Target Marketing articles from April 1996

Target Marketing archives from April 1996

State of the union for catalogs. (includes related article on the challenges that face each sector in the catalog market)(Cover Story)
April 1, 1996... Strategies for making your catalog more profitable in the nineties, starting with an industry overview WELCOME TO this special report that is devoted to catalog marketing. Along with a number of colleagues and industry experts, we have...

Using lifetime value to prospect.(Cover Story)
April 1, 1996... HOW MUCH CAN YOU WISELY SPEND TO ACQUIRE CUSTOMERS? New customers are the lifeblood of any business. Most marketers agree, while it costs money to gain customers and profits come from existing ones, without new customers a business will soon...

Design for the bottom line.(Cover Story)
April 1, 1996... A SEASONED PRO SHOWS YOU HOW CATALOG CREATIVE CAN DRIVE SALES All right, you right-brainers, I admit it! I have learned from my mistakes even when the rules were clear to me. Creating beautiful catalogs is a lot of fun, so why be bothered with...

Giving your sales a boost.(Cover Story)
April 1, 1996... HOW TO USE NON-CATALOG MEDIA TO INCREASE YOUR SALES Have any of these situations ever happened to you and your catalog business? SITUATION #1: Your catalog sales have taken an unexpected dip. You can't afford to re-mail your catalog...but...

Great leaps. (catalog production)(Cover Story)
April 1, 1996... HOW ONE CATALOGER MEETS DIGITAL PREPRESS CHALLENGES HEAD ON Sailways/Performance Snowboarding's evolution during the past decade has been unique to say the least. Beginning as a small retail store for windsurfing equipment in 1986, the company,...

Adding on to phone orders.
April 1, 1996... TEACHING YOUR REPS TO UPSELL CAN BE A WIN-WIN SITUATION If you could find a straightforward, non-threatening way to get more out of your telephone order calls, wouldn't you give it a try? It only makes sense. The telephone is a terrific...

Finding the right alternate media.(Directory)
April 1, 1996... Direct managers searching for ways to reach potential customers - or even increase sales have different specialized media to choose from, each with its own advantages and disadvantages. "No direct marketer should rely on just one method of...

The hunt for good lists. (mailing lists)
April 1, 1996... U.S. DEMAND HELPS DRIVE THE INTERNATIONAL LIST MARKET The supply of international lists is growing as the demand increases. "Non-U.S. lists are proliferating," observes Donn Rappaport, chairman of American List Counsel. He cites the loosening...

Planning for the future. (day planners)
April 1, 1996... DAY-TIMERS KEEPS CUSTOMERS COMING BACK YEAR AFTER YEAR Imagine life without your day planner. You're supposed to be where? When? Most of us wouldn't have a clue. How did this happen? It all started in 1947 when attorney Morris Perkin...