Brainy Marketing at Forbes: Most Popular of 2013

I had quite a few posts at my Brainy Marketing blog at Forbes.com get shared extensively this year – here are 2013′s “biggest hits:” Starbucks: Loyalty Program Misfire Starbucks is great at marketing, but they did find a way to really irritate those customers who don’t drink enough coffee to retain their gold status. This [...]

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Social Personalization and the Doppelganger Effect

Are you overlooking a way to personalize your ads that goes far beyond the usual “Dear Roger” salutation? In my recent article, Put Your Customer in the Ad, I mentioned that LinkedIn was using profile pictures for targeted ads. Since then, I’ve been able to capture a couple of examples. The first one surprised me [...]

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Put Your Customer in the Ad!

In my direct mail days, we used personalization whenever possible. Starting a letter with “Dear Roger” instead of “Dear Friend” responds better every time (if the recipient’s name is Roger, that is!). A sweepstakes that uses a personalized address message like, “Imagine our Prize Patrol ringing the doorbell at 123 Shady Circle,” will garner more [...]

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