DMNews: After test program, Ford rolls out more relevant direct mail strategy

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September 30, 2009 Check out DMNews on your smartphone  ADVERTISEMENT "Target the Right People, Right Now!" Start powering marketing campaigns now with Hoover's Lead Builder. • Build lists from more than 60M companies and 61M people • Identify prospects by SIC, office size, revenue, and much more • Leverage up-to-date credit rating scores in your leads • Lists starting at pennies per record! Get Started Now! Today's News After test program, Ford rolls out more relevant direct mail strategy Chantal Todé September 29, 2009 Following a test earlier this year, Ford is launching a variable data print strategy for its direct mail program that will result in consumers receiving more than 1 million pieces of relevant mail annually. The automaker is rolling out the program across its entire portfolio of extended service products, a process it expects to complete in the next six months. Ford hopes the more than 1 million pieces of annual direct mail will result in "an increase of tens of millions of dollars" in sales, said Mark Bardusch, national sales and marketing manager of extended service business at Ford.   SmartPower, Climate Culture launch PSA to promote green university contest Mary Elizabeth Hurn September 29, 2009 Nonprofit marketing company SmartPower and environmental online community Climate Culture are conducting a PSA effort promoting the America's Greenest Campus contest. The PSA stars hip-hop mogul Russell Simmons and drives viewers to the initiative's microsite, where users can enter the contest.   Sermo offers online physician panels to marketers Nathan Golia September 29, 2009 Sermo, a social network for doctors that claims more than 100,000 physicians as members, launched Sermo Panels, which are online focus groups that firms can use to conduct market research, on September 29. The initiative was created to help manufacturers, agencies and researchers in the healthcare vertical reach their target audience in a cost-effective way.   Student Advantage increases e-mail click-through rate with Lyris partnership Dianna Dilworth September 29, 2009 Student Advantage, a discount loyalty program aimed at college students, has directly increased clickthroughs by 10% by testing its e-mail campaigns. The wholly owned subsidiary of The CBORD Group began regularly testing its e-mails in January after it transitioned from using an in-house e-mail product to working with e-mail services firm Lyris.   True North introduces insert program September 29, 2009 True North List Marketing introduced the Chicago Tribune Billing Statement Program to the market this month. Inserts accompany the billing statements sent to 'Chicago Tribune' subscribers. Subscribers are 54% male and spend an average of $143 on subscriptions.   From the Print Edition DRTV clicks for sales Mary Elizabeth Hurn Direct response TV (DRTV), long used by marketers to drive immediate results, has typically been punctuated by phone operators who are standing by to take orders.   Leads let you down? Look at the source You can't implement effective lead generation initiatives without a good database. Four lead generation experts share their tips on keeping data clean, sourcing data, qualifying leads and following up   ADVERTISEMENT "Target the Right People, Right Now!" Start powering marketing campaigns now with Hoover's Lead Builder. • Build lists from more than 60M companies and 61M people • Identify prospects by SIC, office size, revenue, and much more • Leverage up-to-date credit rating scores in your leads • Lists starting at pennies per record! Get Started Now! Web Weekly Dos and Don'ts: Webserts Webserts — banner ads placed in confirmation e-mails sent after an e-commerce purchase — have grown in popularity as e-commerce expands and list brokers look for new sources of income. Experts share their "Dos and Don'ts" for marketers looking for opportunities in this emerging channel.   more » Today's lists and databases Salesman's Guide - Religious Meeting and Event Planners Directory New list — Salesman's Guide - Religious Meeting and Event Planners Directory — EPost Direct — This file contains buyers of a directory that profiles planners responsible for the selection of event sites, travel arrangements, speakers, entertainers, caterers and overall event planning.   Red Tail Project New list — Red Tail Project — Omega List Co. — This file contains donors to the The Red Tail Project, which celebrates the accomplishments of the Tuskegee Airmen during World War II. The extraordinary success of this regiment led to the integration of the Armed Forces in 1948.   DVD Movie World New list — DVD Movie World — Belardi/Ostroy ALC — This file contains movie buffs who purchase and rent DVDs on a regular basis. Many have installed home movie entertainment centers.   Classified THE Direct Marketing Recruiters We specialize in Direct/Internet Marketing Recruitment-servicing all industries Eda Zullo ezullo@smithhanley.com 203 319-4300 Peg Hoerres phoerres@smithhanley.com 203 319-4300 www.smithhanley.com/documents/DirectMarketing.pdf YES—we are VERY busy with employers looking to HIRE—Here are several "HOT" positions that we are currently recruiting for: Metro New York Manhattan • Direct Mail Manager ... $70K • Email Marketing Manager ... $90K • Merchandise/Marketing Manager ... $100K • Senior Manager/ Director, Merchandise Marketing ... $125K • Director Online Marketing ... $120K • Director Of Marketing, Customer Acquisition ... $150K Connecticut • Online Merchandise-Product Manager...$75k New England Connecticut/Western Mass • Online Media Buyer...$70k • Dir/Mgr, Social Media Marketing...$100k Massachusetts • Sales Manager/Biz Dev Database Solutions...$110k For more opportunities PLEASE visit our website www.smithhanley.com > For additional info regarding our practice and how we service THE DIRECT MARKETING INDUSTRY-contact us at 203 319-4300. Ken Malek Associates, Inc. is dedicated to serving the Direct Response and E-commerce segments for multi-channel marketers. Our client base is nation and international in scope and our areas of expertise include all major specialty areas including marketing, database marketing, information systems, marketing analysis, web marketing and development, merchandising, creative, telemarketing, customer service, inventory management, finance, operations and senior management. In addition, we have experience providing placements in list management/brokerage and outside vendor service organizations. What separates Ken Malek Associates, Inc. from other search organizations is, first and foremost, our passion for and fluency in the direct marketing industry and over 50 years of collective corporate and executive experience. Please contact us at: P.O. Box 383 Yardley, PA 19067 215-579-2070 Or visit our website: www.kenmalek.com In This Issue Today's News From the Print Edition Today's Lists and Databases Classifieds Caples Awards Do you have killer DM creative? Click here to submit your Caples entries today. Caples Community Wayne Pick, ECD at Rapp New Zealand, explains how ANZ Bank attracted students with social media rather than monetary incentives DMNews is accepting nominations for its second annual Top 30 under 30 Direct and Digital Marketers. CLICK HERE to nominate someone today Agency Business Report Click below to view all agency profiles
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