Target Marketing articles from February 1999

Target Marketing archives from February 1999

Seminars.(seminar participants)
February 1, 1999... These professionals are hungry for self-improvement - and SURPRISE! They're mostly women. Are you interested in improving your life? Interested in becoming more efficient at your job, managing your time or communicating better with others?...

4 ways to make money using package inserts.
February 1, 1999... 1. Always create the largest piece that the space will allow. One of the reasons that package inserts work is because they are inexpensive. But there is a real temptation to produce a "one size fits all" insert. Unfortunately, that means...

Yield: a better way to measure results.
February 1, 1999... An executive trying to manage the quality and cost effectiveness of teleservices faces a daunting task. The challenge is to assess the quality of teleservice bureaus - to be able to make intelligent inquiries and to understand the answers - by...

The lowdown on lists.(direct mail business in Latin America)
February 1, 1999... When it comes to direct mail, the United States is a mature market whereas Latin America is still in its infancy. List and database management have only started to crawl. We are beginning to see a movement toward address standardization, but...

Shrink-wrap and click-wrap.(software licenses)
February 1, 1999... When you purchase software for your computer, some packages have a license agreement on the outside that is visible through the plastic wrapping. These agreements usually say that once you open the plastic, you have accepted the terms and...

Marching orders.(niche catalog U.S. Cavalry Inc exploits Internet marketing)(Cover Story)
February 1, 1999... Randy Acton founded U.S. Cavalry as a niche catalog 25 years ago. Now, he's forging ahead by investing in the Internet as the next medium for growth Browse the U.S. Cavalry catalog, and you'll be struck by the breadth of its merchandise...

One message, one voice....(advertising messages in direct marketing)
February 1, 1999... Whenever I teach a seminar or workshop on the basics of direct marketing, we talk about the fact that direct marketing uses a variety of types of media - not just direct mail lists. It's interesting how often businesses overlook the opportunity...

Creating a new media plan - a paradigm shift for catalogers.
February 1, 1999... One of the major challenges faced by catalogers is building the customer or buyer file. There is a lot of misunderstanding on how important this process is. For example: * Start-up catalogers are impatient and want to make money in the...

List research online.(online research as an alternative to using list brokers)
February 1, 1999... ELECTRONIC TOOLS ARE ASSISTING BROKERS, NOT REPLACING THEM Ask anyone directly involved with electronic media, and they will rave about the benefits of tools such as CD-ROMs, e-mail and Web sites. Those heavily entrenched in traditional...

Navigating global waters.(West Marine Inc)
February 1, 1999... WEST MARINE SPREADS ITS RISK BY EXPANDING ITS GLOBAL REACH You're sailing in the Pacific when you lose your anchor. What do you do? Pull out your laptop and e-mail an order for a new anchor from the West Marine catalog, requesting the...

The availability and future of lists in Europe.(mailing lists)
February 1, 1999... The International List universe has grown significantly over the past 10 years and continues to grow. A recent analysis of Acxiom/Direct Media's current list universe indicates it has over 975 million worldwide names available, of which over...

The 1-percent challenge.(Travelers Insurance Co's new marketing program appeals to clients and agents)
February 1, 1999... HOW TRAVELERS INSURANCE CREATED A ONE-TO-ONE MARKETING PROGRAM LIKED BY CUSTOMERS AND AGENTS TOO Travelers Indemnity Company and Aetna Casualty & Surety Company sell automobile and other property and casualty insurance through a network of...

A day in London.(Column)
February 1, 1999... Serendipitous Thoughts The only way I can get my head out of this business is to leave home. Since home is now also office, leaving home means Istanbul, Paris or Tanzania. We spent Thanksgiving week in London and, try as I might, thoughts...