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: These days, even a slight growth

in the e-commerce sector is cause for celebration. Online sales inched up slightly by 2% in January, compared to a year ago, according to a ComScore report released last week. In December 2008, online sales were down 3% compared to the previous year. The American Recovery and Reinvestment Act of 2009, signed into law on February 17 with the goal of stimulating the economy, also provides some online retailers with a glimmer of hope. The stimulus bill includes a $400 tax credit for individual taxpayers, as well as tax credits for those buying new homes and automobiles. But there is controversy regarding how the online retail channel should interpret the news. “Discretionary spending is still down vs. a year ago, but I view this growth as a positive sign for the e-commerce sector,” said Gian Fulgoni, chairman of ComScore. According to ComScore, online sales totaled $10.9 billion in Janu-

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ary. Among the categories that grew the most were sports and fitness, up 42% vs. a year ago; books and magazines, up 37%; and home, garden and furniture, up 14%.

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Conversely, computer software, down 58%; music, movies and videos, down 22%; and office supplies, down 20%; did not fare as well in January.

However, the music, movies and videos category did not include digital downloads, which presumably would have raised that category significantly. Though e-commerce is slowing, Fulgoni noted that it is still in much better shape than its bricksand-mortar retail counterpart and other sectors of the economy. “It may never go back to the huge growth [of several years ago], but it is still gaining market share,” he said. Patrick Byrne, CEO of Overstock.com, was positive about the slight growth, but has muted expectations going forward. “We are probably at the new equilibrium,” he said. “I don’t see [e-commerce sales] making a huge rebound anytime soon.” By r n e a d d e d t h a t i t w a s “unlikely” that the stimulus bill would provide a bump in e-commerce sales. “People are more likely to pay down debt and put cash under their mattress,” he said. Ê<$Zfdd\iZ\Ë Zfek`el\[ fe gX^\ ))

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: In the first major change to its

search technology since Carol Bartz took the helm as CEO last month, Yahoo is offering advertisers the ability to run images and video alongside text in paid search results. The program, called Rich Ads in Search, is currently being offered to brands by invitation only and is set to roll out in the next few months. It was announced in a blog entry February 19. “Since Yahoo has been experiencing increased demand from

advertisers for performance-driven offerings, we’ve been working with them to aggressively launch or expand our offerings,” said Tim Mayer, VP of search monetization and distribution at Yahoo, in an e-mail to DMNews. “Rich Ads in Search is an example of this.” The expandable video ads are currently being used by big brands including Pepsi, Pedigree, SoBe, and Esurance on trademarked keywords in a standalone ad unit, according to Yahoo. ÊPX_ffË Zfek`el\[ fe gX^\ ))

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: With a May 11 deadline loom-

ing to improve their bulk mailing lists or face fines, mailers now can receive reports on how well their mail is performing through the US Postal Service. Beginning May 11, 2009, a mailing with a 30% or more error rate for Move Update requirements will no longer qualify for automation discounts. “The Postal Service has had three months in which to glean data to be used to establish a fair and realistic tolerance threshold for non-compliance with the new requirements,” the USPS said in a statement sent to DMNews when clarifying the 30% rate. For a Standard Mail mailing, this means that every piece in the mailing will be charged an additional 7 cents. For a First-Class Mail mailing, this means that every piece in the mailing will be charged at the single-piece rate of 44 cents. The new requirements, which became effective November 23, require businesses to update their bulk-mailing lists every 95 days. Previously, only First-Class Mail was subject to Move Update standards, and those lists had to be updated every 185 days. USPS said it is also providing customers with feedback on their mailings via the reports. O

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2 | DMNEWS | February 23, 2009 | www.dmnews.com

LEGISLATION FTC STILL BACKING SELF-REGULATION p3 AGENCIES ENFATICO WORKS TO BREAK THROUGH SILOS BETWEEN DISCIPLINES p11 MOBILE AXE RELEASES IPHONE APPLICATION p8

RDA debuts shelter, health pubs By Lauren Bell

: Reader’s Digest Association (RDA) is

launching two new lifestyle titles in an effort to grab market share while other publishers are shrinking. Best You, a healthy living glossy aimed at middle-aged women, and Fresh Home, a more budget-driven quarterly aimed at younger couples and women, hit newsstands this month. Sales on both titles will be newsstand-driven for now. “Best You and Fresh Home are… coming to market in the recession because we believe they are both well-positioned to succeed, even in the poor economy,” said William Adler, VP of global communications for Reader’s Digest Association. Fresh Home will have a circulation of 300,000 – the same number put forth when word of the launch leaked last year. Home Depot and Lowe’s will stock the title, promoting it with special displays designed to appeal to do-it-yourselfers. Displays will offer home improvement ideas and some additional guidance.

“

We believe Best You and Fresh Home are both well-positioned to succeed, even in the poor economy. William Adler, VP of global comms., Reader’s Digest Association

Wal-Mart, CVS, Borders and Barnes & Noble also will provide major newsstand promotions for the first three issues. If it is successful on newsstands, RDA plans to transition Fresh Home to a subscription model in the future.

Adler said RDA is not worried by the recent demises of home magazines from other publishers. Condé Nast’s own D IY home mag azine, Domino, is publishing its last issue in March, going out with a rate base of 800,000, and Meredith’s 1.27-million-circulation Country Home also will be shuttered next month. “Fresh Home is positioned very differently than Domino, which was aimed at high-concept design and supported by luxury advertisers,” Adler explained. “Fresh Home is aimed at younger consumers, couples or women, who are looking at DIY in a totally different way. Fresh Home is really a lifestyle magazine that’s about how people live today and how they take care of the space where they live and celebrate it and enjoy it. “The shelter magazines that have closed or struggled, they don’t resemble that at all; they tend to be high-end and very dependent on expensive luxury advertisers,” Adler continued. “Our advertisers are Ikea, Benjamin Moore − [companies that represent the] way real people live.” Other success stories in the market may prove Adler’s point. Rodale’s Organic Gardening, for instance, just raised its rate base from 235,000 to 260,000, and it credited its simple-living approach for taking it there. RDA’s own Taste of Home and Healthy Cooking also are raising their rate bases this year. Fresh Home was heavily tested in the market during the year before its launch, and RDA decided there was need in the market for a magazine that gave advice to people who loved their homes. Adler pointed out that many of RDA’s magazines specialize in advice and guidance.

Best You is entering a slightly friendlier launch market. Health magazines, although grappling with the same basic difficulties as other publications, seem to hold consumer attention pretty well. The magazine also has a successful precursor: a Canadian title, Best Health, which launched early last year.

Alyce Alston, president of RDA’s Home & Garden and Health & Wellness affinities, is helming both launches, along with the release of RDA’s Rick Warren-backed magazine/social media group, Purpose Driven Connection. Another magazine also could be in the works for the busy company. DollarSavvy, which had a one-issue soft launch in fall 2008, may be spun out later this year. Reader’s Digest Association’s other publications include 50 versions of its namesake, as well as Every Day with Rachael Ray and Taste of Home. The company is headquartered in Pleasantville, NY. l

Hartford Direct prepares to close By Chantal Todé

: Marketing services firm Hartford Direct

will close entirely within the next several weeks, as the loss of a big client and the recession have taken a toll on the privately held company’s finances. The Berlin, CT-based company was founded in 1988, with a focus on direct mail production and fulfillment. Over the past few years, it had started to move into digital printing with the goal of being able to offer more one-to-one marketing services. The digital strategy “was definitely beginning to fall into place and give us an opportunity to differentiate ourselves in the marketplace,” said company president Francis Barkyoumb. These efforts, however, weren’t enough to combat market forces. The company’s first big hit came from the recession that followed the terrorist attacks in 2001. “Our high point was right before 9/11, when we had 228 employees,” Barkyoumb said. While the company eventually started to recover, continuing cost increases and growing price competition meant it “never reached the same peak,” he said. Then in late 2007, Hartford Direct lost “a very large client,” who he declined to name, that wanted to take its business to a national organization with geographically dispersed production and fulfillment facilities. The recession was the final straw. “By late 2008, all of our clients’ sales were off by 20% to 40%,” Barkyoumb said. The bank didn’t want to work out a deal with the company because of the losses it was showing, even after a state development group came up with a loan guarantee. When the work continued to drop off, “we knew we wouldn’t make it,” said Bark youmb. Now the executives’ focus is on “going out gracefully” and in a position that it can help its employees as much as possible, he added. l

NEWSBRIEFS Short takes on the industry First National Bank of Omaha has extended its agreement with Acxiom for a prospect marketing database solution for the bank’s credit card division, First National Credit Card Center Inc. First National has been an Acxiom client for two years.

Source Interlink Cos. has settled a dispute in which it accused Time Inc. and others of conspiring to drive it out of business. The suit was filed after Source and the now-defunct Anderson News attempted to raise rates by seven cents per issue.

SourceTool.com owner TradeComet.com has filed a lawsuit against Google alleging the search giant violates antitrust laws by eliminating choice and competition in the marketplace. The company says Google blocked search traffic by imposing unjustified price increases resulting in 90% less traffic to SearchTool. Valassis Communication Inc., a media and marketing services company, reported a fourth quarter revenue of $626.3 million, down 5.3% from $661.5 million for the prior year, which it attributed to the economy. For the full year 2008, Valassis saw a net loss of $207.5 million, or $4.32 per share, as compared to full year 2007 net earnings of $58 million.

