VIEWS: 4 PAGES: 2 CATEGORY: Business & Economics POSTED ON: 6/11/2010
Meanwhile, Bella Jules 2 created a crisp, eye-catching graphic approach to a holiday retail promotion. The work stood out during the holiday season, with its simple design - bold, not-red-and-green colors and clever copy - driving sales up 10% from the previous year. Not a bad feat in any economy. With a graphic consistency across all points of contact, it made a brand connection with consumers that left a good impression, even after the last Salvation Army bell was rung.
: Pewter goods company Holland Boone wanted to test the effectiveness of e-mail vs. direct mail in : There is much in the pho- order to determine future campaigns. The traditionally tograph on the mail piece for direct mail-oriented company chose similar coupon and nothing offers to test. that stands out. The e-mail that comes to my computer, presum- ably, with offers that spell out the actual math of saving 30%, as if this is the ﬁrst time anyone has ever heard of 30% off. I’d like to send a message to the Holland Boone had been The postcards and the e-mail The postcard campaign drove committee that demanded this sending ﬁve direct mailings campaign included two coupons, less than 1% of customers to design — simplify, folks. Plus, each year to 250,000 house- which offered discounts on both purchase. Based on reporting there’s no link to a Web site or holds. That campaign had a Web purchases and in-store from VerticalResponse analytics online store. It’s only available total cost of $5,000. Beginning items. The e-mail campaign also tools, the e-mail campaign had in stores or by phone. Seems in late 2008, marketing services included an “item of the month.” over a 40% open rate and drove like a missed opportunity. ﬁrm Beyond Implementation, “The beneﬁt of e-mail market- both online and ofﬂine sales, Meanwhile, using Web-based marketing ing is that it’s self-evangelizing,” and had a wider and deeper created a crisp, eye-catching tools from VerticalResponse, says Lisa Von Bargen, owner of impact than direct mail. Direct graphic approach to a holiday launched monthly e-mail blasts Beyond Implementation. “We put mail pieces will be sent just three retail promotion. The work to a total of 15,000 names on a link on [Holland Boone’s] Web times in 2009. stood out during the holiday Holland Boone’s permission- site to sign up for e-mail promo- -Kevin McKeefery season, with its simple design — based e-mail list. bold, not-red-and-green colors and clever copy — driving sales up 10% from the previous year. Not a bad feat in any economy. With a graphic consistency across all points of contact, it
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