Target Marketing articles from April 1995

Target Marketing archives from April 1995

How to get leads. (marketing)(Cover Story)
April 1, 1995... Selling complex or high-end products through the mail often requires more than a one-shot promotion. You may need to extend several offers and make numerous contacts - in the mail, on the phone and face-to-face - to finally complete the sale...

The arithmetic of getting leads. (measuring the cost of lead generation programs)(Cover Story)
April 1, 1995... Every dollar invested in marketing must have a payback. Think of yourself as a marketing portfolio investment manager. For every dollar you spend, there must be a high return on investment. Controlling marketing costs and generating the highest...

The road to high-ticket sales.(Cover Story)
April 1, 1995... OR, SHOULD YOU SELL $1 MILLION HOME SITES WITH A 95-CENT PACKAGE? Typically, clients with high-ticket products think they have to sell with high-priced packages. You hear this all the time with high-end real estate developments, particularly...

Getting names off-the-page. (lead generation)(Cover Story)
April 1, 1995... TO SUCCESSFULLY GENERATE LEADS IN DIRECT RESPONSE PRINT YOU MUST UNDERSTAND THE ART OF THE MEDIA DEAL If you need to find highly qualified, highly educated and higher income prospects, then direct response space advertising might be a fabulous...

The media mix. (integrating direct marketing and sales)(Cover Story)
April 1, 1995... HOW TO ACHIEVE DOUBLE-DIGIT RESPONSE BY INTEGRATING DIRECT MARKETING AND FIELD SALES Editor's Note: This article is based on the new book, Integrated Direct Marketing: The Cutting Edge Strategy for Synchronizing Advertising, Direct Mail,...

The directory of fulfillment services.
April 1, 1995... You have the order - now it's time to make good on the back-end of the deal. Getting an order or lead is only half the battle; in this epoch of "lifetime value," it's the follow-up that determines whether you win or lose. In the words of Bill...

26 rules to live by. (direct marketing)
April 1, 1995... SOMETIMES, IT PAYS TO BREAK THE RULES. BUT FIRST YOU NEED TO KNOW WHAT THE RULES ARE Rules serve a vital function in direct marketing. They give us starting points of concepts to test in our own promotions. Rules give us a sense of security...

Rounding up lists in Western Europe.
April 1, 1995... MAILERS CAN FIND QUALITY EUROPEAN LISTS; YOU JUST HAVE TO KNOW WHERE TO LOOK Why is it so difficult to find good lists in Europe? It's a question often asked by U.S. direct marketers. In reality, it is not always difficult to source good...

Partnering with your printer.
April 1, 1995... BY ASKING YOUR PRINTER OR BROKER THE RIGHT QUESTIONS, YOU CAN GET THE BEST PRICE ON YOUR JOBS Buying printing is like buying stock; answers don't come easy. Pricing is determined by what you want to print, which sounds simple enough. But when...