Target Marketing articles from January 2001

Target Marketing archives from January 2001

Want to Look Smart?(new advisory board for Target Marketing)(Brief Article)
January 1, 2001... Don't be afraid of turning to experts. They may know more than you, but you'll come out seeming smarter in the end IT WAS NICCOLO MACHIAVELLI WHO SAID, "The first method for estimating the intelligence of a ruler is to look at the men he...

Ten Customer Service Fundamentals for the Internet Era.(Brief Article)
January 1, 2001... Thou shalt value thy customer. In "Ten Customer Service Fundamentals for the Internet Era," eSupport Now offers tangible advice on getting and keeping online customers. They're getting smarter. They can pick out a canned customer service...

Tmaglobal.(demographic and marketing information services)(Brief Article)
January 1, 2001... Pick up some free demographic and marketing information about a large amount of countries. Provided by tmaglobal, you'll find information about everything from societal demographics, to the quality and types of lists available, to privacy...

Advertising.com.(advice for advertising online)(Brief Article)
January 1, 2001... As Internet growth pushes outdated modes of advertising, like the random banner into cyber limbo, people pushing their products and services should choose an ad firm that's going to get them the most bang for their buck. Advertising.com offers...

Name Finders.(Direct Mail Guide)(Brief Article)
January 1, 2001... If you think "Nixies" are people who supported the Vietnam War, you need the "Direct Mail Guide." Put out by Name Finders, it gives an overarching view of the direct mail process from list prospecting and testing to capturing and maintaining...

MoreVisibility.com.(Brief Article)
January 1, 2001... You may have the best site around for the most specific niche market, but are you sure your site isn't being buried underneath hundreds of others every time someone searches for your product or service? A free report of your site's ranking...

...and stuff to buy.(Simplicity Marketing book review)(Brief Article)(Review)
January 1, 2001... For some, customer fatigue isn't just a concern, it's a way of life. Bombarded by more choices and products than ever before, consumers' brains are getting closer to red-line. In "Simplicity Marketing," authors Steven M. Cristol and Peter...

Direct Marketing University: Threshold of Significance.(Brief Article)
January 1, 2001... You just mailed a seemingly successful test, but is it really better than your control? Testing in a direct marketing environment is based upon principles originally developed by experimental social psychologists. First you choose a single...

Capturing Integrity.(direct mail marketing tips)(Brief Article)
January 1, 2001... Lisa Meredith has a weighty title. As name and address integrity product manager and postal affairs manager for the catalog division at Donnelley Marketing, she's been comparing the integrity of names and addresses captured on Web sites against...

Windows for the World.(usage of mail for marketing)(Brief Article)
January 1, 2001... Windows for the World Watch out for new specifications with the addition of the Planet Code. Standard window sizes of 4 1/2[sim] x 1 1/8[sim] aren't going to work under the requirements of U.S. Postal Service tap tests. Try 4 1/2[sim] x 1...

Thinking Through Package Inserts.(inserts should target correct audience)(Brief Article)
January 1, 2001... Recently, I ordered a CD--a recherche little Ravel Duo for violin and cello--from CDNow. It arrived a few days later. I think it was my first order from this outfit. Included was this insert (at left) for the work of some spiky-haired punks....

The Big Book with the Big Job.(Toys "R" Us Inc. contracted R.R. Donnelley and Sons Co. to print Big Toy Book)(Brief Article)
January 1, 2001... With a one-shot distribution of 56.8 million free-standing inserts in the Sunday paper, the Toys "R" Us Big Toy Book catalog took 85,000 pounds of glue, 11,000 tons of paper and five press sites running for 45 days to make. Pin the enormity of...

Pushing the Carts Through.(Saleoutlet.com increases sales with promotions)(Brief Article)
January 1, 2001... SaleOutlet.com saw a problem--too many ditched shopping carts. How did it bring down the number of abandoned carts by 32 percent and bring sales up an by an almost inconceivable 311 percent? By making the right offer (be it a percentage off...

