RFM is a behavioral marketing segmentation technique that direct marketers have been using for years to identify their best customers in order send them special, tailored offers. Read More

For those of you trying to make a positive impression on perspective customers there’s one really good starting place – your mailing lists.  People who send me mail often fail to impress me right off the bat because they’re often sending the same piece to the General Manager who left here eight years ago.  Ouch.  That’s a lot of money to make an impression that was probably worse than what I thought of you before!
And then there are the companies that send me two or three of the same piece – at the same time!  Read More

At the National Retail Federation Convention (NRF) last month, Intel demonstrated prototypes of innovative and interactive digital signage that can customize messages to viewers based on key data points determined through the use of anonymous video analytics.
As a viewer looks at the system screen, the built-in camera technology analyzes data such as gender and age, audience composition, time-of-day and other criteria, which enable the system to display tailored content and graphics based on estimated demographics. Read More

In the latest attempt to thwart regulators, the online advertising industry has agreed on an iconic bit of branding that will be included on online ads that use behavioral data.  The intent of this new standard “i” icon is to educated consumers about targeted ads.
When consumers click on the icon they will be taken to a page explaining how the advertiser uses their Web surfing history and demographic profile to send them certain ads.
Consumers should  start seeing this icon along with phrases like “Why did I get this ad?” Read More

We’ve create a practical how-to seminar series on a variety of marketing topics because we’ve seen first hand the need for a “preventative medicine” type of approach when it comes to effective marketing techniques being used today.

A major building products manufacturer faced a tricky question: Which product form and which packaging of that form should be sold in home centers when the product is sold to two very different groups: Do-It-Yourselfers and professional installers?
Understanding their preferences would drive manufacturing plant usage and capacity issues, as well as marketing and promotions. We developed and conducted a nationwide online study consisting of consumers and pros. Respondents were encouraged to participate through a sweepstakes offering home center gift cards as prizes. Read More

Mooney Airplane Company planned to unveil two new models of airplanes at the Oshkosh Air Show and wanted to get invitations into the hands of select people who would be prime candidates to test fly the new models at the show.

Through analysis and modeling, Bozell SmarTargeting culled an email database of hot prospects that met specific selection criteria from within the overall Mooney prospect database.
After identifying the prospects we created and sent an exclusive email notice containing a link that clicked through to a flash-based experiential microsite evite.  Read More