Target Marketing articles from April 2000

Target Marketing archives from April 2000

Why All the Buzz on Branding?
April 1, 2000... THIS TIME LAST YEAR the editorial team here at Target Marketing was busy planning the 2000 Editorial Calendar, and on the table for discussion was whether we should plan to do a story focused on the subject of brand marketing. Why brand?...

FULFILLMENT.
April 1, 2000... Want to find out how Cabela's gets catalogs into the hands of requestors faster than before? Request a copy of QuikView, a new quarterly newsletter from QuikPak Inc. Filled with profiles of client companies and information on the latest...

DATA BASE.
April 1, 2000... With all of the database technology available today, it's more important than ever for marketers to know how to use these tools. M\S Database Marketing's newsletter, Target, focuses on giving marketers a competitive advantage through advanced...

BUSINESS-TO-BUSINESS.
April 1, 2000... The B-to-B direct marketing world has been discovering over the past two years what many in the government market have known for a long time: There is serious money to be made in selling to the government. So says Mark Amtower's...

[ldots]and stuff to buy.
April 1, 2000... Brand marketing is more than just a hot trend. It's one of the most crucial elements to thriving and surviving in today's global marketplace, say David A. Aaker and Erich Joachimsthaler in their newly-released book, "Brand Leadership." In...

Adventures in Printing.
April 1, 2000... FDI of Frederick, MD, a full-service direct mail printer, needed a way to personalize cheaply at a high volume. FDI produces more than one million direct mail pieces a day, a volume so large that the U.S. Postal Service has a facility located...

Six Dangers of Marketing Automation.
April 1, 2000... Automating your marketing plan can be like maneuvering through a minefield. But being aware of potential problems will minimize wasted resources. Watch out for these six danger areas that could sabotage an otherwise successful automation...

Getting Gold From a Data Mine.
April 1, 2000... Even those with no background in database marketing can learn how to mine existing data for valuable "gold nuggets" of information--and use them wisely. Stuart Young, director of analytics at ICOM Information & Communications Inc., presents the...

The Doctors Are In.
April 1, 2000... We posed this question to a few industry experts: How can call center managers develop good supervisors, and what can they expect from them? Their responses follow. ANDREW WETZLER, PRESIDENT ANDREW WETZLER AND ASSOCIATES: "The...

ListBazaar.com Helps Brokers--and End-Users-- Hit the Bullseye.
April 1, 2000... List brokers--the middlemen who help mailers find the lists they need--have traditionally gone through people to get the job done because they had no digital alternative. Now they can access list information at any time of day or night and can...

Beyond Banners.
April 1, 2000... Geography is one demographic which marketers have traditionally used to zero in on a prospect. Yet most don't use this element when reaching Web users. Geography recently came into play in targeting Web audience for the Family Education...

TOP WAYS WEB SITES ARE DISCOVERED.
April 1, 2000... TOP WAYS WEB SITES ARE DISCOVERED IT'S NOT WHAT YOU THINK! Banner ads 1% Targeted e-mail 1.2% TV spots ...

Ringing it Up: Bringing CRM to the Hospitality Industry.
April 1, 2000... Loyalty programs have traditionally been the backbone of what is now referred to as customer relationship management. But what if you're in an industry that's been behind the times? When was the last time the person behind the cash register...

Who Shops Online.
April 1, 2000... By 2002,490 million people around the world will have Internet access. While the United States takes the lead in online shopping, Canada and the United Kingdom are only steps behind. Barriers to online shopping faced by a few European countries...

GLOBAL PROFILE.
April 1, 2000... Al Goodloe is president of Direct International, a New York-based firm specializing in international direct marketing and is publisher and editor of Publisher's Multinational Direct. A Little History: Goodloe began his career in 1959 as the...

New Data Protection Regulations Take Hold.
April 1, 2000... The impact of new U.K data protection legislation implemented on March 1 is still relatively unclear for list professionals as well as marketers. "Realistically, the Act will not have a huge impact on the list business immediately," says...

Sifting Through the Fallout: The Deceptive Mail Prevention and Enforcement Act.
April 1, 2000... NOW THAT THE fallout from The Deceptive Mail Prevention and Enforcement Act has arrived, what's a sweepstakes marketer to do? Run scared and cancel all scheduled sweepstakes? Or run smart and develop new offers that really lift response? I...

Non-Compete Clauses.
April 1, 2000... A NON-COMPETE CLAUSE is an anti-competition clause that limits when or where you can work after terminating your employment with your current employer. Commonly used in the direct marketing industry, these clauses are used by employers to...

