Target Marketing articles from August 1996

Target Marketing archives from August 1996

Uncovering new sources of names. (alternative sources of customer lists)(Cover Story)
August 1, 1996... Where to turn when you've exhausted your list supply With the number of lists available, it may be difficult to imagine that you could actually run out of names. Where can you find fresh prospects? Is it a matter of simply expanding selects...

Cloning business customers. (management of customer mailing list)(Cover Story)
August 1, 1996... HOW TO FIND MORE PROSPECTS LIKE THE BUYERS YOU ALREADY HAVE If you're in search of new sources of business prospecting names, don't start a full-scale search for outside lists to rent. Instead, your first step should be a careful examination of...

Why & how to hire a broker. (selection criteria for list brokers)(Cover Story)
August 1, 1996... YOUR BROKERS SHOULD BE AN INTEGRAL PART OF YOUR MARKETING TEAM. USE THIS CHECKLIST TO FIND OUT IF YOUR BROKERS ARE UP TO THE TASK An effective list or insert broker is more than a mere intermediary. Brokers are professionals whose careers are...

New list rules. (expansion of list categories, sources)(Cover Story)
August 1, 1996... HOW ELECTRONIC MEDIA IS CHANGING THE FACE OF THE LIST BUSINESS In the quest for fresh sources of names, a new frontier is definitely opening. The age of electronic media has arrived, and it has brought with it a wealth of opportunities for...

Database-driven printing. (customizing direct response communications)
August 1, 1996... HOW TO USE THE INFORMATION IN YOUR DATABASE TO TALK ONE-TO-ONE WITH YOUR CUSTOMERS Perhaps the biggest waste of direct marketing resources is to have a customer-prospect database but not use it to develop direct response communications that...

Personalized catalogs get opened. (increasing the appeal of catalogs to customers)
August 1, 1996... PERSONALIZATION CAN ALSO HELP INCREASE RESPONSE, TRACK ORDERS AND DRIVE SALES AND PROFITS Catalogers are pretty "cocky" about their creative products and their ability to apply state-of-the-art design, color, photographic or illustrative art...

Addressing issues. (pointers to remember in international mailing)
August 1, 1996... MAKE SURE YOU USE THE RIGHT FORMAT FOR EACH COUNTRY YOU MAIL TO AND LEAVE ENOUGH ROOM FOR ADDITIONAL CHARACTERS AND LINES A significant source of unnecessary costs in international mailings can often be attributed to the high volume of returns...

Crossing the northern border. (US cataloger Spiegel's entry into the Canadian market)
August 1, 1996... CONSUMER DEMAND PROMPTS SPIEGEL TO RETHINK ITS INTERNATIONAL POLICY Second in size to Russia, Canada is often the teething ring for U.S. direct marketers expanding internationally. In addition to a common language and border, consumer demand...