Archive for the ‘targeted response marketing’ Category

BP Ad Spending Tripled To Mln After Oil Spill – Update

Thursday, September 2nd, 2010

(RTTNews) - Oil giant BP plc (BP: News ) (BP.L: News ) spent over $93 million on advertising over the three-month period following the Gulf of Mexico oil spill, more than three times the amount spent by the company on ads in the same period last year, the U.S. House Energy and Commerce Committee said Wednesday.

The House energy committee had requested details on BP’s spending on corporate advertising and targeted response marketing relating to the spill, and received a response on Monday.

Rep. Henry Waxman, Democrat-California and chairman of the energy committee, at the suggestion of Rep. Kathy Castor, Democrat – Florida, sent a letter to BP requesting details on the company’s spending. BP has been criticized by some of the legislators for the company’s public relation efforts after the leak, terming it as a “wrong priority”.

In a letter sent to Castor on Wednesday, Waxman, and Bart Stupak, Democrat-Michigan and chairman of the investigations subcommittee, said that BP told the committee they have increased advertising expenditures to keep Gulf Coast residents informed of issues relating to the oil spill and to ensure transparency during the recovery process.

For the period covering April to the end of July 2010, BP spent $93.43 million on advertising. This is more than three times the amount the company spent on advertising during the same period of the prior year. BP’s increased spending was almost entirely targeted at national and local newspapers and magazines and national and local television advertising.

BP in its letter has indicated it aired fewer television and radio spots during the April-July 2010 time period than during the prior-year period, but a higher percentage were national and longer, 60-second spots.

During the April-July 2010 period, BP ran local newspaper advertisements in 126 markets in 17 states, including the states directly impacted by the oil spill. In the same period last year, the company ran local market newspaper advertisements in two states and the District of Columbia.

BP also provided $89.5 million in grants to aid tourism promotion efforts in Florida, Alabama, Mississippi, and Louisiana following the oil spill. Some of these funds may have been used for advertising by each state or its tourism agency, the letter said.

Upon learning that BP has spent more than $93 million in advertising, Castor said, “BP’s extensive advertising campaign that is solely focused on polishing its corporate image in the wake of the Deepwater Horizon blowout disaster is making people angry.”

Castor added, “BP should be doing more to address the damage to the Gulf Coast tourism industry, fishing industry, and for researchers and for the taxpayers.”

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Mortgage and Title Companies Using MLS SEO Technology to Feed Agents Home Buyer Leads

Thursday, September 2nd, 2010

RISMEDIA, September 2, 2010—Lately I have been talking to a lot of mortgage lenders and title reps who are trying to find ways to get real estate agents and brokers to start sending business their way in the form of home loans and title services.

The common complaint from the mortgage reps is that they are supposed to go out and knock on doors and shake hands but have very little leverage and provide no reciprocation to secure a working relationship with real estate agents.

The same complaint also comes from real estate agents. I was recently speaking to one real estate agent who flat out said: “We need more than coffee and donuts from mortgage and title companies if they want our business.”

Although the quote got a good laugh from the meeting attendees, it is actually a very serious subject for mortgage and title companies who provide necessary services to new home buyers and need relationships with agents to grow and expand their business.

The good news for the title and mortgage companies is that they are now able to generate home buyer leads through a new cutting edge MLS SEO technology that adds and builds Web pages onto their existing website (or a new one) and secure business from real estate agents by giving them leads for home buyers and sellers.

Although the technology is referred to as “MLS SEO,” it actually in many cases uses data from Google Base to create thousands of Web pages that go in and target long tailed keywords.

Google Base does not have the same restrictions as MLS data and includes bank owned listings and For Sale by Owner properties that are not listed on the MLS.

Fortune 500 companies like Amazon.com, Netflix and iTunes already know that long tailed keywords provide high conversions for sales coming from the Internet and now the real estate industry is also starting to wake up and start moving in that direction as well.

Long tailed keyword searches account for about 70% of all real estate searches done by online consumers and the quality of the leads is generally better since the searches are much more targeted and specific.

In addition, many large real estate brokerages are finding that the more places they export their listings, the more visibility and sales they get. Exporting listing data to Trulia, Zillow, Yahoo Real Estate, Google Base and other major portals are becoming mainstream places to list properties for large and medium sized real estate brokerages looking to expand visibility and SEO capabilities.

By using the listing data from Google Base, this new technology can create thousands of Web pages with each one targeting a specific long tailed keyword being used by consumers anywhere in the USA, Canada, Australia and around the world.