OgilvyOne has teamed up with Mobixell to deliver end-to-end mobile advertising services for mobile operators. The services being offered under the new partnership will include advertising, brand management, consumer profiling, campaign planning and execution, ad serving and rich media delivery. Innovation Interactive, the parent company of digital marketing agency 360i, search software provider SearchIgnite and behavioral targeting firm Netmining, has opened a London office. Its goal is to increase the number of its international clients as well as the overseas reach of its domestic clients. Pace University has established the Laura Smith Fund for its Interactive and Direct Marketing Studies Program at Pace University. Smith, a former VP and director of list management at RMI Direct Marketing Inc, died in April 2008 at age 43. The fund will be used to develop labs and provide equipment, materials and educational

tools to help prepare students to become professionals in the interactive and direct market industry. Didit, a search engine marketer, has been named AOR for DollarDays International, an online wholesaler and closeout company. DollarDays cited Didit’s emphasis on driving efficiencies. The Interactive Advertising Bureau (IAB) has announced plans to reassess its standards for banner ads by the summer. The organization has invited creative agencies to participate in the conversation around industry standards for the first time in its history. To aid its dealings with agencies, the IAB has set up an agency advisory board with both media and creative members. Wolfe.com LLC, which owns GiftCards. com, has acquired Swapagift.com. Founded in 2003 as a gift card trading exchange, Swapagift.com allowed customers to buy, sell and trade unwanted gift cards.

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: Responding to industry concerns, the

Federal Trade Commission has revised its principles to include a less restrictive stance on behavioral targeting, as long as consumer information collected is protected. “The key issue is the concern that online advertisers best protect consumer privacy while collecting information about their online activities,” said Pedar Magee, senior staff attorney at the FTC. The new regulations allow more leniency in both behavioral and contextual advertising. For example, a brand can use targeting on its own sites as long as the personal information of consumers is protected. Contextual advertising does not collect data over time, and is therefore permitted. The regulation expanded what qualiﬁes as personally identiﬁable data to any “information that could reasonably be associated with a particular consumer or computer or other device,” such as an IP address. “The distinction between these two types

of information has continually blurred,” said Magee. “If you can reasonably identify a person based on their personal computer or device, then these principles should apply.” While impressed with the overall industry response to regulations so far, Chad Little, CEO of retargeting company Fetchback, explained, “There is no room for complacency. The industry should be prepared for regulation unless we get our act together.” In the coming year, FTC staff will evaluate self-regulatory programs and conduct investigations, where appropriate. The revisions have drawn some criticism from at least one industry watchdog, which is now looking to Congress to legislate. “I think that the time for self-regulation had passed,” said Jeff Chester, executive director at the Center for Digital Democracy. “People no longer have conﬁdence that the FTC will be able to quickly protect consumers who rely on the Internet for critical transactions, such as those involving health and ﬁnance.” O

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policies, it may not use customer data collected before the change without permission from consumers effected.

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identiﬁable information collected.

using personal data to target ads.

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pany Betawave Corporation has released a syndicated, ad-supported video platform, BetawaveTV. The Betawave portfolio, which focuses on kids and their moms, reaches more than 25 million unique users and consists mainly of independent gaming, entertainment, faith community and creative endeavor sites, including CartoonDollEmporium.com, GameGecko.com and Hallpass.com. The TV platform has launched on several of those publishers’ sites and currently has a reach of about 6 million unique users. “Essentially, we collect really immersive independent sites,” explained Jim Moloshok, executive chairman of Betawave. “There’s no way an advertising agency could have the time to meet with every site that has 1 million to 1.5 million uniques. But we roll those sites together and give the agency creative execution that can go across all of our sites, or give them a homepage takeover of a certain number of these sites, we’re able to give them scale as well as efﬁciency.” He went on to say that while the sites had compelling user engagement, many did not have relationships with content community, numerous engineers or an active broadband strategy because of their size. Betawave TV has a centralized Brightcove video infrastructure, so it can re-skin video players to match the creative on the publisher’s site. Opportunities for advertisers also include pre- and post-roll video as well as overlays. Moloshok hopes to reach 20 million unique users across the Betawave portfolio by the end of the year. Betawave Corporation was previously called GoFish and was rebranded along with the launch of BetawaveTV. O

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: Charles Schwab has selected AKQA for a digital strategy project. “AKQA will be helping us with our firmwide Web site strategy,” said Matt Hurwitz, director of corporate PR at Charles Schwab, via e-mail. “This is not an ad campaign. It is work focused on gaining additional insights into digital marketing.” Schwab will continue to work with its agency Euro RSCG. The two recently updated Charles Schwab & Co. Inc.’s existing public image to address the frustration many Americans feel about the state of financial services given the current economic woes. The latest version of the “Talk to Chuck” advertising campaign encourages consumers to empower themselves and “Do something about it,” rather than feel that there is no hope for their financial problems. The digital creative for this campaign is running on personal finance, news sites and lifestyle sites in the form of both traditional display units and customized partnerships. Hurwitz did not say what role, if any, AKQA will play in this campaign’s media buy. O

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: National hotel chain Days Inn has part-

nered with mobile services firm Ping Mobile to communicate with customers via text message in its Days Inn Hotels for Business Travel. Using Ping’s Wizard Web Portal, these hotel branches can now send texts with marketing messages, such as daily hotel specials and coupons on hotel food, to guests who have opted in. “Our goal is to have a strategy to reach our consumers through a new marketing method, such as text messaging, and to have the opportunity not only to reach them but to reach them in a timely basis with last minute deals and that kind of thing,” said Tina Perry, VP of marketing for Days Inn. “Our ultimate goal is to book room nights.” The Days Inns that will be using the mobile service are all a part of the chain’s co-op marketing group called the Days for Business Alliance, which represents about 51 different branches of the hotel across the country. This group offers premier services, such as housing business centers, restaurants and corporate meeting rooms. “One of the challenges with this specific group of hotels is that Days Inn is considered an economy-level hotel, but this group differentiates from economy, as it is full-service,” Perry said. “The goal is to let consumers know about these services.” Each hotel customizes according to the needs of their property. For example, the Days Inn in Boston ran a campaign that offered hotel guests a $3 off breakfast coupon. Those guests who responded to signage throughout the hotel and texted “BOSBACON” received the coupon. The idea was to let customers know that the Chinese restaurant, not normally associated with breakfast, actually had a breakfast buffet. Once the hotel started this campaign, they experienced more traffic in the restaurant than they ever had before. To encourage opt-ins, Days Inn has included the campaign in banner ads, e-mail campaigns, on its Web site and in print. “We are building a database and profiling customers based on their geographic location and how often they travel through our Ping Wizard technology tool that allows all hotels access via an online connection,” said Shira Simmonds, president/founder of Ping Mobile. O

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: Outdoor clothing retailer The North Face

and athletic clothing maker Polartec have teamed up for a new social networking contest to promote the newest version of The North Face’s Denali coat, which is made from 87% recycled Polartec fabric. The new social destination, called “Eco Champion,” is aimed at consumers who are passionate about environmental issues, which is most of Polartec and The North Face’s audience. The Eco Champion program was created and managed by social media marketing firm Brickfish. The site, at www.brickfish.com/ Lifestyles/EcoChampion, invites consumers to enter themselves or their friends in a contest for “everyday environmentalists” by sending in videos, images or by blogging. For example, if a consumer has founded a local recycling program, or takes public transportation daily rather than driving a car, they would be considered “everyday environmentalists.”

“Polartec really wanted to spread the news about this new fabric and its green features, and thought that a social media platform would be the perfect way to illustrate this,” said Polartec spokesperson Ian Anderson. The participants will be narrowed down to 25 finalists, and consumers will vote on their favorite. The candidate with the highest votes will be named the “Eco Champion,” and a $15,000 donation will be made in their name to a chosen green cause. The winner also will receive a $1,000 gift certificate to The North Face online store. This is the first partnership between the two brands in the social networking space. Because the Denali has been such a popular item with consumers over the past 20 years, Anderson said, it made sense to promote it through a social medium. “The hope here is that the program will spread virally. The green features of this product meant it made sense to connect this promotion to green charities and everyday

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: Sears Holdings has launched a beta ver-

sion of ServiceLive.com, an online services marketplace enabling homeowners who find home maintenance a hassle to name a price for home improvements and repairs. According to recent ServiceLive survey, 71% of homeowners say the repair, maintenance and improvement of their homes are more frustrating than making their mortgage payments. In addition, 89% have homes that need work, and of those, 44% say they haven’t done the work because they don’t think they can afford it. “We have created a marketplace that puts the homeowner back in the driver’s seat,” said George Coll, president of ServiceLive, in a statement. “It beneﬁts service providers as well by creating job opportunities and enabling speedy payment.”

“The beneﬁt to consumers is the really exciting part of the ServiceLive.com model,” a Sears spokesperson told DMNews. “Consumers can save time and money, and really take control of the process.” The new site combines online auction tools used by other sites with proprietary technology and processes. Users can review and select pre-screened service providers in their area and then describe a repair or improvement project in detail, including price and desired appointment time. The project is routed to selected providers after the user uploads funds to a ServiceLive account. The ﬁrst provider to accept the terms wins the project. Sears will initially market the program through paid search, online media and PR, and will test direct mail and e-mail campaigns throughout the year, the company spokesperson added. O

people who are making a difference in the environment,” said Anderson. “This is an experiment for both parties. But it is attractive because it has very quantiﬁable results.” Round one of the campaign ends March 25. Round two begins April 15.O

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: Transcontinental has eliminated 1,500

jobs and introduced cost-cutting measures throughout Canada, the US and Mexico. This is due to a number of cancelled or postponed projects by Transcontinental customers that have been hit by the recession. The jobs were cut as a result of the company’s previously announced move to consolidate the operations of Transcontinental Direct USA Inc. Also contributing were a company-wide review of production capacity, the adjustment of costs to demand, the closure of plants and the termination of some publications. Transcontinental also is implementing a hiring freeze, reduced work weeks and unpaid leave. All these measures are expected to cut costs by about $75 million annually, including $50 million in 2009. O

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Worldata_p5.qxd:Layout 1

2/19/09

10:41 AM

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UNDER NEW LIST MANAGEMENT

Reach

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Over 1 Million Active Buyers

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1,043,634+ Total File $100/M ServiceMagic is the largest marketplace for consumers looking to find home improvement contractors. This rich database of consumer prospects is selectable by those interested in bathroom fixes, kitchen remodeling, cleaning and organizing plans and other services. These new movers and remodelers conduct research on which service professionals they hire for home improvement and repair issues.