Who Wants a Cookie?(cookies aid in online shopping)(Brief Article)
January 1, 2001... You know your customers are Web-savvy, but just how savvy are they? With all the hype about privacy, many users are blocking cookies from their browsers. That's not the worst thing that could happen, but if these privacy protectors decide...

Newtonian Marketing.(applying Isaac Newton's laws to marketing technique)(Brief Article)
January 1, 2001... Don't forget what you learned in high-school physics, implores Jerry Shereshewsky, the direct marketer who lists among his claims to fame the creation of Mello Yellow for the Coca-Cola Co. and making online promotional marketing company...

Adding Print to its Media Medley.(The Wedding List)(Brief Article)
January 1, 2001... Recently engaged couples are perfect prospects for virtually any offer. Not only do they need to buy traditional wedding items such as invitations, flowers and dresses for the big day, but they also will be looking to open new lines of credit,...

Bridging the Gender Gap.(statisitics of male and female British Internet users)(Brief Article)(Statistical Data Included)
January 1, 2001... Women now account for 46 percent of all British Internet surfers, according to the latest six-month U.K. Internet User Monitor survey from Forrester Research, which concludes that the male gender bias characterizing the use of the Internet...

When it Snows in New York ...(taking advantage of seasons in Southern hemisphere)(Brief Article)
January 1, 2001... When the temperature tops the thermometer in the United States, it's likely to be snowing in New Zealand. Direct marketers--particularly apparel catalogers--can take advantage of these reverse" seasons in other countries, which present an...

The Telecom Shuffle.(Scandinavia most wired region, businesses relocating call centers there)(Brief Article)
January 1, 2001... The call center business is one of the fatest-growing businesses in Sweden, thanks, in part, to the growth of the Internet. Scandinavia is the most wired region in the world with higher levels of Internet usage and access than the United...

Building a Clicks-and-Bricks Strategy.(Recreational Equipment Inc. expands service in Japan)(Brief Article)
January 1, 2001... Japan is the second largest market in the world for outdoors merchandise, a fact that comes as no surprise to Recreational Equipment Inc. (REI). This past October, the international merchant of outdoor gear and clothing further expanded its...

Economy Ripens in a Post-Apartheid Era.(South Africa offers opportunity for direct marketers)(Brief Article)
January 1, 2001... South Africa represents a prime opportunity for direct marketers. Its economy is growing, and its people are receptive to offshore direct mail offers, which give them access to additional services and products not available within the domestic...

Your Best Customers: TREAT THEM WELL!(repeat customers deserve special treatment)(Brief Article)(Column)
January 1, 2001... THERE ARE SO MANY conferences, articles and books about CRM (Customer Relationship Management). It seems like all these marketers are learning great strategies about how they should be treating customers. So why aren't companies I deal with...

Offer Development and MARKETING STRATEGIES.(training customers not to expect promotions)
January 1, 2001... Welcome to "Catalog Watch," a new monthly feature in which catalog specialists from J. Schmid & Assoc., Shawnee Mission, KS, will present some of the salient issues in the world of cataloging. From creative development to merchandising...

TAP THE POWER.(affiliate marketing)
January 1, 2001... AFFILIATE MARKETING AND BREEDING LOYALTY THROUGH COMPELLING CONTENT ARE TWO WAYS TO SNAG YOUR 'NET SHARE THE INTERNET IS no longer new media. You know you've got to use it to its fullest potential. Online initiatives, such as affiliate...

Finding Content With WIRELESS Advertising.(Ericsson Mobile Internet Applications conducts wireless advertising study)(Brief Article)(Statistical Data Included)
January 1, 2001... The three Rs will be fundamental in driving advertising to personal wireless devices. Reaching the customer at, "the right time, the right place and in the right context," will not be a mere plus for the medium, it will be absolutely...