One title company in Phoenix recently sponsored a “Super Site,” which built out Phoenix and 300 local communities and the response was overwhelming. Agents were scrambling to secure areas on the website to get leads and the title company did something that very few others have been able to do, and that is set up a system to provide leads for real estate agents and build their referral network business.

Mortgage companies and title companies are starting to come out of their shells and realize that if they can produce home buyer leads, they not only have an audience to offer their services to, but also can secure a small army of loyal real estate agents who will be happy to reciprocate the business and throw loans and title service customers back their way.

The day is coming where mortgage and title companies who expect to grow and survive will realize that implementing new MLS SEO technology and feeding agents leads is a much healthier way to run a business than feeding them

donuts. More importantly, this patent pending technology gives power back to the reps knocking on doors to secure relationships of real estate agents by offering something tangible in return—and that is more home sales.

For more information on this patent pending MLS SEO service for real estate agents and mortgage lenders, call Sean Callahan at 800-246-9976 or e-mail him at: info@multimediaicon.biz.

Sean Callahan is an Internet targeted response marketing Consultant and founder of Real Estate targeted response marketing Nerds and co-founder of Multimedia Icon Inc. He has worked with thousands of real estate agents and brokers over the last 10 years providing Internet targeted response marketing services and information. He is also a public speaker and has helped teach thousands of small business owners how to effectively market themselves online.

For more information, visit www.multimediaicon.biz or www.realestatetargeted response marketingnerds.com.

RISMedia welcomes your questions and comments. Send your e-mail to: realestatemagazinefeedback@rismedia.com.

Copyright© 2010 RISMedia, The Leader in Real Estate Information Systems and Real Estate News. All Rights Reserved. This material may not be republished without permission from RISMedia.

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76285 sharebookmarx Mortgage and Title Companies Using MLS SEO Technology to Feed Agents Home Buyer Leads

North Arlington investing in its future

Thursday, September 2nd, 2010

With one eye on preserving and upgrading its municipal resources and the other focused on its future, North Arlington is borrowing nearly $1 million and reviving a moribund Meadows redevelopment plan.

On Aug. 19, the Borough Council voted 5-1, with Councilman Mark Yampaglia the lone dissenter, to authorize bonding up to $980,000 for street paving, infrastructure repairs and the purchase of new automotive equipment. A $200,000 state road aid grant will help offset some of the bonding costs associated with the paving work, officials said.

The council also asked the Planning Board to review a proposed redevelopment plan for a portion of 120 acres of marshland that the borough sees as a prime spot for light industry, warehousing and commercial uses.

The borough will apply $550,000 of the bond money for the milling and paving of Belmont Ave., Sunset Ave. and Vanderbilt Place; $110,000 to repair the Schuyler Ave. firehouse roof and HVAC system; $150,000 for an EMS response vehicle, two parking violation vehicles, a Fire Department pickup truck that will tow Hazmat equipment and will be equipped with a snow plow attachment, a mini-street sweeper, an SUV for the Building Department for inspections and a new fire chief’s car; $150,000 for a new sweeper and hydraulic lift; and $20,000 for one or more stretchers and mobile-data terminals for the Emergency Squad.

The council agreed to pay Neglia Engineering $49,000 for surveying, engineering and construction management services in support of the paving job.

Mayor Peter Massa said that the bond, which is expected to be paid back in 20 years at an estimated interest rate of less than 1%, will probably account for an additional $15 in taxes each year for the average homeowner. It is not yet known whether this year’s remaining tax bills will reflect all or part of that projected increase, Massa said.

The mayor defended the move, saying that, because of the still depressed economy, “We’ll be borrowing money at the cheapest rate, and we’ll probably be getting a contractor at the cheapest rate as well.”

Massa said the borough was proceeding with the financing project based on advice received by its bond counsel, Rogut McCarthy of Cranford.

The bond includes $75,000 for professional fees associated with preparing and targeted response marketing it.

Council President Richard Hughes said it was essential that the borough acquire the new vehicles, particularly to replace an old mechanical sweeper plagued by constant breakdowns, and a 30-year-old compressor “that doesn’t work anymore, so we’ve had to borrow from other towns.”

The new  Hazmat vehicle will replace one that’s 25 years old and will be ordered with the snow plow attachment so that it will have a dual function, Hughes said.

Hughes also said that the volunteers at the Schuyler Ave. firehouse have put up with a leaky roof for years. Money that was previously set aside for a fixup was allocated to another project, so now the borough is belatedly making up for lost time, he said.