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V i s i t O u r O n l i n e D a t a c a r d L i b r a r y @ h t t p : / / l i s t s . w o r l d a t aAnd . cMore! om 3000 N. Military Trail, Boca Raton, FL 33431-6321 Phone: (561) 393-8200 • (800) 331-8102 • Fax: (561) 368-8345 Email: mail@worldata.com • Web: http://www.worldata.com

•

For more information, please contact Jay Schwedelson

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: Two major database marketers — Alliance

Data Systems Corp. and Acxiom Corp. — are welcoming new leadership this year, as they work to maintain market share and grow their database and analytics services in the coming year. Alliance is promoting Edward Heffernan, a 10-year veteran of the company and currently its CFO, to the roles of CEO and president, effective March 1. He succeeds longtime CEO J. Michael Parks, who will stay on as chairman of the board. A key role for Heffernan will be managing growth and new opportunities for the company, which has posted average revenue increases of 16% per year in the last 10 years. In the fourth quarter of 2008, almost all of Alliance’s businesses, which include Epsilon, LoyaltyOne and a credit services division, posted revenue growth. “He has been the architect of our highly respected business model and has gained respect within the company and in the financial community, so it’s a natural fit,” noted Shelley Whiddon, director of external communications for Alliance. Of particular focus will be Epsilon’s interactive, data and analytics capabilities, which were largely responsible for the agency’s overall growth in the fourth quarter, and Alliance’s loyalty services, which are expected to have organic growth in the mid-teens in 2009. At Acxiom, Michael Darviche has been appointed CMO and SVP to lead the company’s efforts to make integrated, multichannel marketing a top priority for companies worldwide, the company said. Darviche was an external hire, and had served until recently as CEO and founder of Flash Capital Systems, a start-up specializing in data-driven customer monitoring. “What makes him an especially good fit for our company is his broad experience

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in digital marketing and the underlying technologies and data, as well as his understanding of the crucial role online services play in an end-to-end marketing program,” said John Meyer, president of Acxiom, in a statement. “He has also been successful in running large sales, marketing and technology organizations.” Darviche will focus on generating sales leads, creating brand awareness, promoting industry leadership and discovering new market opportunities for Acxiom. He also will oversee acquisitions that would expand Acxiom’s capabilities and global offerings. During the third quarter of 2008, the company completed its acquisition of Quinetix LLC, a provider of analytics and predictive modeling for retail banking businesses, hospitality, media and other industries. The acquisition extended Acxiom’s consumer insight capabilities. Acxiom has not announced any other ofﬁcial acquisition plans. Its ﬁscal year 2009 revenue is expected to be between $1.28 billion and $1.3 billion. Alliance Data reported total fourth-quarter 2008 revenue of $508 million, a 3% decline from the fourth quarter of 2007, but predicted 17% to 18% cash earnings per share growth in 2009. Private label credit revenue declined 12% to $171 million for Q4. O

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: Direct mail volume in the ﬁnancial services

sector is down dramatically, as many of the bigger companies walk away from oncethriving businesses that are now deemed too risky because of the economy, such as offers of credit to consumers with less than stellar credit histories. Direct mail credit offers haven’t disappeared completely, however, as both big financial firms and some more marginal institutions continue to find opportunities to target consumers. Financial services direct mail volume for 2008 fell 25% from 2007 levels, according to a recent report from Mintel Comperemedia. “The decline is influenced by financial services companies migrating to lower cost acquisition channels such as the Internet, accentuated by the fact that there’s an enhanced credit risk in every offer,” says Randy Watson, industry executive for financial services, at Acxiom. He expects a portion of the decline will be long-term because of the lower cost channels. However, “when the credit markets turn, many firms are in the position to be back in the mail quickly,” which will bring mail volumes back up, he says.

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In the meantime — and no one really knows how long that is — ﬁnancial services companies are adjusting to the new economy by targeting fewer people and changing their messaging. The big growth area in terms of direct mail volume for 2008 was reverse mortgages, with a 7% increase in new customer acquisition mailings, a 37% increase in reverse mortgage offers to existing customers, and a 67% increase in informational mailings to existing customers, according to Mintel. While the overall volume for reverse mortgages is modest, “it’s interesting to see them being marketed in this economy as

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people need cash,” says Steve Clifford, VP, ﬁnancial services at Mintel, via e-mail. Offers around reward or rebate programs are also on the rise, says Andrew Davidson, VP of competitive tracking services at Synovate. “This is a direct result of more offers going to households with very high credit scores,” and issuers pulling back from those with lower credit scores, he explains. In the fourth quarter of 2008, Synovate reports 72% of credit card offers were reward or rebate offers, up from 63% in the fourth quarter of 2007. This is a result of an increase in mailings for co-branded airline cards, such as the Citi/AAdvantage American Express card and the Chase United Mileage Plus card. “In November, the big issuers basically pulled back from mailing everything else, and the only offer they mailed was for cobranded airline cards,” Davidson reports. “There’s still direct mail credit card offers going out, it just seems that the mass market, pre-approved volume has really fallen off,” Watson adds. Instead, card issuers mail to a smaller pool of names, massaging a bigger pool of data to come up with those names. “Companies are pulling ﬁles from various sources and running the data through

scores and models to qualify names,” says Davidson. “They have to sift through more data and more information to make more targeted offers.” On the sidelines of the major financial institutions are credit unions, many of which report substantial increase in mortgage loan volume, according to the American Credit Union Mortgage Association (ACUMA). Credit unions have “consistently engaged in direct mail marketing for years,” said Bob Dursa, president of the ACUMA. While that volume hasn’t necessarily increased of late, “credit union members are taking them more seriously now that several banks have gone out of business, and they’re looking for institutions that they can trust,” Dursa said. While mainstream financial institutions are giving many consumers the cold shoulder, retail giant Wal-Mart is stepping up its efforts to offer financial services to lowerincome American consumers. Last week, Wal-Mart said it will lower the purchase price of its reloadable, pre-paid Visa debit card, the Wal-Mart MoneyCard, from $9 to $3. The card has a $3 charge for reloads and a $3 monthly fee. The retailer also is making financial information and experts available to customers. O

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<[`kfi`Xc J_Xife >fc[dXe <o\Zlk`m\ \[`kfi# ;DE\nj ast week, DMNews held its first editorial webcast. It was sponsored by e-mail marketing firm Lyris, developed and hosted by associate editor Dianna Dilworth, and featured input from Sylvia Sierra, VP of marketing at Access Intelligence; and Jeanniey Mullen, executive director of the Email Experience Council and EVP and CMO at Zinio. The topic, which was the integration of e-mail with other marketing channels, was a big hit. This comes as no surprise – sometimes I wonder if the word “integration” is the most popular marketing-related keyword on Google these days. I am impressed, however, with the number of marketers I regularly read about that are truly making strides toward fully integrating their efforts across marketing channels, across sales channels and across departments in their organizations. Our main feature this week, focusing on computer maker Dell (and written by Dianna Dilworth) is a perfect example (see story, pg. 11). Dell is one of the largest e-commerce retailers out there today, with a massive global presence, so naturally it behooves Dell to make sure it is integrated in every way. It took a big leap in 2008 by working to consolidate the work of nearly 800 agencies on behalf of Dell into one, globally integrated agency. Enfatico launched in June and, while it has endured criticism over the past months regarding its campaign output, there’s no doubt the WPP-owned agency has worked diligently and passionately to meet Dell’s integration goals. All departments within Enfatico have a seat at the agency’s table when it comes to creative work, so there are no silos within the agency itself. From a global standpoint, the agency works to make its front-end creative and back-end data analysis efficient across countries.

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And, together with Dell, the agency continues to boost the computer maker’s e-commerce profile beyond the Dell.com URL – to mobile marketing, social media and expanded search capabilities. In our coverage of Enfatico’s work with Dell, DMNews has done some integrating of its own by partnering with sister publication PRWeek, which ran a story about Enfatico’s integration of PR into its work with Dell last week. And this week, you can watch a joint DMNews/PRWeek video interview with Enfatico CEO Torrence Boone on DMNews. com, hosted by myself and PRWeek executive editor Erica Iacono. Want to find out even more ways to integrate your campaigns? Check out our Technique feature this week, which hones in on how to integrate your search and social media campaigns, to maximize your ROI on both – including using paid search to drive to social media sites; finding the true fans and “influencers” of your brand through search queries; and analyzing search and social media behavior to drive campaign decision-making (see story, pg. 13).