Flush Out the Tire--Kickers.(how to find customers buying intentions)(Brief Article)(Column)
January 1, 2001... 5 TIPS ON HOW TO GET INQUIRERS TO REVEAL THEIR TRUE BUYING INTENTIONS MY CLIENT WAS GROUSING. "It isn't fair to call our inquirers liars, but they don't tell us much about themselves. Our salespeople say these inquirers are not qualified,...

Building a 360-degree View of Your Customer.(Brief Article)
January 1, 2001... Knowing your customer and what motivates that customer to buy is crucial to any direct marketing effort. But in a world where customers--and companies--are constantly changing and evolving, how can you be sure that your marketing team has what...

Direct Mail Sows Solid Relationships.(Quality Stores Inc. marketing strategies)
January 1, 2001... BEFORE LOYALTY MARKETING was all the buzz, a Midwest home improvement retailer, Quality Stores, began working its house-file data to find and reward its loyal customers. That was in 1991, and during the last decade, the Muskegon, MI-based...

Working the Phone as a CRM Tool.(customer relationship management)(Column)
January 1, 2001... 7 RULES FOR PROSPECT AND CUSTOMER RELATIONSHIP MANAGEMENT IN A CALL CENTER ENVIRONMENT SUCCESSFUL PROSPECT and Customer Relationship Management (P/CRM) requires the coordinated leveraging of multiple communications channels. With this in...

Finding the Right LIST BROKER.(using lists to maximize direct marketing)
January 1, 2001... LET'S BACK OFF from Web design, database marketing, modeling, interactivity and all the other high-falutin, high-tech terms that have spread through direct marketing like an out-of-control, metastasizing cancer. Direct marketing is, quite...

Exact Date of Birth.(America at Lrge database)(Brief Article)
January 1, 2001... The America at Large database has a whopping 36 million names, and gives a detailed snapshot of consumers on file. Choose from multiple selects including exact date of birth and Nielsen Counties. The base list price is $60/M and telephone...

Rockler Files.(Rockler Woodworking and Hardware catalog reaches 169,000 customers)(Brief Article)
January 1, 2001... Reach 169,000 hands-on, plan and tool buyers from Rockler Woodworking and Hardware catalog. These buyers spend an average of $76 per purchase and know the value of a job well done. The base list price is $75/M.

Christian Consumers.(independent Christian bookstores have 299,000 customers)(Brief Article)
January 1, 2001... Have faith that the 299,000 customers of independent Christian Bookstores across the country will respond to your offer. Select for mail-order-responsive individuals. The base list price is $85/M.

The Art Store.(mailing list)(Brief Article)
January 1, 2001... Reach more than 200,000 hobbyists with this retail-acquired file of creative people. The Art Store has a huge selection of art products and materials for artists who have discerning taste and who live in major U.S. cities. It's a great test for...

Stratford Students.(Stratford Career Institute has file of 500,000 students)(Brief Article)
January 1, 2001... They can tell you the conversion rate from miles to kilometers in the time it takes to straighten their mortar boards: Distance learners have it all. This brand new file of nearly 500,000 students and inquiries is full of people throughout...

Hi-Tech Hispanics.(mailing list of Hispanic families)(Brief Article)
January 1, 2001... This list of more than 1 million Hispanic families is selectable by specific electronic products. More than 300,000 families on this list are computer owners, and more than 90 percent have indicated the presence of children in their households....

Have Teens, Will Buy.(NationsBest reaches 1.6 mil households with catalog)(Brief Article)
January 1, 2001... Reach 1.6 million households with children 16 to 18 years of age. All have made credit-card purchases from NationsBest, a mail-order purveyor of clothes and accessories. The base list price is $55/M.

DeSantis Collection.(has 17,000 customers)(Brief Article)
January 1, 2001... The Desantis Collection catalog offers the finest apparel for the well-dressed man. The average income for this 17,000-name, 66-percent male list is more than $100,000. The base list price is $115/M.

