Target Marketing articles from February 1998

Target Marketing archives from February 1998

Direct marketing boom or bust? (direct marketing prospects in Korea)
February 1, 1998... Everyone has heard the recent news of Korea's economic crisis. How does this affect direct marketers? Well, there's good news and bad news. The bad news is that the depreciation of the Korean Won raises the price of imports. Before the recent...

When tried and true gets tired. (improving direct mail)
February 1, 1998... Why controls start to flag - and what to do about it Examine a good-size stack of consumer direct mail - your own or someone else's - and you're likely to come to the same conclusion I did when I reviewed a week's worth of my household direct...

Does your ad measure up? (direct mail advertising)
February 1, 1998... 19 criteria for space ad headlines that sell Some of the biggest names in mail order started their empires with nothing more than a little, black and white space ad in a magazine. Banana Republic, Lands' End and The J. Peterman Co. all looked...

List tactics. (mailing list management)
February 1, 1998... 7 OFTEN IGNORED FUNDAMENTALS TO LIST SELECTION If you were asked, "What is the single most important component in a direct mail campaign," how would you answer? Do you think it is the creative concept (i.e., what the piece looks like) or...

Gift giving is big business. (direct marketing tips)
February 1, 1998... 19 WAYS TO GENERATE MORE CATALOG GIFT ORDERS...THROUGHOUT THE YEAR Christmas and Hanukkah are over for another year. And by the time you read this, Valentine's Day will be upon us. So, what did you learn during these major gift-giving seasons...

Rush hour on the Internet. (tips for direct marketers)
February 1, 1998... EXPERTS OFFER 10 WAYS TO BUILD WEB TRAFFIC The streets of the Information Superhighway are getting more backed up everyday. The cause? People are trying to get themselves or their businesses known by way of the Internet. To stand out in all...

3 steps to lifetime value. (direct marketing tips)
February 1, 1998... PLUS...NINE INVALUABLE HINTS FOR USING A DATABASE TO FIND AND KEEP CUSTOMERS Ah, the glory days of mass marketing. For decades, marketing executives spent millions of dollars talking to millions of people. With the advent of the electronic...

Which printer is best for you? (tips for catalog companies on selecting printing services)
February 1, 1998... 30 PROS AND CONS TO HELP CATALOGERS CHOOSE BETWEEN LARGE AND SMALL PRINTERS In almost every survey taken during the past decade, catalogers have consistently mentioned the rising cost of paper, printing and mailing (including postage) as a...

10 "musts" for outbound calls. (telemarketing)
February 1, 1998... LIST, OFFER AND CALL QUALITY ARE ESSENTIAL TO A SUCCESSFUL TELEMARKETING PROGRAM What differentiates a good outbound telemarketing call from a bad one? We've all been on the receiving end of poor quality sales calls ("On Target," TM, Jan. '98,...

Foreign merge/purge. (international direct mailings)
February 1, 1998... There I was, sitting on the dais with three colleagues/competitors at a conference on international data processing. An unsuspecting moderator asked what I'm sure he thought was a puffball question: "Andrew, what guarantees can a mailer expect...

Fulfilling orders off the Web. (SkyMall Inc)
February 1, 1998... To some, the internet is still a new medium when it comes to doing business. According to the Direct Marketing Association, 82 percent of direct marketers who responded to a survey taken last summer had Web sites up and running. However, only 39...

Hispanic Americans: 28 million and growing.
February 1, 1998... 28 million and growing Come 2050, non-Hispanic whites will account for only 53 percent of the total U.S. population. The fastest growing minority: Hispanic Americans. Recent estimates by the U.S. Department of Commerce, Bureau of the Census...