THE BATTLE OF BRAND VS. DIRECT.
April 1, 2000... "Brand It And they Will Come" Doesn't Work BRAND IS NOW presented as the holy grail of marketing--"brand it and they will come"--with general advertising agencies the self-proclaimed Delphic oracles of brand stewardship. That...

Brand is Still Key[ldots] in All Media.
April 1, 2000... THIS WEEK I SAW the Regis and Kathie Lee Show. They were talking about that cute little dog sock puppet who's in the commercials for Pets.com. Apparently, they had invited him to be a guest, but he wasn't available, and he sent an autographed...

Is Brandinq Obsolete?
April 1, 2000... BRANDING HAS LONG been considered a marketing must. David Ogilvy said your brand image is your most important asset. In "22 Immutable Laws of Branding," Al Ries writes: "It's the single most important objective of marketing." Why has branding...

Guaranteed.
April 1, 2000... SINCE 1963, Lands' End has had numerous changes in its product line. In 35 years, the company has gone from selling sails to selling apparel and outdoor gear. But the one thing that hasn't changed are the guiding principles that create its...

Start with the Right Brand Name.
April 1, 2000... THE NAME IS the first public act of branding, internally and externally, according to Julie Cottineau, naming director at Interbrand, a New York-based branding consultancy "By choosing a name, you're not just saying something to the outside...

Finding the Road Less Traveled.
April 1, 2000... HOW TO USE SELECTS AND ENHANCEMENTS TO REFINE YOUR LISTS WITH THE EXCEPTION of newborns, there is a scarcity of new names to mail. New lists to the market are made up of the same names in a different form in a slightly different context...

Driving Customer Loyalty.
April 1, 2000... KNOW WHAT DATA TO COLLECT--AND HOW TO USE IT TO BUILD B-TO-B RELATIONSHIPS TERMINOLOGY CAN be confusing. Of late, this is particularly true in the sales and marketing arena. Practically every business that sells its products or services to...

Playing the Global Name Game.
April 1, 2000... RECENT DEVELOPMENTS IN THE INTERNATIONAL LIST INDUSTRY THE PAST TWO YEARS have seen enormous changes in the foreign list market. As many as 50 percent more lists have sprung up in some categories, as list owners and managers clamor to fill...

Pound Foolish?
April 1, 2000... Make Sure Your Effort to Reduce Call Center Costs Isn't Actually Increasing Them FUNDAMENTAL TO DECREASING inbound call center costs is improving the productivity of resources employed by the call center to maintain an established value...

Keeping Them Happy.
April 1, 2000... QA TECHNOLOGY'S TRUE ROLE IN EMPLOYEE MANAGEMENT MANY TECHNOLOGY updates speak to the technical capabilities of a new product, or the cost savings associated with labor reductions from the newly automated process. Well, how about the impact...

ORGANIZATIONAL CHANGE for RELATIONSHIP MARKETING.
April 1, 2000... Notes From The Toronto Summit On Relationship Marketing How do you make relationship marketing succeed? To explore this question, over one hundred corporate champions, executives of leading technology companies, and thought leaders gathered...

MAKING RELATIONSHIP MARKETING pay-off today!
April 1, 2000... WHAT DO WE DO NOW? After attending the requisite seminars and conferences on Relationship Marketing we have developed a passion about getting closer to our customers. Our approach appears sound and the potential of creating more profitable...

Case Study: EDMUND'S Puts WEB CUSTOMERS in the DRIVER'S SEAT.
April 1, 2000... PERSONALIZED MAGAZINES FOR AUDIENCES OF ONE How do you greet, by name, more than one million unique customers a month, listen to what they wont in a car, recommend a model and answer specific questions about comparative vehicles? One thing...

MARKETING AUTOMATION.
April 1, 2000... TOOLS FOR HANDLING THE COMPLEXITIES OF RELATIONSHIP MARKETING So you want to become customer-focused! Excellent idea! After studying nearly 900 corporations, Deloitte & Touche concluded that the companies who explicitly worked at retaining...

USING THE INTERNET & DIGITAL PRINTING TO BUILD STRONG CUSTOMER RELATIONSHIPS.
April 1, 2000... The Internet has not only turned business upside down, it will also radically change how business printing will be ordered and used by companies in the future. The Internet is dramatically altering the way people communicate and do...

Case Study: In-House SOLUTION EMPOWERS NEBS to Target Customers.
April 1, 2000... Major business to business direct marketer builds an automated eCRM solution to improve communications between the company and its customers. The business challenge: * Retain and expand customer relationships in a price sensitive...