9iXe[`e^ Xe[ i\jgfej\ Xi\ k_\ jXd\ Af_e >\iq\dX :_`\] `ej`^_kj f]ÔZ\i# Pfle^ IlY`ZXd >iflg America is in the midst of a recession with no end in sight. And while experts analyze what went wrong, there is yet another crisis looming. We discovered the value that brands bring to a company’s total business value is exaggerated. The financial markets attach more value to brands’ worth when compared to the consumers who buy the brands ascribe. This “brand bubble” represents almost $4 trillion in potential exposure to the S&P 500, where brands account for 30% of its market capitalization. This alone is twice the size of the residential subprime mortgage market. Working with professors from several leading business schools, we examined over ten years of brand and financial data from BrandAsset Valuator, (BAV) the world’s largest study of brands. By interviewing annually 500,000 consumers in 44 countries through surveys in forty languages, we have measured 40,000 brands while investing almost $115 million dollars in our study since 1993. In addition, while brand value has increased by more than 80% over the past three decades, the number of high-performing, value-creating brands is diminishing. Among 2,500 brands we analyzed, brand awareness declined 20%, brand esteem was down 12%, perceptions of brand quality eroded by 24%, while trust in brands declined by 50%. What’s more, 85% of brands are stagnant or eroding in brand differentiation. We also cross-examined Interbrand’s top 100 most valuable brands from 2004 to 2007 with those in our study, and found that 45% actually were declining in consumer perceptions. But what does the brand bubble have to do with our job as direct marketers? Traditionally, the worlds of brand and response marketing exist in a parallel universe. Each are viewed as different disciplines with distinct roles, sequenced neatly in a plan to capture a consumer that’s marching in a straight, predictable line. We liken response to simply converting a consumer that’s been exposed to branding and now needs an offer to close the deal. That’s all changed. Today, marketers face forces in consumerism that have created instant access to search and information gathering through rating sites, social networks and mobility, which accelerates their brand choices and purchase decision-making. As a result of these

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;Xe`\c Dfi\c :<F# Nle[\idXe technologies, consumers assess every facet of a brand on their own terms and in compressed periods of time. This means there is no longer a linear model of consumer behavior. The concept of AIDA (awareness, interest, desire, action) is now spaghetti. Direct response no longer exists at the end of the purchase funnel. Thanks to the digitization of everything, brand and response are now intertwined. Consumers can now act immediately to a brand messages. So, rather than closing the deal that branding arranged, direct marketing contributes to the imagery creation of a brand by instantly assessing the consumer’s needs and reacting in real time, through Web site orders, e-mail responses or mobile purchases. What was once sales is now enhancing the brand experience, because through direct marketing technology and strategies, a brand can reinforce its ability to listen, customize and learn from the consumer. This is not just direct marketing, its direct engagement with every potential customer, sometimes at the moment they’re introduced to the brand. In fact, in a world of compressed consumer decisionmaking, direct response is now a potent form of branding. Our ability to act in concert with the consumer not only reinforces the relevance of an offer; it enhances the brand itself. After all, just think of all the great brands that began as great direct marketers. American Express is essentially a response business where people pay significant premiums to be card members. Zappos created an Internet juggernaut through a customer call center that is at the heart of its brand. In other examples, ING now commands almost $70 billion of assets under management, and is the most discriminating financial services brand in BAV. Victoria’s Secret became a world-class retailer after first being a world-class catalog. To rebuild brand value, direct response can play a vital role. Brands are coming under attack because they’re not fast enough in this new world. However, we have the tools, technology, data and knowledge to learn, adapt, customize and respond to stimulate not only sales, but contribute in building loyalty and affinity for the brand. daniel.morel@wunderman.com john.gerzema@yr.com

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Inc. & Fast Company Mean Business Inc. & Fast Company award Edith Roman exclusive list management of their NEWLY ENHANCED BUSINESS postal and email subscriber records

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The Fast Company Magazine Business Executives Mailing List consists of the most creative innovators that challenge convention and develop the future, growth, and success of their companies. These experts are leaders in their industries including: marketing, IT, retail, transportation, construction, finance, and manufacturing. Fast Company sets the agenda, charting the evolution of business through a unique focus on the most creative individuals sparking change in the marketplace. By uncovering best and "next" practices, the magazine helps a new breed of leaders work smarter.

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2/17/09 1:00:21 PM

10 | DMNEWS | February 23, 2009 | www.dmnews.com

GLOVESOFF

What’s next for online lead generation? As companies scramble for new online lead-generation options, word-of-mouth and referral incentive programs are among those emerging ideas. Our experts assess strategies > CONTENDER

Brian Coombs Founder, SVP and chief futurist, Apogee Search Engaged in online marketing since 1991

: Some might be surprised to hear this from

a partner in a search marketing agency, but I don’t recommend search engines as either your first or second source of online leads. The best source of leads online is word-ofmouth (WOM) marketing. Encourage your customers to talk about you in their Internet communities, whether through social networking, online reviews, blog postings or forum threads. Prospects generated in this manner are often considerably warmer than those generated by other methods, and concordantly have higher close rates, shorter close times and larger order sizes. DMNews’ DECISION

The next-best source of leads is a wellrun press and media campaign. Properly designed and managed, a press and media campaign can both generate leads directly, and significantly improve your company’s reputation in the public’s eye. Bloggers should be considered in both WOM and PR strategies. Lesser-known bloggers can be reached via WOM from the marketer directly or through satisfied customers. As long as you are polite, honest and straightforward, these bloggers can generate material Web traffic and leads. The so-called “A-List” bloggers are much more like the media, and should be treated as such. Without a personal connection and/or established reputation, they can be very hard to reach. After WOM and PR, turn to the search engines. Start with a paid search campaign to generate results quickly and find out what works. Next, take the lessons learned in your paid search campaign to inform organic search engine optimization. l

> CONTENDER

John McKusick EVP and director, Performance Marketing Group Fourteen years of experience in digital marketing

: As budgets get squeezed and the focus

on ROI becomes an even higher priority than before, marketers must use the most effective ways to generate business online. No matter your definition of a conversion — whether it is a request for more information, a newsletter sign-up or an online purchase — this is going to be a crucial element to an organizations’ sales efforts in the coming years. One of the most cost-effective, but timeconsuming, means to generate online leads is to establish your business and team as industry thought leaders. Commonly, this is accomplished by publishing relevant white-

McKusick contends that moves such as positioning your company as a thought leader or exploring referral incentive programs are good investments in building online lead generation. Coombs is

papers, hosting seminars or speaking at events. By offering a unique and informed perspective, a company can set itself apart from its competition and solidify a position as a leader in its specialties. There’s an added bonus to teaching others. By doing so, you’re giving back to your industry and helping others become more proficient — thus furthering the advancement of your field. Exploring referral incentive programs or forming strategic partnerships are two other avenues marketers can take to boost online lead generation efforts. These tactics help marketers forge mutually beneficial relationships with companies that can help produce qualified leads. Doing this will generate a higher number of more qualified leads because they pass through an extra filter before reaching a sales team. Generating leads online ultimately boils down to giving back. Share with others and make it as easy as possible for people to find you, and your products and services. l

banking on word-of-mouth strategies and other PR efforts ahead of paid search campaigns. HAVE YOUR SAY E-mail your topic to nancy.kearney@dmnews.com

SPOTLIGHT

The picture of sales success

QA &

Tukaiz’s Defino discusses how personalized images can help marketers By Bryan Yurcan

Frank Defino Job: VP and managing director, Tukaiz Previous roles: Has worked at Tukaiz for his entire professional career Favorite Chicago restaurant: ”It’s actually a place in the western suburbs of Chicago called The Grotto. It’s an Italian restaurant and bar.”

Q: How can a company successfully market through this recession? A: I am firm believer that you should not cut the marketing budget in times like these. But you should be looking at it very closely, and have a very focused game plan and have a goal in mind and go after that goal. Sometimes, though, it’s the reality that marketing budgets will be cut. We work quite a bit with businesses that have large marketing budgets and those who don’t.

Q: How can using personalized images help achieve that kind of reaction? A: It really tends to make a piece stand out from the crowd. The rate of response and the metrics we use all show that. To effectively use it, you truly have to be sure that you have a specific targeted audience with a very, very targeted message. I would rather see a very targeted message sent to a smaller group of people rather than a blanket message sent to a larger group of people.

the marketing message you are trying to send, and there’s also a call to action. That is very effective. The response rates show it. When we use picture personalization, we use copy in a very minimal form. We don’t like to overkill the piece with copy, we would rather let the image tell the story. And, there’s a wide range of things you can do. As long as the piece can come off a digital press, you can do a lot of different types of mailings.

Q: What would you suggest to marketers who might be facing these cuts? A: The key to remember is that marketing doesn’t always have to be about selling something. If you can get your name out and make people feel good about receiving your message, then people will remember it. Those are the kinds of things that have staying power. Businesses are using things like personalized URLs and targeted messages, but you can take it a step further and use picture personalization, [which includes creative tactics] such as using items in an image to spell out the recipient’s name.

Q: Why is picture personalization effective? A: That’s kind of getting into the realm of psychology. It’s really emotional marketing. It’s a feel-good, put-a-smile-onyour-face kind of marketing. It’s similar to seeing someone in the street and shaking their hand — it’s an emotional event. If you spell a name out in an image, and if it is done cleverly and creatively, it’s different than most mail or e-mail we’re used to seeing. It’s the kind of marketing that has staying power.

Q: Considering the cost associated with direct mail, do you see more companies investing in online and digital forms? A: I am seeing a combination of all those media. Maybe starting off with a direct mail piece directing someone to a Web site, and following it up with an e-mail. Some companies go even further and follow up with a text message. I really don’t see it heavily swayed one way or another. You can use image personalization in all those media and be successful. l

Q: How can this be done in direct mail? A: Let’s say you receive a postcard, and it’s an image with your name spelled out, and above it is copy with

www.dmnews.com | February 23, 2009 | DMNEWS | 11

Feature

The integration of Enfatico

For Dell — its top and currently only client — the built-from-scratch agency takes its philosophy of global integration, analytics and efficiency to heart

By Dianna Dilworth

Torrence Boone, CEO of Enfatico, says all media channels get a front seat at his agency’s table

largest e-commerce vendors — took on the herculean task of consolidating all of its 800 agency relationships to run through a single agency. To that end, Enfatico (previously known as DaVinci) was built from scratch, launching in June 2008 in conjunction with WPP. Since then, Enfatico has built out its staff and its capabilities to take Dell, and potential new client wins, to the next level of digital integration. In fact, says Torrence Boone, Enfatico’s CEO, after only a year in business with one client, the agency has built its entire strategy for Dell around the idea of integrating globally. “Enfatico was built to anticipate and respond to a lot of the seismic shifts that we are experiencing in marketing today, be it fragmentation, media shift, consumption model shift, Web 3.0 globalization, and so on,” he explains. “Sometimes it is easier to start from scratch with a new philosophy rather than try to retrofit an existing agency.” Andy Lark, VP of marketing at Dell, says that Enfatico’s relationship with the Round Rock, TX-based computer maker has evolved substantially over the past months and is ready to take Dell to the next level. “Over the past year, Enfatico has built up their company and given us an even stronger footing, engaging with them on the senior level,” he says. “A year ago we didn’t have head of digital, head of creative, head of PR, and now that these roles are in place, we can take things to a new level.” Enfatico’s philosophy is grounded

in three principles: an integration of channels and strategy, a strong focus on analytics and an attention to global