A recent visit to the firehouse, which was built in 1994, showed evidence of leakage in the apparatus bay, volunteer meeting room, bathrooms and utility closet and a rusted-out heating and ventilating unit.

Fire Capt. John Inzinna, Schuyler company commander, said it’s common for the building’s heating/cooling system to go on the fritz, both in hot and cold weather. “We’ve been averaging four to six service calls a year,” he said.

Some winters, Inzinna said, if the building’s heating system has been off for 48 hours, the pipes in the firehouse and in the two firetrucks will freeze, which can mean critical time lost in a fire call response.

“If we have a very cold period, we’ll take all the water out of the trucks to prevent freezing,” he said. But, if there’s a fire call, Schuyler volunteers would have to rely solely on street hydrants as a water source.

Meanwhile, the Borough Council is asking the Planning Board to consider the merits of the 52-page “Amended Porete Ave./BCUA (Bergen County Utilities Authority) Redevelopment Plan,” drafted in May  by the borough’s planning consultant, Susan Gruel.

At one point, the Meadowlands portion of the proposed redevelopment site was targeted for residential construction as part of the ambitious EnCap project but that plan was abandoned after the developer went bust.

Now Gruel is suggesting that the borough look to convert the old 41-acre Bethlehem Steel site, which contains an old sewage pumping station, to an industrial campus with eight buildings.

For the old 30-acre BCUA site, partly occupied by a transfer station, Gruel’s plan proposes two possible uses. The land could be redeveloped for use by a “modular home manufacturer or other space-intensive user” with a “showcase area” at the site entrance, an “outdoor storage area” in the rear, loading areas and parking. Or the parcel could be subdivided into three lots containing a 60,000-square-foot building with loading areas and parking “typical of smaller food distribution centers, data centers and other flex space uses.”

Another potential use – one that isn’t part of Gruel’s recommendations –  is a recycling center. That idea is being pitched by WSI Management, a Florida company that wants to buy the BCUA plant and reportedly convert it to a solid waste management facility that would generate renewable energy.

 However, Councilman Joseph Bianchi has cautioned that the WSI technology is still unproven and that a deed restriction placed on the property at the time of its sale to the New Jersey Meadowlands Commission reportedly forbids its use for garbage processing. Massa, however, has said the borough should consider the proposal.

The NJMC expects to take title to the North Arlington Meadows properties by this fall, with the intent of selling them – along with the BCUA land – to the highest bidder, to be developed in accordance with the borough’s wishes.

The borough is confident the land can be developed for warehousing, for example, to be leased to shippers who could take advantage of the proximity to New York, Newark Airport and highways.

The properties could generate as much as $1 million in annual tax revenues, officials predict.

The Planning Board has 45 days to review the plan and report back to the council with its recommendations after getting public input.

Update: BP’s advertising budget during the spill neared 0 million

Thursday, September 2nd, 2010

By Shelley DuBoisSeptember 1, 2010: 1:14 PM ET

FORTUNE — Late Monday, BP (BP) responded to a request from the Congressional Committee on Energy and Commerce that asked the company to report how much money it had shelled out on advertising after the oil spill in the Gulf of Mexico in April.

According to a letter released today, from committee chairman Henry Waxman to member Kathy Castor of Florida, at whose suggestion the inquiry was made, between April 2010 and July 2010, BP spent over $93 million on corporate advertising, which is three times the amount that the company spent on ads during the same period last year. This dwarfs the estimate reported by the British newspaper the Telegraph on August 28, which suggested that BP spent over $1 million a week. The actual amount is over $5 million per week.

In the letter, BP claims that it increased money for advertising for many reasons, one of which was to inform Gulf Coast residents about the recovery effort. BP also breaks down how it increased ads in local newspapers, a strategy that Mother Jones questioned back in July.

The full press release and letter from the committee:

Committee on Energy and Commerce

Rep. Henry A. Waxman, Chairman

FOR IMMEDIATE RELEASE: September 1, 2010

Karen Lightfoot: (202) 225-5735

Committee RELEASEs details on bp’s advertising expenditures related to the gulf oil spill

WASHINGTON, DC Chairman Henry A. Waxman and Subcommittee Chairman Bart Stupak today released information from BP regarding its spending on corporate advertising and targeted response marketing following the April 20, 2010, explosion at the Deepwater Horizon drilling rig.

At the suggestion of Representative Kathy Castor, on August 16, 2010, the Chairmen sent a letter to BP requesting details on the company’s spending on corporate advertising and targeted response marketing relating to the Deepwater Horizon oil spill and relief, recovery, and restoration efforts in the Gulf of Mexico.

