Getting beyond “good enough”: Igniting the power of location for marketing relevance

For several years, Big Data has been touted for its potential to transform nearly every function within the enterprise, including marketing; however, for that transformation to take place the potential of data must be converted into data intelligence—i.e. actionable insights that propel the business forward. For marketers, location data is …

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Car dealer’s digital marketing campaign receives major boost from unaddressed direct mail

Sherwood Chevrolet increases new customer leads by 134% with direct mail complementing its digital marketing strategy Saskatoon’s Sherwood Chevrolet had been experiencing good growth since the economic crisis of 2008 but, like all car dealerships, it recognized that brand loyalty fades easily and competition is fierce. Especially since the quality …

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Unaddressed mail as point of first contact prospecting tool

In this ever-changing world, we continue to see new prospecting tools, but there is a staple that many marketers continue to rely on and that is direct mail. Of course, direct mail takes on different forms, ranging from targeted, unaddressed pieces to parcels that demand attention, simply based on size. …

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Sector Report: The List Business

The Canadian list business has experienced significant disruption since the beginning of the new millennium, both from economic and regulatory perspectives. The passing of the Personal Information Protection and Electronic Documents Act (PIPEDA) in 2000, the Canadian Radio-television and Telecommunications Commission (CRTC)’s introduction of the National Do Not Call List …

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U.S. customers eager to buy online from Canada

One retailer details how U.S. purchases have played a big role in the company’s success  Fred Pritchard tapped a small vein of online gold a few years back when the company he works for, Golda’s Kitchen, stocked a cooking accessory popularized by celebrity chef Jamie Oliver. U.S. shoppers were clamoring …

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Doing social media right

Social media has had a large impact on direct marketing strategies. As companies began to recognize the importance of social media as a communications tool and saw the data and hypertargeting abilities that come with it, marketing roles started to change. Many entry-level marketing roles now consist solely of social …

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Twelve million solutions to building a sales-driven culture. One real story.

Twelve million, one-hundred thousand results, to be exact. That’s how many direct hits on sales culture best practices come up on Google in less than one second. It seems there are loads of solutions to the age-old problem of how to get sales people to sell more. Like the latest …

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When do culture and ethnicity matter in marketing?

Having worked with a wide range of clients over the years, my colleagues and I at Environics Analytics have seen multicultural marketing go from “everyone’s talking about it but nobody’s doing it,” to “a lot of people are talking about it and some are actually doing it.” That’s positive news, …

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Driving car sales with data-based market analytics

There are few tougher markets for selling new vehicles than Toronto. With its mix of young renters, culturally diverse suburbanites and wealthy older families, the Greater Toronto Area is very complex, hyper-competitive and much different from other parts of the country. No one knows that better than Jason Easton, General …

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High-value direct mail generates huge response for unlikely products

Spray foam insulation gets a sexy makeover; moving big rigs with postcards   If you were to ask Betsy Cosper, vice president marketing at Icynene, if direct mail generates excitement for her business, she would say “absolutely. And, who knew this could happen to spray foam?” Cosper, an experienced marketing …

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