“

Photo by Andrea Fischman

: In late 2007, Dell – one of the world’s

where digital and direct are brought in at the last minute.” So it is no surprise that Dell’s digital e-commerce business is also taking on this integrated approach. Its online store was designed to be much more than just a destination to shop. It has a number of informational blogs, videos and social networks, where customers can go for tutorials on software, to personalize their computing experience and to network with other users. “If you look at Dell.com today, it is

Our customers want highly localized and personalized experiences from our products, so we are doing more localized campaigns. Andy Lark, VP of global

marketing & comms., Dell

efficiency. These are the ideas that have been applied to Dell’s marketing, to its retail and e-commerce business strategy, as well as to its workflow and agency relations. One of the most important integration elements, says Boone, is that the agency is not divided into silos, with one channel taking the lead. “Everyone has a seat at the table from the beginning of forming a strategy, rather than the approach some agencies take,

arguably one of the largest e-commerce sites in the world,” Lark points out. “Where Enfatico is adding more value is enabling to expand it with things like better search engine marketing, better online marketing programs and by altering and changing the economics of how we build a campaign. This helps with our core e-commerce capability.” Boone adds that Dell’s e-commerce strategy is not focused on a destinationoriented approach, but rather a social

media approach. “While the site is very important, we have augmented it to take more advantage of all of the fantastic digital assets that Dell has created,” he explains. “We are distributing those assets more aggressively to other places on the Web, and ultimately to mobile devices as well.” Dell.com content is available in a number of places throughout the Web. For example, content from Dell social communities – such as Idea Storm, a message board where people can comment on Dell and their experience with products, and SB360, a social portal for small businesses — can now exist in other social networks such as Facebook, MySpace and Twitter. “We are taking these Dell experiences and distributing them to other places on the Web where our target audiences live,” adds Boone. This way of thinking about integration also plays a role in the execution of Dell’s multichannel retail strategy. The e-commerce store, for example, is also integrated with the offline Dell experience. Andy Lark, VP of global marketing and communications at Dell, says that selling in stores complements the e-commerce business. “There are a number of people who come to Dell.com, but prefer to go to a store to buy, and by selling in stores, we no longer lose those people,” remarks Lark. “They get to see the

best of Dell online and see the best of Dell in the stores and that works great for us. We haven’t seen a cannibalization of these two channels.” Enfatico’s marketing campaign

strategies on behalf of Dell are also integrated across channels, such as for the first campaign under the joint venture which targeted small to midsize businesses in India. The “I choose my own path. I choose Dell” campaign integrated channels ranging from print, PR and broadcast to social networking and mobile. The content theme of the ad, which was conceived in Singapore, rolled out in India and will soon roll out in both France and the US, focused on Indian entrepreneurs who were using Dell products to help build their businesses. In the Indian @dmnews.com execution, a A video interview text message with Enfatico CEO invited consumTorrence Boone ers to opt in for a phone call from a Dell sales manager for more information about the product. Of the people who received the text, 54% opted in for the call. Integration is also how the Enfatico agency deals with its Dell workflow on a global level, across disciplines. “We believe strongly in the idea of a participatory culture which forces values from across the network, and we end up working off of each other’s ideas,” says David Shulman, chief digital officer of Enfatico. As Dell looks toward the rest of 2009 Lark says he hopes its relationship with its new — and only – agency goes “from strength to strength.” In a tough economic environment, he adds, “it is challenging to be in the marketplace, but we still want to provide the best online shopping experience.” Still, while he recognizes that some are still waiting for a big, splashy consumer campaign for Dell from Enfatico, it will come only if it is relevant to Dell’s customers, he explains. “Our customers want highly localized and personalized experiences from our products, so we are doing more localized campaigns,” he says. “If you are selling a bar of soap, it is a lot easier to do a global campaign, but when you are making so many different types of technology, it helps to be more local.” The key for Enfatico, says Shulman, always goes back to global integration. “Unlike different agencies who have pieced together different offices, we truly have a global network,” he says, adding that 2009 will continue to boost Enfatico’s profile. “We’re heading into a year with more innovation and more opportunities to push boundaries.” l

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Word-of-mouth marketing, both online and off, serves as a way to understand and reach mothers with tremendous spending power 9p Cpee\ D`cc\i

: Marketers who want to reach mothers — a group

75 million strong in the US — through word of mouth are taking advantage of social media and teaming up with bloggers to give their viral campaigns a boost. This is a group that wields the kind of clout that marketers covet. They influence 85% of all household purchases, according to experts who study the mom market. They are also the big spenders in the family. By some estimates, mothers in the US alone spend about $2 trillion a year. Some projections suggest that figure could grow to $3 trillion by 2012. As consumers, women also rely heavily on Web sites and blogs to research everything from diapers to medical issues. That reliance grows when they’re planning a family, with some research showing use of the Internet reaches 94% among women expecting to have a child in the next 12 months, says Kitty Kolding, CEO of House Party, a marketing firm specializing in word-of-mouth campaigns. But the huge volume of information online can be overwhelming and, of course, not entirely reliable. This is where other moms come in. “The blessing and curse of the Internet is that it exponentially increases the amount of information

“You can’t summon them,” DeBroff says. “You have to find them where they are. You have to find the Web sites they’re at, and the community groups they are part of, online and offline.” For example, Twitter, Facebook and dozens of popular mommy blogging sites provide discussion forums and reviews of products written by other mothers. In particular, video reviews by bloggers are growing in popularity. 8j dXib\kè^ Yl[^\kj j_ièb, marketers are

looking for cost-effective ways to deliver their message. They can save a bundle and get their message widely distributed through social media sites, says Maria Bailey, CEO of BSM Media, a marketing and media firm that specializes in marketing to mothers. She believes that particularly in a down economy, viral campaigns that incorporate social media will gain favor. “Marketers are looking for ways to get their message distributed cheaper, faster and, quite honestly, more effectively,” Bailey says. Marketers can use social media to learn more about their target audience, and even start a dialogue, she adds. “To get the most effective results and maximize your resources, you need to hone in on the mom who suits your brand,” she says. “Get to know her online.”

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available to consumers,” she says. “How do you distill or synthesize it down? You ask a friend.” Dfk_\ij# dfi\ jf than other consumers, depend on pals and peers for product recommendations. “We find moms generally assign a high level of credibility to what they hear through word of mouth,” says Brad Fay, a principal with the Keller Fay Group, a marketing research and consulting firm specializing in wordof-mouth marketing. “They assign more credibility to word of mouth than the average person.” In the mom segment, word of mouth about shopping, retail and apparel is “highly impactful,” with 69% likely to purchase based on what was heard, according to a 2008 study conducted by Keller Fay and BabyCenter, a leading online resource for expectant and new parents. The study also found that the Internet beats TV, magazines and outdoor ads in driving word of mouth among pregnant and new moms. Stacy DeBroff, CEO of MomCentral, a marketing agency that specializes in the mom market, agrees. Traditional advertising, PR and direct mail are not the most effective channels for marketers aiming at mothers, she says. “Some marketers are very slow to recognize how much moms really don’t like traditional, intrusive advertising,” DeBroff says. “We are too busy to pay attention to ads. Moms now want to engage in conversation.” Research shows what mothers value most is “hearing opinions from other moms,” she explains. One common mistake marketers make is expecting women to go out of their way to find out about a new product or campaign.

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As an example, she suggests heading to Summize. com, and entering your brand or a keyword to find all the women on Twitter who are talking about your brand already. “It’s so simple to go to Twitter and say, ‘Hey, what do you think of this campaign?’” she says. Companies are starting to team up with mom “influencers” — mothers whose opinions carry weight with lots of other moms. Marketers are putting their products into the hands of mommy bloggers whose video product reviews are seen by hundreds or thousands of other women. “We’ve seen a huge change in the last year in marketers turning to inﬂuencer marketing,” Kolding said. “People have so much information available. They want a recommendation from someone they know or trust.” Some companies are establishing panels made up of mothers who act as advocates for a brand. As an example, Bailey pointed to the Walt Disney World’s mom panel, a group of Disney World enthusiasts selected by the company based on their positive impressions and knowledge of the Disney World Resort. Parents planning a vacation can go to a Disney World Web site and get questions about restaurants, hotels and other attractions answered by the mom “experts.” “Thousands of moms applied for 20 positions [on the panel] last year — it’s a coveted position among moms.” she says. One of the biggest trends in marketing to moms, she explains, is that “you don’t market to moms anymore, you market with them. It’s about that empowerment. It’s saying we trust your opinion and want you to be part of our product development.” O

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J\XiZ_ Xe[ jfZ`Xc d\[`X1 8 gfn\i gX`i Want to maximize return on your search and social media investment? Integrate the two channels, say our four experts, who share tips on how marketers can take advantage of this dynamic strategy Af\c CXgg JMG f] XZZflek j\im`Z\j# I\gi`j\ D\[`X

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: While many marketers think of search engines and social media properties as completely separate entities, the reality is that these two channels have a closer relationship than most realize. Marketers who truly work to integrate these two channels can maximize their ROI. Take advantage of the fact that social media sites tend to rank very well in search results. Search engines increasingly serve up results from social media sites, including videos, blog posts and forums. When searching for E-Trade, for instance, its “talking baby” ads on YouTube appear in results along with their paid search ads. As proven in studies by companies like ComScore, the combination of a social media asset or other naturally occurring listing with a paid search ad in search results K?< K8B<8N8P