Today the Chairmen sent a letter to Representative Castor, summarizing BP’s response and acknowledging her leadership on this issue. According to BP, the company spent over $93 million on advertising between April 2010 and the end of July 2010 more than three times the amount the company spent on advertising during the same period in 2009.

The full text of the letter follows:

September 1, 2010

Dear Representative Castor:

At your suggestion, the Committee on Energy and Commerce and its Subcommittee on Oversight and Investigations sent a letter to BP requesting information regarding the company’s spending on corporate advertising following the April 20, 2010, explosion at the Deepwater Horizon drilling rig. On Monday, we received a response from BP relating to this request.

BP told the Committee that they have increased advertising expenditures for a number of reasons, including to keep Gulf Coast residents informed of issues relating to the oil spill and recovery and to ensure transparency during the recovery process. For the period covering April 2010 to the end of July 2010, BP spent $93,429,175 on advertising. This is more than three times the amount the company spent on advertising during the same period in 2009. BP’s increased spending was almost entirely targeted at national and local newspapers and magazines and national and local television advertising. A small portion of the increased spending was targeted at Internet advertising. With respect to television and radio spots, BP indicated that it aired fewer spots during the April-July 2010 time period than during the April-July 2009 time period, but a higher percentage were national and longer, 60-second spots.

BP also indicated that it significantly expanded the markets in which it ran local newspaper advertisements during the 2010 period. From April to the end of July 2009, the company ran local market newspaper advertisements in two states and the District of Columbia. In that same period in the 2010, the company ran local newspaper advertisements in 126 markets in 17 states, including the states directly impacted by the oil spill — Florida, Louisiana, Alabama, and Mississippi — as well as California, Connecticut, Delaware, Georgia, Illinois, Indiana, Ohio, Maryland, Michigan, New York, Pennsylvania, Wisconsin, and Texas.

BP also provided $89.5 million in grants to aid tourism promotion efforts in Florida, Alabama, Mississippi, and Louisiana following the Deepwater Horizon explosion and oil spill. Some of these funds may have been used for advertising by each state or its tourism agency.

We appreciate your leadership on the issue of BP’s advertising expenditures and hope that this information helps answer your questions.

Sincerely,

Henry A. Waxman Chairman

Bart Stupak Chairman, Subcommittee on Oversight and Investigations To top of page



How Gap’s ‘Groupon’ Went Crazy Viral

Thursday, September 2nd, 2010

The Gap’s special last Thursday on Groupon went viral and was wildly purchased, but it wasn’t merely due to the lucrative 50 percent discount offer. A targeted response marketing mix involving social media, affiliates and an ad on Digg supplemented Groupon’s e-mail program in the effort.

Marking the group-buying platform’s largest national effort to date, Gap offered $50 worth of clothing on Aug. 19 for $25 in 85 U.S. and Canadian markets. The campaign grossed $11 million, while sometimes selling 10 Gap “Groupons” per second over the course of the day. By late morning, the company says, it was selling 534 Gap offers per minute – representing its most successful campaign by far. The previous best had been 41 per minute for an architectural tour of Chicago in a deal that was served to only Groupon subscribers in that city.

Groupon spokesperson Julie Mossler told ClickZ that the effort kicked off with an e-mail at midnight Central Daylight Time, while the rest of the list received the offer in a staggered fashion throughout the day. In total, Mossler said, 15 million Groupon and Gap e-mail subscribers got the chance to purchase the offer. She added that her firm benefitted from “a significant increase in subscriber count as a result of the Gap deal.”

Social media significantly helped push the offer. It appeared as Twitter’s “Earlybird Offers” special of the day, reaching the program’s 180,000-plus followers on the micro-blogging site. Gap tweeted about the deal to its more than 30,000 followers and authored a post on Facebook for its 606,000 “likers.” Groupon’s effort was more laborious, as it has dedicated Twitter and Facebook accounts for each of the 85 markets targeted in the campaign. So administrators for each market authored a tweet and post – manually, one by one – in order to push the special.

In addition, Groupon’s 1,500 affiliates promoted the Gap offer on their sites. A sponsored, above-the-fold ad appeared on Digg as well (pictured).

 How Gaps Groupon Went Crazy Viral

 

 

 

“Our customers had been asking us to feature a national retailer, and the Gap deal was a perfect fit for Back-To-School and even pre-holiday shopping,” Mossler explained. “Gap even has stores where Groupon hasn’t launched yet; so, it’s a perfect way to reach new and existing Groupon fans with a deal they won’t find anywhere else.”

