Target Marketing articles from July 1996

Target Marketing archives from July 1996

After the order.... (customer retention strategies)(Cover Story)
July 1, 1996... The sale begins when the customer says "yes" So you got the order. Now what?" asks Bill Christensen, president of Financial Direct, an Ellicott City, MD-based agency specializing in subscription and financial services direct marketing. If...

Make it easy to order. (designing catalog order forms)(Cover Story)
July 1, 1996... DESIGN YOUR CATALOG ORDER FORM TO INVITE COMPLETION AND GET MORE ORDERS Catalog marketing is a perception business. Customers don't feel the goods - they perceive them. The presentation of merchandise in your catalog is important because it's...

Drowning in data. (customer data)(Cover Story)
July 1, 1996... MARKETERS ARE THIRSTING FOR KNOWLEDGE ABOUT THEIR CUSTOMERS. AND IN MOST CASES THEY HAVE IT...SOMEWHERE IN THEIR DATABASE As the global economy transforms, new markets will emerge and traditional markets will close. Customer retention, once...

Fulfillment on the 'Net. (online marketing)(Cover Story)
July 1, 1996... IT'S IMPORTANT TO MAKE SHOPPERS FEEL CONFIDENT ABOUT DOING BUSINESS ONLINE Successful fulfillment in cyberspace can be attained by properly integrating an online database with existing fulfillment information and other database management...

How to promote your Web site.(Cover Story)
July 1, 1996... Establishing a presence on the World Wide Web is a significant achievement. However, a home page with an excellent fulfillment system doesn't mean much unless you are prepared to devote some time and money promoting your site to potential...

Getting paid overseas. (currency problems in international direct marketing)
July 1, 1996... How to market abroad without getting hit by currency devaluations International Direct Marketers are confronted with myriad rules and regulations, cultural do's and don'ts, languages and currencies. Because getting paid is the most important...

After the commercial airs. (television advertising)
July 1, 1996... IF YOUR DIRECT RESPONSE TV SPOT HITS THE JACKPOT, CAN YOU HANDLE THE DELUGE? It takes more than flawless creative, a powerful offer and the best daypart to execute a profitable DRTV campaign. When your potential customers pick up their phones,...

Tracking is essential ... and ongoing. (direct response television campaigns)
July 1, 1996... Direct response television (DRTV) is an advertising method for which testing is ongoing. Tracking what is tested must parallel this process because it will quickly reveal whether or not the testing procedure is successful. An advertiser, with...

Controlling printing costs.
July 1, 1996... YOU NEED TO UNDERSTAND THE PRINTING PROCESS BEFORE YOU DESIGN YOUR MAIL PIECE Controlling Printing costs requires a basic understanding of the printing business. To get the best possible printing price for the dollar, you must consider...