Target Marketing articles from April 1998

Target Marketing archives from April 1998

Welcome home. (Superbowl commercials and where to advertise)(Editorial)
April 1, 1998... I watched the superbowl for one reason only: to tape all the commercials. Most of them were amusing as hell - a bunch of high-profile general advertising agencies spending gobs of their clients' money showing off to each other. Did any of...

A guide to international terms, part 2. (essential postal terms to know, as outlined at Direct International's 6th annual International Post, Distribution and Fulfillment Conference in 1997)
April 1, 1998... Find out the difference between ABC remail and direct entry, and much more in the second installment of need-to-know postal terms as presented by Al Goodloe, president, Direct International, and Marian Nelson, editor, Guide to Worldwide Postal...

Customer service: marketing drives it.
April 1, 1998... A great offer may bring customers into the fold, but consistently good service will keep them there Think about the stores you shop in, the catalogs you buy from, the dry cleaner you go to year after year. While it may have been a special...

Hogging the market in Europe: new pig uses direct marketing to grab share in Germany and the U.K. (New Pig Corp)(includes related article on New Pig Corp's history)(Cover Story)
April 1, 1998... New Pig Uses Direct Marketing to Grab Share in Germany and the U.K. Can a pig fly in Europe? How will a catalog full of pig cartoons and barnyard humor fare in Europe's industrial community? These were the questions New Pig found itself asking...

Global media choices. (other advertising media options for direct mail marketers)
April 1, 1998... Lists are harder to find outside the United States. Not only are there fewer lists, but the universe of names is smaller and more expensive to rent. As such, direct marketers should consider other media to complement their overseas direct mail...

Competing in Japan's catalog market.
April 1, 1998... When the yen reached an all-time high against the dollar in 1995, it seemed that any strategy - or no strategy - worked to grow a catalog business in Japan. Japanese simply wanted to buy America-by-mail. Often in spite of themselves, American...

Bertelsmann's market-by-market march. (Bertelsmann Book Group)
April 1, 1998... Country-by-country, market-by-market, the Bertelsmann Book Group has created an empire of book/music/video club businesses that ring up sales of $5 billion a year and boast 35 million active members worldwide (excluding BMG). Its decentralized...

Who is worthy?: extending credit - what customers get which offers and why.
April 1, 1998... For many years, the business of offering credit was booming and the money was there for the taking. These days, it's a lot different, as that pretty penny has lost some of its shine. With personal bankruptcies surpassing the one million mark...

Is it time to test a freemium? (freebies)(includes articles on costs of adding freebies to direct mail)
April 1, 1998... ADDING A FREEBIE TO YOUR MAILING MIGHT UP RESPONSE. IT HAS WORKED FOR FUND RAISERS AND SOME FOR-PROFIT MARKETERS, TOO They shouldn't do this to me! My mother did it to me when I was little. I'm grown-up now. It shouldn't still be happening. And...

Insurance direct marketing: $100 billion in year 2000.
April 1, 1998... Imagine... By the end of 2000, companies following the insurance direct marketing concept will produce a revenue stream totaling $100 billion. That's a lot of sugar for an industry characterized as stodgy, staid and sallow. In fact, it's...

Alternative print media. (interview with Leon Henry Inc CEO)(Interview)
April 1, 1998... AN INTERVIEW WITH LEON HENRY OFFERS INSIGHT INTO WHAT'S BECOME A GROWING DIRECT MARKETING CATEGORY How do you beat the high cost of solo mail? Leon Henry, chairman, CEO and founder of Leon Henry Inc., has an answer: He calls it Alternative...