Through Mossler, Gap wouldn’t disclose whether the $25 per order loss leader so far looked like a return-on-investment win or not. She said that it’s “too soon to tell….[the] data is not yet in.” Mossler added, “We are working on a number of exciting upcoming national deals and partners but cannot confirm any specifics at this time.”

Lastly, she challenged the well-reported idea that the huge response to the Gap deal caused Groupon’s system to crash.

“Our servers never actually crashed,” Mossler said. “What was different was that we were diverting traffic to a couple of fall-back pages during high-demand periods. At one point, we were selling [five times] the normal number of Groupons. We are confident that all consumers who wanted to purchase the deal were able to do so, despite some minor hiccups throughout the course of the day.”

Florida Candidate Aims Mobile Ads at Voters in Line at Polls

Thursday, September 2nd, 2010

Mobile advertising is often a direct-response targeted response marketing tool, something focused on a call-to-action, but for one Florida Attorney General candidate, it’s all about persuasion. Today, as Democrats queue up to vote in their party’s primary – quite possibly with mobile devices in pocket – Dan Gelber’s campaign aims to reach them there. The AG hopeful is running Google mobile ads targeted to Floridians in the hopes of convincing them to vote for Gelber if they search for more information about the candidate while en route to the polls or waiting in line.

 

 Florida Candidate Aims Mobile Ads at Voters in Line at Polls

“The point is, it’s really just the last ad people will see when they’re getting ready to vote…. It’s the last way some voters will look for info,” said Josh Koster, managing partner for Washington, DC-based Chong + Koster, a digital consulting firm working with the Gelber campaign.

 

While people often have done their research on candidates for more prominent offices – Florida chooses party nominees for Governor and U.S. Senate today – they may be fuzzier on others listed further down the ballot.

“In a down-ballot race, name ID is critical,” said Christian Ulvert, campaign manager for Dan Gelber for Attorney General. “We want to be able to communicate with people standing in lines…. Anything we can do to target voters especially on site the day of is very important,” he added.

The Gelber campaign has one message to get across to voters searching for information about the candidate and his opponents: He’s been endorsed by several major Florida newspapers.

“Gelber Gets Endorsements,” reads a mobile ad running today. “Every Major FL Newspaper Endorses Dan Gelber for AG. Learn more,” it continues. The St Petersburg Times, Miami Herald, and South Florida Sun Sentinel are among papers that have given Gelber the nod.

“It’s pure persuasion at this point,” said Koster. Indeed, though the ads link to the Gelber campaign site, the campaign isn’t necessarily concerned with people clicking on them. Rather, the goal is to convince them to vote for Gelber after reading the brief ad copy itself. “These are very, very highly valuable persuasion impressions…Very few times do you have a persuasion message that can be boiled down to one [short ad message],” said Koster, calling the Gelber situation “a somewhat unique case.”

Koster said his experience running mobile ads on election days in 2009 gave him “a sense of the floor” in terms of the amount of ad impressions the mobile searches might generate. However, he said the Gelber campaign isn’t sure what to expect otherwise. “It’s totally up in the air,” he said. While Koster said he doesn’t anticipate using the last-minute mobile ad tactic for all future candidate clients, he said his firm did use it for all 2009 campaigns it assisted.

According to a Google spokesperson, Lisa Small, a non-partisan candidate for Fifteenth Judicial Circuit Court Judge in Florida, is also running online and mobile ads geo-targeted to the Palm Beach County area district she’s looking to serve.

The Gelber campaign has also been running Google text ads and Facebook ads.

 

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Hey Tweeters – Are You Tracking Keywords?

Thursday, September 2nd, 2010

 Tweeters are you tracking your keywords?

So, you’ve jumped on the social media bandwagon and set up a Twitter account, perhaps have a Facebook page and are active on Linked-In… however, are you really ‘getting’ social media?

Whilst we are all spending time tweeting and updating pages – there’s still considerable uncertainty about any ‘return on investment’.  However, that doesn’t seem to be deterring our ‘faith’ in social media activity.

A recent study (SEMPO June 2010) study reported that targeted response marketing budgets are shifting – reducing allocation on traditional media (exhibitions, offline advertising) and providing more to the social media pots.

However, the same study reported that in the B2B and B2C sectors organizations 38% of businesses stated that their biggest challenge to getting started with social media was ‘building a sufficient business case’

The challenge in building that business case is the all important ‘return on investment’ factor – it’s not enough to be out there in conversations as part of  brand building– it’s expected that such an immediate and consuming channel should provide a more immediate and direct response

So, what can businesses be doing to ensure that they are leveraging their ‘Twitter’ activity?

