Target Marketing articles from April 1999

Target Marketing archives from April 1999

The scenic route.(Deere Credit Services and Ron Weber Associates launch a multistep telemarketing campaign)
April 1, 1999... Deere Credit Services and Ron Weber blaze new ground with a unique multi-step tele-marketing campaign To reach a new market, try a new approach. That's what Deere Credit Services discovered when it expanded its recreational vehicle...

The mail order rule.
April 1, 1999... The mail order or Telephone Order Merchandise Trade Regulation Rule, better known as the mail order or 30-day rule, was passed in 1976, and while the Federal Trade Commission is active in the enforcement of the rule, some direct marketing...

Privacy crisis: the Internet and international data protection fuel renewed controversy over privacy.
April 1, 1999... Go back in time to 1994. Privacy was the hot-button topic in the consumer press. From cover stories in Business Week to reports on the nightly news, the media was stirring the pot about Big Brother - particularly with regard to direct...

The new international marketing challenge: privacy.
April 1, 1999... The control individuals are entitled to maintain over personal information became an international issue with potentially enormous implications in the early 1980s. When the Organization for Economic Cooperation and Development (OECD) Guidelines...

The hot zone: the data issue heats up on the Internet.
April 1, 1999... Privacy issues are contagious. The stir created by a perceived outrage in one medium can often spread to others like a virus, and lately the direct marketing industry is operating in a hot zone. When it comes to the collection and use of...

Privacy issues hit telemarketers first, harder and with two fists.
April 1, 1999... The strength of telemarketing is also its weakness: Telemarketers literally have a direct line to consumers. That advantage means they can speak to potential buyers one-on-one, but it also means they hear the first hint of negativity sounding...

Year of the Privacy Promise.
April 1, 1999... Interest in the issue of consumer privacy has been building over the past three years. Last year we were bombarded with an onslaught of privacy issues, not the least of which involved the U.S. president. It's appropriate, therefore, that 1999...

What's in a name?: data collection and variable imaging make personalization more than just a name.
April 1, 1999... Personalization in direct mail has certainly come a long way from its humble beginnings - a recipient's name and address printed on a letter. With the advances in data collection and printing technology, it has evolved into a more sophisticated...

Increase your creative wins: cut your losses by avoiding seven stupid mistakes.
April 1, 1999... A famous chess player once revealed to me how he wins so many games, often against far more experienced players. What he said was this: "I try to avoid making mistakes." I've never forgotten that bit of wisdom, and routinely give similar...

Who is your customer?: why and how to profile your customers.
April 1, 1999... Three questions loom in every mailer's mind: Who are my customers? Why do they buy from me? How do I find more customers like them? The only way to understand your customers is to develop a profile of who they are. Follow these three steps...

Marketing up north: treat Canada as another country, not another state.(includes related article on privacy)
April 1, 1999... Canada and the United States share many things in common: a border, a language, a hockey league. However, it is its own sovereign nation, not the 51st state. So while we share many things in common with our Canadian neighbors, there are some...

Six ways to avoid B-to-B direct marketing irrelevance.(Special Report: Business to Business.)(business-to-business)
April 1, 1999... In the January 18, 1999 issue of Advertising Age I ran across this chilling statement by Editor in Chief Rance Crain, "Advertising's failure to produce results is reaching epic proportions... advertising can't be counted on to deliver upward...

Building and using a business list ... if you are a consumer gift cataloger.(Special Report: Business-to-Business)
April 1, 1999... In the folklore of catalog history, there is a story that may be apocryphal, but fascinating just the same. It's a story of Harry and David, today's leader in the food-by-mail field. In the height of the great depression, Harry and David's...

Stick to the basics!: how classic direct-response techniques can pay out big for B-to-B marketers.(Special Report: Business-to-Business)
April 1, 1999... Proven direct response techniques are the cornerstone of any successful direct mail campaign. Using the same 5,000 prospect names, Wingra Technologies went from a bleak six responses to an impressive 344 by incorporating seven classic...

Get a handle on your leads: how to fulfill all those inquiries from bingo cards - and what to do next.
April 1, 1999... If you're a business-to-business or industrial marketer, you're probably familiar with inquiry cards, bingo cards and reader response cards used to generate leads. Most b-to-b publications offer, in some form or another, an inquiry handling...