Arts & Antiques.(mailing list)(Brief Article)
January 1, 2001... Reach 9 million people with more culture than a block of gouda. Intense interest in things such as fine art and antiques is a given. This list, compiled from self-reporting surveys, is a good target for high-end art, upscale furnishings,...

Business Book Buyers.(Bergano Book Co. has some 20,000 customers)(Brief Article)
January 1, 2001... Nearly 20,000 customers of the Bergano Book Co. are available for targeting worldwide. The technical training manuals, professional books and software go to the world's major industrial companies, government, ministries and technical libraries....

ISF Sweepstakes.(mailing list)(Brief Article)
January 1, 2001... The 8,000 people on this list have their eyes on the prize. They've completed and returned their order forms to activate entry in a $15,000 sweepstakes. Buyers on this list have paid [pound]9.99 to get special consumer coupons for car rentals,...

Best Impressions.(mailing list of 30,000 customers)(Brief Article)
January 1, 2001... Reach nearly 30,000 business buyers who use the Best Impressions catalog when making those important choices: "Should we give flashlights or pocket-knives this year?" Chock-full of custom-printed promotional items, Best Impressions offers its...

Practicon Dental.(mailing list of 92,000 professionals)(Brief Article)
January 1, 2001... Take a bite out of this list of 92,000 dental professionals who have purchased from Practicon Dental. This catalog features safety and protection products, operatory supplies and office products. The average unit of sale is $100. Base list...

MUSIC Execs.(music mailing list)(Brief Article)
January 1, 2001... Nearly every area of the music industry is covered in this 8,000-name compiled list including orchestras, opera companies, music schools, critics and managers. The base list price is $60/M, and many selections carry no extra charges.

Industrial-Strength Mailing List.(from Dozier Equipment)(Brief Article)
January 1, 2001... This list of 17,000 catalog buyers contains industrial safety equipment buyers. Dozier Equipment is the premiere catalog of material handling and storage equipment. Base list price is $90/M.

Arizona Mail Order Package Insert Program.(for catalogs)(Brief Article)
January 1, 2001... Your insert can reach mature, fashion-conscious women who have purchased from catalogs such as Old Pueblo Traders, Unique Petite and Intimate Appeal. Maximum Size: 5 1/2" x 8 1/2". Projected counts run from mid-150M to 300M monthly. The base...

Jester.com Catalog Inserts.(are now available)(Brief Article)
January 1, 2001... Get your blow-in or bind-in into this catalog that reaches more than 5 million Generation Yers. The Jester.com site is host to a 3D chat room, and features products that also are available in the catalog. Price is $32/M for 200M to 500M.

Columbia House DVD Club.(reaches 200,000 people with its mailings)(Brief Article)
January 1, 2001... Reach 200,000 people who know how to watch movies. Get your insert in fulfillment packages sent to Columbia House DVD club members. Maximum size: 5 1/2" x 8 1/2". The price is $45/M.

HITTING THE SLOPES.(marketing to skiers)
January 1, 2001... MOUNTAINS OF POTENTIAL RESIDE IN THE SNOW SPORTS MARKET IT IS A SPORT that has grown from a couple of barrel staves strapped to the feet of a few brave travelers, to a popular regional pastime complete with a variety of equipment, its very...

Are You Ready for the CHANGES AHEAD?(in the list industry)(Brief Article)(Column)
January 1, 2001... WHEN OFFERED THE CHANCE to introduce this new column for Target Marketing, it pleased me to know that, as a group, we now have another forum to voice our opinions about the list industry. Each month, this space will be devoted to discussing...

A Reason to Hate E-mail.(e-mail marketing)(Brief Article)(Editorial)
January 1, 2001... A FEW DAYS after returning from the DMA Conference in New Orleans, I received the following e-mail: DMA participants, We would like to thank you all again for taking the time to stop by our booth at the DMA show in New Orleans. It was...