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increases the likelihood that both will be clicked. Assuming the content posted on these profiles is optimized, social media gives you yet another chance to occupy the real estate for your chosen keywords on search engine result pages. You can also use your search engine advertising to drive people to social media pages. Cars.com has paid search ad copy linked to characters in their TV ads. The landing page includes video of the TV spot and a link to a Facebook proﬁle as well as navigation to key sections of the Cars.com site. Learn to connect by learning what your customers say. Social media sites can feed into your paid and organic search marketing efforts in another way as well. Observing how people talk about your brand, your products and your product segment yields enormous insight into how they search for what you offer. That insight can inform your search marketing efforts, and lead to targeted keyword generation, landing page selection, and content development. Ultimately, a uniﬁed view of search and social media presents customers with multiple inroads to your product or service, increasing the potential for audience engagement and revenue generation. O

: Opportunities exist to measurably improve : One key element to social media optimiza- : The largely untapped ﬁeld of online meapaid search campaign performance by integrating it with social media. However, many marketers are missing out on this opportunity. This is often because most of the discussion around integrating search and social focuses on organic search optimization, but also because a Web site may not have the tools and technologies that we typically associate with “social media” — for example, usergenerated content such as user recommendations and reviews. In order to leverage social media to improve paid search campaigns, it’s useful to take a step back and avoid thinking about the technologies behind social media, and instead think about what social media teaches us about how people choose to engage online. Social media shows us that people are increasingly seeking to create, share and join in two-way conversations about their interests, experiences, passions, fears and frustrations. This broader understanding of social media can lead to more relevant paid search messaging and should be incorporated into an ongoing ad copy testing strategy. When developing copy testing ideas, be sure to look at all eligible site content from a social media perspective. If social features like message boards or user reviews exist, promoting them is easy — just be sure to incorporate the corresponding social media success metrics into your key performance indicators so you get the credit for driving these results. However, many sites still lack advanced social media features, so take a fresh look K?< K8B<8N8P

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at traditional content and use creative copywriting to make the content and corresponding text ads more “social-friendly.” For example, instead of referring to these tools in the same old ways — for example, a questionnaire — try incorporating a “social” tone into paid search text ads with calls to action such as “Share your experience…” or “Tell us about….” While competing ads are all using stale language like “Learn about…” or “Find out more,” social-friendly text ads can stand out in the search engine results page, and drive not only improved response but greater conversions as well. The beauty of paid search is that you don’t have to take my word for it: test it. O

tion is finding folks interested in your products or initiatives. A way to do this is to find the key influencers within a social network that might be interested in your product. At times, doing this can be a challenge. However, with the right search query, it is fairly easy to find these individuals inside these networks. Here is an example: “site:facebook. com/people ‘counting crows’” K?< K8B<8N8P

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In this query, we took Facebook, which has indexed profile pages listing relevant personal interests. What this query does is find everyone on Facebook interested in Counting Crows. If you were looking to promote the new Counting Crows Facebook Fan application that you created, this would be a fantastic way to spread the word. After you have identified potential influencers interested in Counting Crows, you can send them a quick note letting them know about your new application. Ideally you want to keep your pitch very brief and to the point. This sort of outreach, coupled with a targeted blogger outreach campaign, can create the right mix of chatter to help your application become successful. When doing this for yourself, look to see if the social network you are trying to do outreach on is indexed by Google. The best way to figure this out is to see if the user profile pages are indexed. You can do this by running the following search: “info:http:// www.linkedin.com/in/bchappell.” Once you have identified that the page is indexed you need to look for a unique page identifier that is associated with the profile pages, and profile pages only, unless you will be searching the whole network. In this case, it is “in.” “site:linkedin.com” searches the whole site; “inurl:in” searches just the “in” pages; and “counting crows” is the term you want to search for on the “in” pages. The final product is: site:linkedin. com inurl:in counting crows. The query example shown above can be used for finding folks on a multitude of other social networks, such as YouTube, MySpace, and Flickr. This can be very beneficial when trying to target individuals who might be interested in your product or service. O

surement and reporting is bringing disparate sources together. Two sources of information about consumers that can complement each other well are search behavior and social media activity. Consider a retailer selling a line of promwear. First, the marketer can use a tool like Google Trends to gauge the timing of search activity. Searches start to spike in mid to late December, peak around early April, hold strong for another six weeks and fade by June until the next mid-December surge. Facebook Lexicon tells a much different story about what people are talking about on the social network in semi-public places such as friends’ “walls.” Lexicon shows a build-up of prom-related discussion from January through March, massive spikes in April and May and some strong discussion in June that dies by July 1. Looking more closely at the data, Facebook reveals that spring peaks occur on the weekends. By looking at search and social media behavior together, that retailer can start building its digital marketing strategy in a K?< K8B<8N8P

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way that respects and reflects the interests of its target audience – talking to them in the right way, at the right time and in the right place. A couple of months before online chatter starts to pick up, they can plan a search engine optimization strategy so they’re already well-positioned by late December. They can start running a search campaign as early as December 15 to build brand awareness and influence early purchase decisions. Then, in January, the retailer can start rolling out social media activity, building relationships with key influencers before unleashing a major integrated digital campaign in March. The key to creating successful digital strategies is to respect each channel while using them together. If the marketer in this example used Facebook Lexicon to gauge search activity, they would miss much of the interest. If they used Google Trends to influence their Facebook strategy, they could waste effort trying to join conversations that aren’t happening yet. Viewed together, though, these sources can help the marketer tell their story as a logical progression that stimulates interest and captures demand when and where consumers are most interested. O

31st John Caples International Awards

Direct M a Finalist il Flat

THURSDAY MARCH 19, 2009 Celebrating the world of DM Creative Be among the first to discover the award-winning work of the 31st John Caples International Awards. For one night only, join DMNews for the biggest celebration of the direct marketing creative community. Don’t miss live entertainment, a threecourse dinner and an infinite amount of networking with the best marketers and creatives in the industry. Visit caples.org to register today. For more information, contact Pilar Mustafa at (646) 638-6059 or pilar.mustafa@haymarketmedia.com.

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: Unilever’s Axe brand had two prerogatives for the launch of its Detailer Shower Tool in December 2008: The ﬁrst was to reach out directly to its core demographic of trend-conscious, 18- to 34-year-old men; the second, to maintain its hip reputation as an early adopter of new technology.

: The naughty folks at

don’t disappoint with their snicker-worthy “Dirty Night Determinator” ad selling the Axe Detailer Shower Tool. It’s a simple execution that’s certainly appropriate for an online gaming environment, but here’s where channel plus technology extends the “wow” factor: These ads only appear on the iPhone and they are the iPhone’s only Flash ads. And all a lustful iPhone gamer needs to do is interact with the ad to see how dirty his evening will get. (If only it were that easy, gentlemen.) Kudos to Axe for having the huevos to command, “Get all your guy parts clean.” Feel like a pomegranate? GFDnfe[\i]lc%Zfd has gotten the word out on the superpower qualities of the seedy fruit and the comic book style graphics on the Web site certainly get the point across visually. It’s fun — and pretty cool that POM hasn’t taken the ultra-serious approach when it comes to the beneﬁts of antioxidants (at least on the home page). You’ve have to be a dummy (or live in a cave) not to recog“For Dummies” nize Wiley’s brand when you see it, either online or ofﬂine. The familiar highlighter yellow color with black accents and big-eyed brainiac illustration are carried over effortlessly from the books to the Web. It’s not particularly innovative, but all of the work telegraphs the Dummies’ promise of making learning easy and continues to build the brand.

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8ggifXZ_ To address both of these needs, Axe teamed up with Greystripe, a mobile ad nework, to run a month-long campaign designed speciﬁcally for iPhones. The campaign centered on a Flashrun game that was embedded in the Greystripe mobile ad net-

work. Axe had previously run an ad called “Dirty Night Determinator” online. The “Dirty Night Determinator” game allowed users to calculate how dirty their night out would get and linked users to a YouTube video of the Detailer TV ad.

Within the ﬁrst two weeks of the campaign, 2,447 people were exposed to the Axe mobile advertisement, and, of those, 126 played the game, according to ComScore metrics. Consumer intent to purchase Axe deodorant rose by 15%, to 74%, among people who played the game on their iPhones. -Lauren Bell

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ful worked with digital marketing ﬁrm Fanscape to target bloggers and get them to spread the word about a fall online recipe contest. Fanscape focused on key inﬂuencers within food and recipe blog networks.

The effort generated more than 700,000 unique views, exceeding goals by 152%. In addition, the daily blog posts about the POM Wonderful brand doubled from the amount seen before the campaign. -Dianna Dilworth

: Juice company POM Wonder-

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ing agency, worked with Wiley Publishing, the publisher of the “For Dummies” series of how-to books, on a mobile campaign in March 2008. Banner ads ran on the Sprint/Nokia network driving to Wiley’s WAP site. Offers included a text-for-coupon initiative and the option to join a club for future offers by text.

I\jlckj The ads produced more than 1.3 million impressions and a 1.4% click-through rate. The opt-in rate for future marketing opportunities was 34%. -Nathan Golia

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16 | DMNEWS | February 23, 2009 | www.dmnews.com

LISTS AND DATABASES For Publication: All list and insert information sent to DMNews for publication should be e-mailed, preferably in a Word attachment, to Lists@DMNews.com. You may also fax 646/638-6159, to the attention of List News. Please avoid multiple submissions of the same lists. There may be a delay between the receipt of material and the date of publication.

