Spotlight on marketing

A tidy and interesting interview with Perry Cooper, senior VP of digital and direct marketing for the NHL can be found in the recent issue of Deliver® magazine. It's a great reminder in this day and age when Direct Mail is yawned at (at best) or (worse) sneered at, the NHL has shown that it's all about the touch points...reminding your customers of your offerings in the right way without bombing them with offers. In this instance, the direct mail is a targeted outreach in tactile fashion, something often lost in today's "receive-process-delete" society.