It’s likely that tools to help you target and receive targeted traffic from social media platforms will improve over the coming months and years – however, for now – there’s a simple way to leverage your efforts on Twitter and other platforms.

Many Twitterers and brands are missing out on ‘keyword tracking’.

By the term ‘keyword tracking’ I simply mean setting alerts against relevant keyphrases that are being ‘tweeted’  and shared in the socialmediaosphere.

Brands and businesses often use this approach to track mentions of their products and companies, and developers can use it to track mentions of their favourite languages, frameworks, and open source projects.

It’s a great resource for seeing what’s not only happening with your own brand or business – but also for engaging in relevant and hopefully productive conversations.

Tracking keywords need not be complicated, particularly if you are using a social media platform such as – www.hootsuite.com – a total social management resource where you can align your Facebook profiles, Twitter Accounts, Linked In and others. There are other platforms too eg: Tweetdeck, Tweetbeep etc – but Hootsuite is the one I personally favour.

TweetBeep is useful too - sending email alerts based on the tracking of specific keywords in Twitter, and can track specific URLs, even if they have been shortened.

TweetLater, allows you to “schedule a tweet for posting at a later time” and it also provides a feature they describe as “Track keywords on Twitter”. The not so great features include

  1. Automatic DM to new followers, which can be annoying
  2. Automated following of people who follow you, which isn’t always necessary
  3. Automatic un following of those who un follow you (jury is still out on this feature)

Hootsuite, however is brilliant and I would highly recommend as you can track keywords, bring in your Facebook and LinkedIn profiles, set up pending tweets in a very neat and easy fashion and you are totally in control of who you follow/unfollow/DM etc.

There are a number of ways you can be tracking keyword and keyphrases – for example:

  1. Tracking keywords which are relevant to finding new followers – for example, in my case, I want to follow people who are talking and sharing about social media, professional services targeted response marketing and user experience, usability.  Therefore, I track these keywords to help me tune into relevant conversations. In my efforts of doing this, I’ve been able to follow some really useful experts, been invited to guest blog and also been able to grow my blog subscription by sharing relevant and helpful posts, all thanks to tuning into relevant conversations.
  2. Tracking keywords for clients – similarly, watching what’s happening in their ‘keyword’ space and alerting them to relevant followers, influencers and conversations.
  3. Tracking direct response keyphrases.  By this I mean keyphrases which not only house the keyword – but also include a direct response element such as ‘looking for help with’ – ‘can anyone help with’ – you can string these keyphrases together with keywords to assist with targeting on relevancy.

These are just a few ways that you can be starting to leverage the conversations that are taking place. So my advice is to get watching those keywords and keyphrases – and then start considering how you can leverage these highly relevant requests and conversations

Michelle Carvill is a professional services targeted response marketing consultant and owner and targeted response marketing Director at Carvill Creative - a graphic design and targeted response marketing services agency based in Maidenhead, Berkshire.  The agency covers all aspects of graphic design and targeted response marketing – assisting practices and businesses with targeted response marketing strategy, social media planning, online targeted response marketing – website planning and website design.

 

 

Saratoga Spring Water headed to China

Thursday, September 2nd, 2010

By MAREESA NICOSIA, The Saratogian



a251d doc4c7dc3b1609a2276452253 Saratoga Spring Water headed to China

Adam Madkour Jr., chief operating officer of Saratoga Spring Water Co., stands in front of the company’s Geyser Road plant. Saratoga Spring Water recently began exporting its iconic blue bottles to a new customer in China. (ERICA MILLER/The Saratogian)



SARATOGA SPRINGS — The Saratoga Spring Water Co. is now shipping its iconic blue glass bottles to China, and is working with a targeted response marketing partner, HiSeas Co. of Beijing, to distribute the water to upscale hotels and restaurants in the country’s major cities.

The privately held company’s plastic and glass bottles with still, sparkling and fruit-flavored water can already be found in the top 25 U.S. markets, as well as in Bermuda and Aruba. Here in the Saratoga region, its presence on tabletops and store shelves is a long-standing tradition.

But a new, long-term agreement with HiSeas in China “is a much larger-scale chunk of business,” President and Chief Operating Officer Adam Madkour Sr. said Tuesday morning, during a meeting with the press at the company’s Geyser Road headquarters.