New lists Active Autism Sufferers at Home Integrated Business Services Description: This file contains people who suffer from autism or families who have someone close to them who does. These prospects earn an average of $33,212 annually. This list is 65% male. Selects: 898,452 universe Contact: Your list broker or Integrated Business Services, 736 North Western Ave., Lake Forest, IL 60045 Phone: 847/735-1690 Fax: 847/735-1692 E-mail: info@medbase200.com Commercial Real Estate Owners and Buyers Byrum & Fleming Description: This file contains contacts who are interested in buying or own commercial real estate. Selects: 27,607 universe Contact: Your list broker or Byrum & Fleming, 321 San Anselmo Ave., San Anselmo, CA 94960 Phone: 800/850-1711 Fax: 415/459-5162 E-mail: pam@byrumfleming.com

Buyers 360 Grow Your Money Expo Focus USA Description: This file contains people who attend financial programs and seminars and want to increase their annual revenue through real estate ventures and business establishment. These entrepreneurial prospects earn an average of $44,000. This list is 59% male. Selects: 2,175,719 universe Contact: Your list broker or Focus USA, 1 University Plaza, Hackensack, NJ 07601 Phone: 201/489-2525 Fax: 201/489-4499 E-mail: info@focus-usa-1.com America’s Financially Active Households The Services Group Description: This file contains households that have had some financial activity in the past three months. This list is 57% male. Selects: 4,449,500 universe Contact: Your local list broker or The Services Group, 430 Eisenhower Lane, Lombard, IL 60148 Phone: 630/599-1108 Fax: 630/495-5578 E-mail: kwoods@theservicesgroup.com

Collectibles Enthusiasts from Listopedia Consortium Marketing Advisory Group Description: This file contains people who collect various items, including antiques, movies, stamps, art and coins. This list is 55% female. Selects: 497,601 universe Contact: Your list broker or Marketing Advisory Group Inc., 120 Broadway, Amityville, NY 11701 Phone: 631/264-3802 Fax: 631/264-3806 E-mail: fran@mag4lists.com Integrity Direct Daily Living List Services Corporation Description: This file contains people who have bought religious music and other religious items from Integrity. These religious prospects have an average age of 40, earn an average of $45, 675 annually and have made an average purchase of $35. This list is 71% female. Selects: 134,976 12-month buyers Contact: Your list broker or List Services Corporation, 6 Trowbridge Drive, Bethel, CT 06801 Phone: 203/791-4440 Fax: 203/778-4299 E-mail: mpotts@listservices.com Landscaping and Gardening Enthusiasts eTargetMedia.com Inc. Description: This file contains individuals and families who enjoy gardening, landscaping and improving the exteriors of their homes. Selects: 349,857 universe Contact: Your list broker or eTargetMedia. com Inc., 6810 Lyons Technology Circle, Coconut Creek, FL 33073 Phone: 954/480-8470 Fax: 954/480-8489 E-mail: info@etargetmedia.com

Contact: Your list broker or Innovative List Marketing Inc., 9663-C Main Street, Fairfax, VA 22031 Phone: 585/241-9779 Fax: 585/241-9813 E-mail: sjuran@ilmlists.com Senior Sales Executives List Sales Fuel Description: This file contains high-level sales executives in a variety of industries. This list is 68% male. Selects: 25,000 universe Contact: Your list broker or Sales Fuel, 108 Grove Street, Worcester, MA 01605 Phone: 888/274-6584 Fax: 508/519-2551 E-mail: jaret@salesfuel.com Multiple Streams of Income Geon Media Group Description: This file contains people who have purchased a home real estate investing course called Multiple Streams of Income. Selects: 131,657 universe Contact: Your list broker or Geon Media Group, 1922 Ashley Valley Lane, Sandy, UT 84092 Phone: 801/619-7800 Fax: 800/505-1703 E-mail: mhaugo@geonmedia.com Fansedge.com Sports Product Buyers Walter Karl Description: This file contains people who have bought products from Fansedge.com, a sports memorabilia Web site. Selects: 1,235,986 universe Contact: Your list broker or Walter Karl, 2 Blue Hill Plaza, Pearl River, NY 10965 Phone: 845/620-0700 Fax: 845/620-1885 E-mail: rhonda.goldstein@ walterkarl.infousa.com

Genre Magazine ALC Description: This file contains subscribers to Genre magazine, a magazine devoted to news, information and interest pieces concerning the gay community. These prospects earn an average of $105,000 annually, have an average age of 40 and have made an average purchase of $9.95 on a subscription to the publication. Selects: 52,000 unvierse Contact: Your list broker or ALC, 4300 Route 1 CN-5219, Princeton, NJ 08543 Phone: 609/580-2632 Fax: 609/580-2809 E-mail: lynn.hover@alc.com New Business Hotline Buyers from Take20.biz Innovative List Marketing Inc. Description: This file contains business buyers who have responded to new offers. This list is 50% male. Selects: 1,834,038 universe

SuperBookDeals Pet Book Buyers Rickard List Marketing Description: This file contains people who have bought pet-related books. These pet lovers have spent an average of $40 on pet-related reading materials. This list is 62% female. Selects: 55,610 universe Contact: Your list broker or Rickard List Marketing, 88 Duryea Road, Melville, NY 11747 Phone: 631/249-8710 Fax: 631/249-9655 E-mail: dgiacopi@rickardlist.com Available US Grants American Name Services Description: This file contains business owners seeking information on goverment programs. This list is 54% female. Selects: 187,782 universe Contact: Your list broker or American Name Services, 774 South 400 East, Orem, UT 84097 Phone: 801/235-8061 Fax: 801/764-0613 E-mail: wharwood@a-names.com Moms on the Go – Elementary School Students List Connection Inc.

Description: This file contains busy mothers of children age 6 to 11. These moms earn an average of $45,000 annually. Selects: 2,850,500 universe Contact: Your list broker or List Connection Inc., PO Box 1712, Simpsonville, SC 29681 Phone: 864/962-0761 Fax: 864/962-0769 E-mail: ken@listconnection.net

INSERTS HDSI – New Homeowners Database Leon Henry Inc. Description: This file contains new homeowners. Selects: 2.4 million universe Contact: Your list broker or Leon Henry, 200 N. Central Ave., Hartsdale, NY 10530 Phone: 914/285-3456 Fax: 914/285-3450 E-mail: jimg@leonhenryinc.com

E-MAIL Security and Commodity Brokers at E-mail ListBargains Description: This file contains stock brokers who need to stay current with business opportunities and the market. These brokers earn an average of $100,000 annually. This list is 80% male. Selects: 148,234 universe Contact: Your list broker or ListBargains, 58 Sunset Drive, North Salem, MA 10560 Phone: 914/617-8138 Fax: 914/617-8139 E-mail: mj@listbargains.com

NEW SELECTS Medical Group Practices - AMA Medical Marketing Service Description: This file contains medical practices with three or more physicians. Selects: 78,000 universe, number of physicians at location, parent/satellite indicator, phone number, single vs. multispecialty, specialty types, state, total number of practitioners at group, ZIP Contact: Your list broker or Medical Marketing Service, 185 Hansen Court, Wood Dale, IL 60191 Phone: 800/633-5478 Fax: 630/350-1896 E-mail: sales@mmslists.com Active Art/Cultural Patrons Customized Mailing Lists Description: This file contains home addresses for people who enjoy culture and the arts. Selects: 13,352,836 universe, age range, child’s age range, county, gender, home owner, income range, geography Contact: Your list broker or Customized Mailing Lists, PO Box 20878, Sarasota, FL 34276 Phone: 941/360-2040 Fax: 941/359-8413 E-mail: cmlists@comcast.net

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DXiZ_ ) :Xi\\ij1 >\kk`e^ kf Befn¿ DMNews’ Web editor Kevin McKeefery chats with a top industry executive about the challenges, pleasures and day-to-day intricacies of his or her position. DXiZ_ 0 :ID Jfclk`fej1 GifYc\d Jfcm\i A CRM expert offers three tips to solve a customer relationship managment problem. DXiZ_ (J\XiZ_1 È, K`gjÉ It’s more important than ever to make sure customers can ﬁnd you online when they search, as well as be sure they see the results you want. Five experts offer ways to spiff up your search engine optimization. DXiZ_ )* ;fj Xe[ ;feËkj1 @ej\ikj Industry experts share their top “dos and don’ts” when it comes to taking advantage of the insert channel.

?fn ZXe @ ^\k dfi\ jXc\j flk f] dp gX`[ b\pnfi[j6 “The first step is to find out which are working the best and jettison those that aren’t delivering,” says :_i`j N`e\, director of product marketing for DXi`e Jf]knXi\. “Use analytics tools to measure completed sales — or, if you’re after leads, completed forms or e-mail addresses entered — that result from specific keywords or campaigns. Also, measure hidden conversions, such as store lookups and sales that happen on affiliate sites. “Take the best-performing keywords and set a maximum price per lead for each based on the sales outcome – this price can sometimes be higher than the original maximum bid you created,” he adds. “Lastly, make sure your site has landing pages optimized for each of your top-performing keywords. Anything less and you leave sales on the table.”

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20 | DMNEWS | February 23, 2009 | www.dmnews.com

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We’d like to take this opportunity to send our industry friends the warmest of Holiday Greetings and extend Director Direct Marketing Reporting to the founder, this position is respon for utilizing a hands on approach fordirect to driving Best store trafficWishes and direct sales through mail, catalog and ecommerce for this multi-channel retailer. Position can be based in Boston, Atlanta or a Healthy and Miami. $100K plus bonus Prosperous Dir Offshore Business Development – Call Center/BPO Opportunity to work remotely, or onsite, for thisNew No. Jersey based operator of Call Year. Center and BPO Services Centers worldwide. Client options include the Philippines, Central America and India. Comp pkg includes a generousannuity based commission plan, fully pd medical and 401K. •••

B\e DXc\b Xe[ Af\ ;XjZfcX Contact Ken Malek (kenmalek@aol.com) B<E D8C<B 8JJF:@8K<J# @E:% 215-579-2070 or fax 215-860-3498 9FO */* P8I;C<P# G8% (0'-.

