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Don't let the pretty colors and pictures on a coupon fool you. This piece of paper has become an industry-specific, highly strategic marketing tool aimed at driving business. “When you talk with a dry cleaner, you have to understand what drives sales in that business and what incentives to give people to get them to do business there," says Gary Sledge, who with his wife, Denise, recently bought Valpak of Baton Rouge, a direct mailing franchise. “Valpak made a science of it, tracking how often certain categories need to mail and the average circulation they need to purchase to get the desired attention and the type offers that need to run." Armed with high-powered marketing and a new high-tech plant, Sledge gratefully applies his “bachelor's of couponing" training from Valpak's Coupon University to growing their new franchise.
Honda revs up IT operations by ditching software upgrades
Honda Australia Motocycles & Power Equipment Pty Ltd (MPE) IT manager, Craig Bassett, has just completed a massive data cleansing exercise which was central to implementing a new two phase business strategy. The goal, he said, is to drive customer retention and identify new revenue opportunities but this meant taking the company's marketing campaigns to a new level. He couldn't do this with the company's seven year old contact database. Honda MPE has a database of approximately one million contacts, but only around 250,000 of those are qualified. Of the remaining 750,000, Honda MPE has little insight into details like their age, gender, occupation, customer purchase history, or even if the customer still owns a Honda MPE product. Bassett had run direct mail and e-mail marketing campaigns in the past, but was not sure he had targeted the right demographic, and had no way to measure the campaign's success.
ExactTarget Signs Over 500 Direct New Customers in First Half of 2007
INDIANAPOLIS, Aug. 6 /PRNewswire/ -- ExactTarget, the leading provider of on-demand, one-to-one marketing software, services and integrated solutions, announced today the addition of more than 500 new customers during the first half of 2007 in industries including financial services, entertainment and retail. ExactTarget has also grown its global organization to more than 250 employees, marked by key executive hires in the Agency and Channel/Corporate Development divisions. As a result of ExactTarget's outstanding 1H07, more than 6,000 organizations -- ranging from small businesses to Fortune 100 companies -- now use its on-demand software to create, optimize and deliver their email marketing communications. Key companies added to ExactTarget's industry- leading customer base include: In addition to expanding its direct customer base, ExactTarget has also added hundreds of new customers through its channel partners.
Digital media to see speediest growth for ad investment: report
Advertising spending in Canada is expected to jump at a compound annual growth rate of 5.3 per cent over the next four years, according to new data from the Canadian Marketing Association. The report said that advertising investment will rise to more than $23.3 billion in 2011, from $19 billion this year, with every dollar spent on advertising expected to directly result in nearly $9 of economic activity in the country. Overall direct sales from advertising campaigns are forecasted to increase from this year's levels by roughly 33 per cent, to $203 billion by 2011, the report added. "Digital media is expected to lead all other marketing channels in 2011 in terms of direct sales, with purchases resulting from marketing offers received over the Internet and through commercial e-mail forecast to top $46.6 billion by 2011," the report read.
Landing Page Software From B2B Marketing Firm Marketo Evolves to ...
SAN MATEO, Calif., Oct. 22 /PRNewswire/ -- http://www.Marketo.com -- Marketo, a provider of affordable, easy-to-use marketing automation software that helps B2B marketing professionals drive revenue and improve accountability, today added testing functionality to its landing page creation solution. This combination will make it easy for B2B marketers to create and test targeted landing pages without requiring any HTML, coding or website modification. A landing page, accessible when a prospect clicks a link in a pay-per-click ad, online banner or direct email campaign, is a vital piece of any marketing program since it helps to ensure the click converts into a lead. A well-tested landing page can make the difference between the prospect clicking away or becoming a lead.
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