The folks at Charles Schwab are seizing the day.  With markets seemingly stabilized and an intensified public focus on financial issues, the investment company has launched what may be its most aggressive campaign, with a call to action designed to get consumers to move to Schwab.  Whether you market to consumers or other businesses, if…

As you measure and refine your e-mail marketing program (you do have one, don’t you?), be careful about what you measure.  It’s widely assumed that if 5% of your e-mails bounce back, then 95% were delivered.  But that doesn’t take spam filters into account. Just because an e-mail didn’t bounce is no guarantee that it…

While Walmart boasts about its low pricing, Best Buy offers prices that are the same or lower on most of the items they both sell.  But since Walmart owns the low price position with consumers, Best Buy decided to promote something Walmart doesn’t have – employees who can answer questions about electronics.  In one true-life…

In hard economic times, consumers have to make tough choices.  But those decisions are revealing and relevant for marketers.  A study by the Pew Internet & American Life Project showed that nearly a quarter of Americans cut back or shut down cable last year, and about the same number either reined in or gave up…

It runs contrary to conventional wisdom, doesn’t it?  Southwest Airlines is known for affordable fares.  So you’d think they’d skimp on service.  But they’re one of the few corporations to understand that service is a function of human interaction.  And Southwest’s people interact with their customers.  No frills.  No added expense to Southwest.  Yet they…

If you host a Super Bowl party this year, here’s a chance to have some fun and get a great lesson in branding.  The day after the event, send out an e-mail to everyone who attended, and ask them what their favorite commercial was.  You’ll instantly know which advertisers succeeded, not because their spots were…

Every business understands the benefits of e-mail marketing: it’s inexpensive, it’s fast and it’s trackable.  But surprisingly few businesses have a thoughtful e-mail marketing program, and even those who do often think more about themselves than their audience.  If you’re going to send customers an e-mail, there should be some real value in every one. …

When a bakery called We Take the Cake learned that Oprah was about to include one of their cakes in her “favorite things,” they focused on ramping up production to meet the deluge of demand that was sure to follow.  What they didn’t do was figure out how they would take all the orders.  Their…

Reed Hastings was always frustrated when his local video store was out of the movie he wanted.  But when he got tagged with a $40 late fee for a movie he’d misplaced, it got him thinking.  What if everyone shared his frustration with video stores?  On his way to the gym, it hit him.  Gyms…

Notice an echo in your mailbox lately?  Both at home and at work, many people are receiving less mail during the downturn as some businesses cut back or redirect marketing dollars.  This raises a question.  If mailboxes are less crowded, wouldn’t a direct mail campaign from your company stand out more?  Consider buying a well-targeted…