“Hopefully it will change the landscape of how we do business,” Madkour said. “(HiSeas) came to us about two years ago, and while we were initially hesitant … they convinced us this was the right move.”

Since this spring, more than 1,000 cases of still and sparkling water in 12-ounce and 28-ounce glass bottles have been shipped to China. They’re available in luxury hotels such as the Hilton Beijing and the Grand Hyatt Beijing, and in the restaurants of the Waldorf Astoria Shanghai, where a hotel will soon open.

In these luxury markets, Saratoga Spring Water competes with bottled-water giants Perrier, Pellegrino and Evian. So far, the response has been “very, very excited,” said Perry Chenq, HiSeas’ executive representative in China.

“They fall in love right away with the (blue) bottle,” Chenq said, referring to the business travelers and American expatriates who make up a large portion of customers being targeted with the brand.

CEO Madkour and his son, Chief Operating Officer Adam Madkour Jr., say future plans include distributing the spring water in Hong Kong and Taiwan.

The Saratoga name may have some pull in Hong Kong, where the 126-year-old Hong Kong Jockey Club collected upwards of $100 million in handle the day the Sha Tin Racecourse opened in September 2007.

Other international markets such as the Middle East and Europe could be considered, depending on how the expansion into China goes over the next two years, Madkour said.

Saratoga Spring Water Co. was founded in 1872 and became privately held in 2001, when the New Jersey-based Ultimate Juice Co. sold it to Madkour, who had been president since 1993.

He said Tuesday that annual revenue is between $10 million and $50 million. While the company saw revenue drop last year, he said it had experienced 10 years of growth prior to 2009 and is set to finish 2010 with gains.

At the bottling facility off Geyser Road, which has 26 employees, the original Sweet Water Spring fills more than 100 million bottles of water each year.

Hiring more people is a possibility if demand from Chinese markets forces the company to increase production, Madkour said.

“If this continues on the pace it’s going, I think it’s a potential,” he said.

For more information about HiSeas of Beijing, go to www.hiseas.cn/sara/eng.html. Saratoga Spring Water Co.’s website is www.saratogaspringwater.com.

RPM Direct Expands into Diversified Media Promotions

Thursday, September 2nd, 2010




LAMBERTVILLE, N.J.–(BUSINESS WIRE)–Leading insurance
direct response
targeted response marketing firm, RPM Direct LLC, has announced
enhanced and expanded promotional capabilities. This extends RPM’s suite
of services to now include TV, Radio, Outdoor and other promotional
media. Seasoned direct response insurance executive, Shawn Morris, will
direct this new capability. Shawn has held Chief targeted response marketing Officer
positions at leading direct response insurance companies including GMAC
Personal Lines Insurance, AIG Direct (now 21st Century) and
FISI-Madison Financial (now Affinion).

According to RPM Direct co-founder and Principal, Dave Denaci, “This is
an exciting new
endeavor for RPM
. Shawn brings a unique, unparalleled expertise in
DRTV and other media to RPM that we’re certain will develop into
sustainable revenue streams for our clients. It’s a perfect complement
to targeted direct mail and one that drives strong contact center and
web lead activities.”

RPM’s approach to media promotions evolved from years of applied and
measured true direct response targeted response marketing techniques. In addition to being
highly track-able, RPM media tactics are designed to produce scalable
and profitable results.

“Over the past 10 years, RPM Direct has established itself as a leading
provider of database
driven direct mail services to the insurance industry
. RPM’s
Principals are former insurance executives who intimately understand the
mandate to produce business that retains and produces a favorable return
on investment. Hence, the expansion into new media is a natural one that
offers the same highly measurable tracking capability as direct mail.
The beauty of all this is that we know how to make it work,” stated
Shawn. “DRTV in particular can create scale and attractive profit
margins. We know this, because we’ve done it.”

RPM Direct, LLC is a leading provider of targeted response marketing services
to insurance companies
. RPM’s extensive knowledge and experience in
insurance, database targeted response marketing, statistical targeting, creative and
campaign execution, makes it uniquely qualified to provide financially
viable and scalable results to its insurance clients. RPM Direct’s
executives have extensive experience and have held senior-level
positions for Fortune 500 companies including American Express,
Prudential, AIG, TransUnion, ChoicePoint and GMAC Insurance. Over the
last ten years, RPM Direct’s Principals have launched some of the most
successful direct insurance customer acquisition programs in the
industry.

