Putting the right promotional offer in front of the right person at the right time was the mantra of old-school direct-response marketing. But it’s becoming even more relevant in the digital age, a story in the Chicago Tribune about an Evanston firm reports today.

Putting the right promotional offer in front of the right person at the right time was the mantra of old-school direct-response marketing. But it’s becoming even more relevant in the digital age, a story in the Chicago Tribune about an Evanston firm reports today.

At a time when marketing spending has taken a hit from the economy, the Trib says, programs that can deliver customers affordably are standing out. Evanston-based Leapfrog Online is so confident of its strategic approach, founded on direct-response principles, in which the customer responds directly to the marketer, that it doesn’t ask clients to pay until it delivers a customer for them.

“We’ll bet our compensation we can get you a new customer on a target price you can live with,” said Dave Husain, chief executive of the 100-employee firm.

Original story

Leave a comment

The goal of our comment policy is to make the comments section a vibrant yet civil space. Treat each other with respect — even the people you disagree with. Whenever possible, provide links to credible documentary evidence to back up your factual claims.

Your email address will not be published.