marketing, Marketing
If you live and breathe marketing so much that you make time to read about it here and elsewhere throughout the blogosphere, chances are you already know a thing or two about referral marketing. It's the idea of asking your customers and constituents to turn on their friends, relatives and colleagues to whatever it is you may have to offer. Book and CD clubs, auto dealerships, banks, professional services providers and many small businesses rely on such referrals, often bestowing deep discounts, cash incentives and free this-and-that upon those helping to extend their brands. In fact, asking your constituents to spread the word for you can be so effective, it really is quite surprising that more organizations haven't put referral marketing to work for them. But, according to a story…
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23Jan 2006 by Bob Cargill

The New England Direct Marketing Association’s Brave New Conference Blog

Blogging, Direct Marketing, Marketing
I’m pleased to announce that the New England Direct Marketing Association has just launched a blog to help promote its upcoming conference, NEDMA ’06, It’s a Brave New World. And, in addition to my position as co-chair of the conference, I couldn’t be more excited – or, some might say, fanatical – to be taking on the responsibilities of moderating this blog. Yes, like any blog, it’ll be a labor of love for all involved, but the truth is that using a blog as an online propagation tool should almost be a requirement for anyone staging a major conference amidst today’s new marketing landscape. Not only will a blog enable NEDMA to post key news and information on the fly, but it’ll also allow us to engage our different audiences…
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16Jan 2006 by Bob Cargill

The Ding Heard ‘Round the Marketing World

Advertising, Branding, Direct Marketing, Marketing
It’s not the first branded desktop application to be used for marketing purposes, but it has certainly struck a chord with consumers and marketers alike. DING, a simple, little desktop application used by Southwest Airlines to stimulate more ticket sales, has worked so well for the Dallas-based company that it’s only a matter of time before others follow suit – if they haven’t already – and launch similar initiatives of their own. In an article in DM News on December 5, 2005, Christine Blank wrote, “Online research firm Compete Inc., Boston, found that DING users are 45 percent more likely to book tickets through Southwest than the average visitor to Southwest.com. Sales driven through the services are estimated at $60 million a year.” “More than 900,000 consumers have downloaded the…
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09Jan 2006 by Bob Cargill

“Reverse Hunger Strike” Undertaken by Publicity-Starved Ad Exec

Advertising, Direct Marketing, Marketing, Public Relations
Robert Rosenthal, an award-winning advertising executive, and founder of the direct marketing agency Mothers of Invention (formerly known as Passaic Parc), is undertaking a reverse hunger strike to call attention to serious problems that exist in the advertising industry - problems with significant economic impact. "Every day, people in this business encounter a lack of respect, a lack of understanding of the value of what we do, and a stunning lack of loyalty. Hopefully, my reverse hunger strike will get people talking about these problems and improve working conditions. When that happens, we all win," says Rosenthal. Rosenthal, a Sudbury neighbor of mine and fellow member of the New England Direct Marketing Association, is going on this rather unusual strike in conjunction with the launch of his agency's new moniker,…
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16Dec 2005 by Bob Cargill

I Believe in “Life After the 30-Second Spot”

Advertising, Branding, Direct Marketing, Marketing
I haven’t finished reading it yet, but I’m enjoying Joseph Jaffe’s “Life After the 30-Second Spot” so much that I can’t wait any longer to post about it. After all, I don’t have to read every single page to know I’m reading one of the year’s most important books on advertising and marketing. It’s that good. I may not be able to contain myself about this book, but my giddiness is nothing compared to the author’s, who said last month in his blog, Jaffe Juice, that he would issue free copies of it to any “business/marketing/advertising-related blogger” who would agree to review it, in a bold, enthusiastic attempt to prove “that new marketing works” and “that the blogosphere is profoundly good, powerful, effective and constructive.” Joe believes that alternative media…
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13Dec 2005 by Bob Cargill

Salvation Army’s Red Kettle Campaign Goes Online

Direct Marketing, Fundraising, Marketing
In yet another sign of the new marketing times, the Salvation Army is making it possible for anyone who wants to ring a bell in front of one of its traditional red kettles during the Christmas season to do almost the same thing online. Businesses, groups and individuals are invited to create their own personal red kettle page – following the simple instructions found here. The kettles have been a Salvation Army mainstay since 1891, but apparently last year was the first time that volunteers didn’t have to stand alone outdoors and endure the cold, winter weather in front of a mall to host one. “The online campaign is based on the success of a western-state pilot program last year,” wrote Donna Goodison in the Boston Herald recently (November 24,…
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09Dec 2005 by Bob Cargill

The Word of Mouth Marketing Association Talks Up Its New Site

Marketing
Practicing what it preaches, The Word of Mouth Marketing Association (WOMMA) recently spread the word that it's launched the very first Web site devoted to teaching marketers how to use ethical word of mouth marketing techniques. Entitled Word of Mouth Basic Training (WOMBAT), the site features original content in a new blog, podcast series and companion newsletter. All of it can be found here. WOMBAT showcases practical how-to’s and case studies from noted industry experts. In its first week, Ketchum’s Paul Rand and Intelliseek’s Pete Blackshaw shared tips and advice on word of mouth issues while author Jackie Huba inaugurated the site’s podcast series. Other top professionals, famous authors, respected analysts and leading academics have pledged content that will be forthcoming on a weekly basis. “WOMBAT is the definitive resource…
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05Dec 2005 by Bob Cargill

Children’s Hospital Boston’s “26 Steps” is a Giant Leap in Family Philanthropy

Boston Marathon, Cause-Related Marketing, Direct Marketing, Fundraising, Marketing
Many nonprofit organizations are concerned about winning over the hearts of a new, younger generation of donors and instilling in them a sense of altruism and benevolence that will last a lifetime. But not all of these organizations are doing what Children's Hospital Boston is doing, going to great lengths to help parents introduce their children to the joy of giving and the satisfaction of making a difference with a brilliant, new family philanthropy program called 26 Steps. Named in memory of Katie Lynch, a lifelong Children's patient who undertook an enormous physical challenge - walking 26 feet at the 2001 Boston Marathon - to raise money for the hospital she loved, 26 Steps promises to provide tools for the next generation of philanthropists, helping young people develop habits of…
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28Nov 2005 by Bob Cargill

Labels — They’re Not Just for Nonprofits Anymore

Advertising, Direct Marketing, Fundraising, Marketing
Direct mail marketers rely on a host of techniques to get people to open, read and respond to their communications, but perhaps no other as obvious – and effective – as the practice of giving away something for nothing. Indeed, whether it’s actually included in the mail piece or promised on the back end, a so-called premium – such as a free decal or t-shirt – more often than not improves response and pays for itself. This is no secret to direct response fundraisers, of course. In fact, most studies suggest that more than half of all direct mail solicitations sent by nonprofit organizations make use of premiums in some way, shape or form. A premium helps an organization command the attention of constituents who might otherwise not give it…
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