Driving Ahead of the INFORMATION CURVE.
April 1, 2000... Predictive modeling anticipates customers' behavior Data mining is reaching a new level, according to Yuchun Lee, CEO and a cofounder of Unica. The chief architect of Unica's Enterprise Marketing Automation suite of products, Lee is a...

The Science of Telemarketing.
April 1, 2000... TESTING YOUR CALL PROGRAM IN A LABORATORY ENVIRONMENT HELPS YOU OPTIMIZE YOUR SCRIPT IN A HURRY SINCE THE EARLY DAYS of direct marketing, corporations have spent millions of dollars on the intricacies of testing direct mail campaigns--with...

Tips on Avoiding Fulfillment Disasters.
April 1, 2000... FULFILLMENT HAS MANY FACES in the direct marketing industry. Not only do we use this broad term to cover what probably first comes to mind--product fulfillment-- we also lump in subscription fulfillment, literature and promotional fulfillment,...

HUNTINS AND FISHING.
April 1, 2000... You don't have to go outdoors to reach this market. Just learn where their hearts lie. UPON FIRST GLANCE, the group that makes up the hunting and fishing market looks homogenous. There are, however, some common denominators across both...

Breakthrough Publications.
April 1, 2000... Breakthrough Publications' catalogs offer books and videos on equestrian life for the horse enthusiast. This complete selection is geared toward horse owners and horse lovers and provides sound educational material on riding, training,...

Personal Creations.
April 1, 2000... Target 203,801 12-month buyers who have purchased upscale personalized gifts from the Personal Creations catalog. This catalog features gifts for all occasions with items ranging from heirloom wedding and anniversary gifts and unusual sports...

Collections Etc.
April 1, 2000... Reach 684,163 buyers who have purchased decorative giftware and functional items, home decor, holiday gifts, dolls and household products from the Collections Etc. catalog. The predominately female buyers are direct mail responsive and they...

"Charge-It" Parents.
April 1, 2000... This list of 4,559,704 credit card toting households with children have median incomes of $27,000 and are ready to spend on a variety of products. Products purchased range from computer accessories, hardware, software games and educational...

Military Heritage.
April 1, 2000... Target 15,000 active subscribers to Military Heritage magazine. This magazine recounts the history of battles and wars that have shaped our world. Subscribers are historians, educators and history entusiasts who are interested in learning about...

Accounting Book Buyers.
April 1, 2000... Reach 348,625 accountants and financial executives who purchase manuals and tax guides in order to prepare city, state and federal tax returns including 1099s, W2s and 5500s. These professionals are ideal prospects for tax forms, office...

Web Pros--International Masterfile.
April 1, 2000... Web Pros is a comprehensive database comprised of high level-decision making Internet executives and managers located around the world. These top level and MIS/IT/CIO level executives are responsible for all Internet-related purchases at their...

Server/Workstation Expert.
April 1, 2000... Server/Workstation Expert magazine is an excellent source for reaching business professionals in charge of training employees. These qualified recipients purchase a variety of training products and services for their companies and come from a...

Advanced Transportation Executives.
April 1, 2000... Reach 15,998 domestic and international transportation executives. These report buyers, newsletter subscribers and prospects are involved in the automotive and transportation industries including business-related developments (which include...

ASM Technology Event Attendees.
April 1, 2000... The 285,000 names in The American Show Management database represent attendees to Information Technology Expositions & Conferences and Tech Showcase trade shows. ASM trade shows are regional shows that take place in the 48 U.S. contiguous...

Software of the Month PIP.
April 1, 2000... Include your insert with the Software of the Month packages that arrive at the homes of active software on CD continuity buyers. Recipients are mostly young families with children who are ardent home computer users. They profile above average...

AT&T Challenge Fan Bag Insert Program.
April 1, 2000... Reach this uniquely balanced audience of male and female tennis fans with your insert and/or product sample placed into fan gift bags or event packs. Bags/packs are personally distributed on-site or at exit areas before, during or after the...

MARKETING INFORMATION NETWORK.
April 1, 2000... MARKETING INFORMATION NETWORK (mIn) is a service to list brokers that keeps track of virtually all published American and Canadian lists, card decks and alternate media opportunities. mIn's computers house information and data cards on about...

The Dot-Com Circus.
April 1, 2000... MY EX-STOCKBROKER once sent me a research report on a mail-order company I had never heard of and asked my opinion. The highly laudatory document was written with great authority and laced with direct marketing jargon, such as "hotline names"...