Target Marketing articles from February 1997

Target Marketing archives from February 1997

How to pick the best format. (direct mail advertising formats)
February 1, 1997... Five keys to choosing a successful direct mail format for your offer With all the hoopla about the new interactive electronic media, it's easy to get distracted and forget that direct mail is still the workhorse of most direct response...

When it pays to merge-purge. (managing mailing lists)
February 1, 1997... 11 THINGS TO CONSIDER BEFORE YOU MAIL MULTIPLE LISTS Editor's Note: With over 38 years' experience in the direct marketing industry and as president of Ed Burnett Consultants, a division of Database America, Ed Burnett has provided countless...

17 steps to a successful business plan. (direct marketing plan)
February 1, 1997... ASKING THESE QUESTIONS WILL HELP YOU BUILD A DIRECT MARKETING PLAN TO MAXIMIZE ROI In the world of advertising, campaign planning is driven by a communications plan focused primarily on message strategy - features, advantages and benefits,...

Sweeping the 'Net. (establishing online sweepstakes)
February 1, 1997... 10 TIPS FOR RUNNING A SWEEPSTAKES ON THE INTERNET You don't have to be a $14 million talk show host to take advantage of the latest electronic media hype. All you need to do is create a Web site and know how to get traffic. And you don't...

Eight reasons to test saturation mail.
February 1, 1997... BIG NUMBERS, BIG OPPORTUNITIES? Much of direct marketing is based on arithmetic and numbers. Perhaps some of the largest figures belong to saturation mailers who don't mail to names but to every address - or "Resident" - in a particular ZIP...

Is DRTV right for me? (direct response television)
February 1, 1997... SEVEN CONSIDERATIONS AFFECTING A DIRECT RESPONSE TV CAMPAIGN Nordic track, Time Life Music Series, Soloflex, Contour pillow, Health Rider...what do these products have in common? They are all household names because of their success through...

Bad moves to make overseas. (international direct marketing)
February 1, 1997... 10 MISTAKES TO AVOID IN YOUR INTERNATIONAL DIRECT MARKETING ENDEAVORS Strange as it may seem, everything you've read about how major companies are targeting international markets isn't always applicable to the average marketer. While the 10...

High-tech printing options. (printing technologies for direct marketers)
February 1, 1997... 6 KEY TECHNOLOGIES ADVANCING TODAY'S DIRECT MAIL APPLICATIONS Leading edge technologies have always played a significant role in facilitating direct mail programs. Today, the impact of sophisticated, high-performance printers, inserting...

Cost control in catalog printing.
February 1, 1997... 10 MONEY-SAVING PRODUCTION IDEAS YOU CAN PUT TO USE RIGHT NOW! Control is a word that most catalog managers will readily associate with. Smart and successful catalogers want to be in control of every aspect of their business - from buying...

Fantastic fulfillment. (handling customer orders)
February 1, 1997... HOW TO EXCEED YOUR CUSTOMERS' EXPECTATIONS Not only did retailers run out of Elmos and Nintendos this past holiday season, but many mail-order companies - for instance, Lands' End - received national media attention after depleting their...

Design for success. (developing call centers)
February 1, 1997... Before you build your call center, you must have a plan Whether you're a mortgage company, nonprofit organization or a book publisher, you will start at the same place when designing a call center. The first step - a never-ending step, actually...

Getting equipped. (call center equipment selection)
February 1, 1997... Depending on how you look at it, evaluating equipment for your call center is either tedious or a trip to the toy store. The range of products is enough to make your head swim. It's no surprise to find so many vendors; the Direct Marketing...

The human factor. (selecting call center staff)
February 1, 1997... You can buy the latest technology, write the most dynamic scripts, offer an exclusive product, but still not make money. Why? Because people talk to other people - not machines or scripts. If your call center agents aren't up to snuff and your...