Necessity is frequently called the “mother of invention.” Even when new products evolve into cultural mainstays, there’s always room for improvement or repositioning in the marketplace. Breweries in the United States, for instance, have been up and running since 1663, when Nicholas Vartlett opened one in Hoboken, N.J., according to the Hoboken Historical Museum and Cultural Center. Almost 400 years later, companies making and marketing beer still seek ways to maintain market presence. And no matter how successful the daily deluge of direct mail continues to be, upping response rates by adding personalized notes and incentives has become an increasingly popular advertising technique. Liquid Crystal Resource/Hallcrest—with United States facilities in Glenview, Ill.—and Middleton, Wisconsin-based NAStar have found ways to improve the visibility of these two dependable American products.
- Companies:
- NAStar