 RPM Direct Expands into Diversified Media Promotions


HUFF Realty Selects QuantumDigital as Strategic Direct Marketing Partner

Thursday, September 2nd, 2010

QuantumDigital continues to Partner with top real estate firms that seek automated lead generation targeted response marketing programs, targeted direct mail, on-demand printing, and email targeted response marketing

Austin, TX (PRWEB) August 30, 2010 — QuantumDigital, Inc., the complete online service provider for direct mail, on-demand digital printing and etargeted response marketing solutions, and HUFF Realty of Florence, Kentucky, today announced that they have entered into a strategic targeted response marketing partnership to automate lead generation, increase listing opportunities and enhance HUFF Realty’s direct mail targeted response marketing capabilities.

“We were impressed by the simplicity and ease of use of the entire program. In this current market agents have to work twice as hard for their clients and they must be efficient and smart with their time. The QuantumDigital solution streamlines the process for our agents to market their properties. The online system is logical and easy to use, plus it pulls the data from our MLS to give agents a head start on their projects by pre-populating the document with the listing information and photos. And Triggertargeted response marketingTM is an additional layer that assists agents in capturing leads with just the click of a button,” said Joe Price, Chief Executive Officer, HUFF Realty. “We anticipate that QuantumDigital will reduce our spending for printed materials and bulk mail, plus it will save agents valuable time allowing them to focus on what they do best – managing the complexities of real estate transactions for their clients.”

QuantumDigital has been working closely with real estate professionals for over 20 years. The company is focused on truly understanding the needs of the industry, educating brokers and agents on best targeted response marketing practices, and providing innovative targeted response marketing tools that deliver results. Specializing in streamlining and measuring direct targeted response marketing campaigns, QuantumDigital’s lead-generating real estate targeted response marketing programs combine targeted, data-driven direct mail, email targeted response marketing and on-demand print collateral with new technology so agents can maximize efficacy of their targeted response marketing efforts, and ultimately, obtain more leads and listing opportunities.

Last spring QuantumDigital introduced Triggertargeted response marketing, the first automated, event-driven lead generation program to integrate with web-enabled mobile devices. Designed to help businesses increase productivity, QuantumDigital’s Triggertargeted response marketing program gives users an automated way to initiate direct targeted response marketing campaigns, receive real-time warm/qualified lead notifications, and track results—all from a PDA while out in the field. The program is just one more way that QuantumDigital is providing innovative targeted response marketing and lead generation services for real estate direct targeted response marketing.

QuantumDigital’s technology continues to revolutionize real estate direct targeted response marketing as proven by thousands of today’s top producers who leverage QuantumDigital’s targeted response marketing programs, including top real estate firms Coldwell Banker UNITED, REALTORS®, Keller Williams Realty, Long & Foster Companies®, RE/MAX International Inc., Weichert®, Realtors®, Prudential Gary Greene, Crye-Leike REALTORS® and others. The partnership between QuantumDigital and HUFF Realty is yet another example of why QuantumDigital is the viable, trusted choice for real estate firms.

“QuantumDigital is committed to developing targeted response marketing solutions that meet the needs and address the challenges of this highly competitive industry,” said Debbie Gurley, Vice President of Real Estate Sales, QuantumDigital. “We are focused on offering cutting-edge programs and products that help our partners capture more market share and stand out from the competition. We’re happy to partner with HUFF Realty in order to take their targeted response marketing efforts to a new level.”

About QuantumDigital
QuantumDigital, Inc. is the turnkey provider for measurable direct mail, on-demand printing and email targeted response marketing, specializing in developing data-driven integrated direct targeted response marketing programs. By leveraging the latest technologies, QuantumDigital is able to offer real estate professionals, small businesses and enterprise-level organizations a more targeted, measurable and integrated approach to direct response targeted response marketing and lead generation. Founded in 1986, QuantumDigital is based in Austin, Texas. Visit QuantumDigital at www.quantumdigital.com

About HUFF Realty
HUFF Realty is a member of HomeServices of America, Inc., the second largest home services provider in the United States. HomeServices, a Berkshire Hathaway affiliate, operates in 20 states under 22 residential real estate brand names. HUFF Realty is a company built on family values, integrity, and results. Growing to more than 700 agents and surpassing one billion dollars in annual sales, HUFF Realty provides the expertise and personal care you need and deserve. HUFF Realty clients enjoy the benefits of a full service Brokerage, including mortgage, title, insurance, relocation, rental, home warranty, new construction, and commercial services. For more information about HUFF Realty, visit www.HUFF.com featuring more than 20,000 local listings and 2 million national listings.

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QuantumDigital
Holly Edger
512.694.8621
E-mail Information

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