Target Marketing articles from January 1998

Target Marketing archives from January 1998

Phone-phobia. (experiences with telemarketing calls)
January 1, 1998... I used to dread the nightly barrage of terrible telemarketing calls... until a few good ones snuck through Even though I've been covering the direct marketing industry for more than eight years and therefore appreciate the importance of...

The mIn top 100. (Marketing Information Network)(Directory)(Cover Story)
January 1, 1998... Why look at the biggest lists? In the words of newsletter publisher Bill Josephs: Never test in a market that can not be rolled out in larger volumes. Large universes enable a direct marketer to test and roll out to a single list rather than...

Tapping the adolescent market. (tapping into the readership of 'Seventeen' magazine)
January 1, 1998... One of the hottest publications geared toward young women is Seventeen magazine, a product devoted to providing its audience with information on fashion, beauty, relationships and entertainment. For the first time, Seventeen is proving itself to...

Diane's to-do list. (Diane Silverman; creating a mailing list from the subscribers of 'Reader's Digest')
January 1, 1998... HOW READER'S DIGEST ASSOCIATION BROUGHT A NEW LIST TO MARKET: THE 12 STEPS EDITOR'S NOTE: When the announcement came that Diane Silverman was leaving Doubleday to introduce the Reader's Digest list to the marketplace, I asked her if I could...

From dust to diamonds: using database mining to find the gems among our customers.
January 1, 1998... Let's see & show of hands: How many of us self-professed direct response marketers cringe at the mention of the ever-popular industry term "data mining"? Jargon such as Response Reference, Relational Data Models, Genetic Algorithms or Breeding...

Hot markets for 1998. (international direct marketing)
January 1, 1998... EMERGING MARKETS REPRESENTS POTENTIAL GROWTH FOR U.S. MARKETERS With Asian economic woes causing a ripple effect around the world, is now a good time to hold off on international expansion? Not really. Most of these emerging markets are still...

Sports enthusiasts: from football fans to duffers. (marketing strategies directed to athletes and spectators)(includes related article on mailing lists)
January 1, 1998... The sports enthusiasts market is really two distinct markets: sports fans and sports participants. There's a big difference between the two: Compare the guy who sits in front of the TV with a beer and a bag of chips every weekend watching every...

It all began in '54 ... and look where we are today. (Chicago Association of Direct Marketing)
January 1, 1998... To the readers of Target Marketing: I'm pleased to share with you some highlights of the Chicago Association of Direct Marketing (CADM), on the occasion of the publication of this magazine's first special section on Chicago Direct Marketing Days....

Add some personality to your direct marketing.
January 1, 1998... Sometimes when I give a seminar I play a game called "Pick the Personality." I show slides of four catalog pages and one newspaper ad (with no company names showing), all featuring similar winter snow parkas. I ask the audience if they can...

Dos & don'ts of E-mail marketing.
January 1, 1998... If you're thinking about taking a direct mail campaign and recycling it on the Internet, I've got one word for you: Don't. The Internet is not just a new marketplace; it's a whole new medium, and strategies that generate high response rates in...

How to dissect a list data card.
January 1, 1998... In the important task of researching which lists to mail, data cards are a primary research tool. But remember that the job of the data card is to SELL. So like any sales piece, take it with a grain of salt. Here are a few areas to be wary of....

What's different over there? (international direct marketing)
January 1, 1998... I've spent the better part of 20 years marketing overseas. And I've learned that what looks at first glance to be a very easy task of transporting a campaign from here to there isn't quite so simple. There's more to it than meets the eye. This...

Educational foundation to build endowment in '98. (Chicago Association of Direct Marketing Educational Foundation)
January 1, 1998... 1998 will be a watershed year for the CADM Educational Foundation (CADMEF). "In the past live years, CADMEF has gone from grammar school to high school, so to speak" remarked Janet Viane, CADMEF 1997-98 chair. The Foundation, to date, has funded...