)(,$,.0$)'.' ••• Managing Director Business Development -

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OPPORTUNITIES

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Operations Sales –Managers Commercial Print:

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Large Lettershop Professionals Format Sheet Fed Print Environment. Salary + Comm. in a 6 Figure + Range.

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(GetWorking is affiliated with Direct Marketers On Call, Inc.)

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Needed

If you live in the New YorkAmsterdam Tri-State Area anda Printing and Litho, products company located are available immediately, promotional email your resume to in Amsterdam, NY, is seeking a new VP GetWorking LLC info@dmoc-inc.com andof visit website at of 156 Fifth Avenue, NY, NY 10010 Sales andour Marketing to be a driver 212.741.5101/info@getworking.com innovation and change that will create www.dmoc-inc.com differentiation in the marketplace. They will also be responsible for developing and integrating the overall sales and marketing strategy and monitor and Then be ready to work with Genesis Evaluation Ltd. analyze the sales and marketing activity 156 Fifth Avenue, Ste. T 212.691.1942 for the post of Mystery Shopper. Must519 be a computer literate and should be able to spare btw 1-2 against the company goals. New York, NY 10010 F 212.924.1331 Are you ready to earn extra income while you keep your oldOn job?Call, Inc. Direct Marketers

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Join National Society Leader in Sheet / Web.Geographic High end Market. in Washington, DC to K lead the development of marIndustry To $100 or Higher Base DOE + keting analyses (incl. direct/database marketing) Comm. to $200 K +. NYC / Tri-State, DC / and MD, business intelligence in support of the orgaAtlanta and Chicago Territories. nization’s marketing strategies. Requirements: Master’s in CS, Statistics, Engineering, MathematContact, in Conﬁdence: ics, or another quantitative science and 3 yrs. of direct/database development and analysis. Bob Nightingale, CPC Apply to www.nationalgeographic.org/jobs. EOE

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If you are immediately available and live in NY, NJ, or S. CT, email your resume to info@dmoc-inc.com.

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Direct Marketers On Call, Inc. 156 Fifth Avenue, Suite 519 New York, NY 10010 212.691.1942

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: I think looking for people who have strong left brain and right brain skills, meaning they know how to use marketing technology and database technology to determine customer behavior purchase patterns and then link that with promotional activated through direct mail and e-mail, is of the utmost importance. Candidates need to understand both the technical side and the creative side of the equation. Companies need to really look for people with those two complementary skills. That’s part of the frustration that CMOs have been having. It’s about time that people understood that, especially in an economy like we’re in now, the highest priorities are focusing on your existing customers and knowing everything you possibly can about them and trying to increase their loyalty to a product, service or company. There aren’t a lot of places where people learn direct marketing. Companies like Epsilon have training

programs that really teach on these points. But, most colleges and universities have very little to offer in the way of direct marketing. There are a lot of people that have general marketing experience but they are not experts at database marketing and direct marketing. It is very, very hard to find those people. However, it is essential to find people with that kind of background. Some of the major direct marketing agencies have a lot of alumni who are probably good targets for rehiring. I think these alumni are what other companies should look at when thinking about hiring. Look at people who have learned and honed their skills at direct marketing agencies. Now more than ever, focusing on existing customers and also qualified prospects and understanding that all marketing should be direct is the name of the game. Anyone who has any kind of real hands-on direct and/or database marketing experience should be who you search for. O

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Though Fulgoni said that it was still uncertain whether the stimulus bill would result in a significant bump for e-commerce, he was positive. “If you look back on what happened in ’08 [after the Economic Stimulus Act of 2008, signed by then-President Bush] there was a bump in e-commerce,” he said. “But the impact was short-lived. It will depend on a number of factors, like unemployment, the price of gas, and whether we are out of the stock market meltdown.” The National Retail Federation also issued a statement, which said the bill doesn’t go far enough. “While these and other individual tax provisions will provide stimulus, this massive measure still fails to provide the direct and targeted tax relief needed to stimulate consumer spending,” said Steve Pfister, SVP for government relations at the NRF, in a statement. “With consumer spending representing two-thirds of GDP and consumer confidence at the lowest level since records have been kept, it is difficult if not impossible to foresee an improvement to overall economic growth until consumers regain confidence and resume spending.” Byrne said one reason why e-commerce is better equipped to handle a recession is that more people use comparison shopping sites today than in the past, and these sites often then lead them to an e-commerce site. Fulgoni agrees with that sentiment. “It is becoming very apparent” that consumers are using the Internet more and more to make purchasing decisions, he noted. Because of this, Fulgoni said it is more important for marketers to engage consumers through online channels. “Savvy marketers really need to consider the Internet a key part of their commu-

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nications programs with consumers,” he said. “They should be asking themselves, ‘Am I properly allocating my marketing and advertising budgets?’ I think there are pretty dramatic gains that can be made from shifting [marketing and ad budgets] from traditional media to the online channel.” The slowing of the e-commerce sector in the fourth quarter of 2008 also coincides with a slight downturn in satisfaction with e-commerce sites, according to a survey released by the University of Michigan and ForeSee Results. The report found that satisfaction with the e-commerce sector dropped 2% to 80 on the American Customer Satisfaction Index (ACSI) 100-point scale in the fourth quarter. The drop halts a three-year climb, but satisfaction with the e-commerce sector still out performs most other service sectors of the economy. Much of the drop is due to satisfaction with the online brokerage industry plummeting 6.3% to 74, and is the largely responsible for the 2% dip in satisfaction for the overall e-commerce sector. “Despite the drop in satisfaction, e-commerce is still one of the best performing service sectors of the economy in all of ACSI, but it is far from immune to the challenging economic conditions,” said Larry Freed, president and CEO of ForeSee Results. Freed said online brokerage sites like TD Ameritrade and E-Trade “got hit hard” as smaller investors had less money to invest, while brokers that serve larger investors, like Charles Schwab, were not hit as hard. Overall, although it is growing at a slower rate, e-commerce is still a popular channel, Freed said. “I think it’s an industry that is in very, very good shape,” he said. “It’s a great alternative to traditional channels.” O

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“For brands that have a regular budget for search spending with us, there is an additional monthly fee flat fee determined by the value of their branded keyword terms,” said Kristen Morquecho, director of corporate communications for Yahoo. “The cost of terms can vary in value.” “Yahoo is looking to innovate and offer advertisers and consumers something they’re not getting from Google, which is exactly what they need to do,” said Nate Elliott, principal analyst at Forrester Research. When asked about the impact of the launch on competitive marketplace, both Google and Microsoft suggested that they were pursuing similar technology. Google had no official comment on the news, but referred DMNews to a November 17, 2008 blog post that said, “…over the next few months, you’ll see us continuing to experiment with new ads in new places.” Meanwhile, James Colborn, director of product marketing at Microsoft Advertising, said, “At Microsoft we believe that image ads are a key and integral part of a customer’s media mix. Over the coming months, we will launch similar technology.”

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What do you do when you have a good product and a loyal audience? You give them a simple, straightforward offer. That’s exactly what Spring Hill Nurseries did with this big, six- by 11.5-inch envelope package. Ferns are popular among gardeners because they grow in moist or shady areas of the garden where few other plants will grow. They blend with any kind of plant and provide beautiful color and texture where it’s needed most.

I’m a customer of Spring Hill Nurseries, and I’ve purchased ferns from it before, so I’m on their list and they know I like ferns. So, given all this, does it need to clobber me over the head with fern details? No. It just needs to catch me at the right time with the right offer. The good work starts on the outer envelope with a big photo of their ferns. The teaser copy is dead simple: “Ferns. Over 50% OFF!” Not clever, but it doesn’t need to be. The back of the envelope shows the six types of ferns offered with the headline “Beautify any shady spot instantly and save over 50%!” Inside, Spring Hill uses smart production techniques to create a wide, personalized letter and order form. The two pieces are printed on one 11- by 17-inch sheet, then cut apart. This lets Spring Hill use the headline, “Delicate, graceful, elegant and soothing are just some of the words that describe our Hardy Fern Collection, Mr. Rieck.”

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According to ComScore, Yahoo’s search engine market share was up .5%, to 21%, between December 2008 and January 2009. Google was down .5% to 63% during the same period. However, Mayer was cautious. “It’s challenging to quantify this program impacting our market share,” he said. Reid Spice, director of search media strategy at iCrossing, said he believes quite a few of the agency’s clients would at least be interested in testing these types of ads. “In this economic climate, our clients are interested in testing anything that would potentially improve [search] performance. This definitely falls into that bucket,” he said, calling the move a “bold step forward.” Elliott is more skeptical. He compared the new Yahoo technology to Branded Response enhanced listings, which were launched by Ask Jeeves in 2001. “What you had was a user clicking because it caught the user’s attention, even though it might not be exactly what they were looking for,” he said. “Click-through rates are interesting, but advertisers are primarily interested in the ROI.” But Elliott went on to say that if this proved to be cost efficient, brands may choose to better diversify their search budget. “No one needs to convince [brands like] Coke to advertise on Yahoo, but getting a bigger share of the search budget is key [for Yahoo].” O

;\Xe I`\Zb :fgpni`k\i# ;`i\Zk :i\Xk`m\ The package also includes a small gatefold brochure. Large photos, big type, and simple copy help the reader visualize the ferns in his or her own garden. The offer is everywhere you look. This is not what you would call an “award-winning” direct mail package. There’s little of what most people would consider clever copy or design. But Spring Hill is a no-nonsense seller of flowers and plants. Their customers don’t want clever advertising, they want beautiful gardens and good deals. So, the company’s focus is always on the promise of carefree beauty and dollar savings. One nice technique demonstrates this straightforward marketing approach. On the back of the business reply envelope, an area most mailers leave blank, they offer to send a free catalog to two friends if you supply their name and address. Clever? No. Smart? You bet. J\e[ pfli ;`i\Zk :_f`Z\ kf YipXe%pliZXe7[de\nj%Zfd

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