Target Marketing articles from July 1998

Target Marketing archives from July 1998

Nitwits! (most important people in direct marketing process)(Editorial)
July 1, 1998... I am probably the last major mailer who pays full rate for all brokerage services. If you are insisting on discounted services, it's hard to ask for free information. - Martin Edelston Boardroom It was the late guru Dick Benson who said:...

LatinPak targets an untapped market.
July 1, 1998... Understanding the people you market to helps you do it better and smarter. Just ask Vincent Andaloro, general manager and founder of LatinPak. Andaloro himself comes from an immigrant background, which helps him understand the needs of ethnic...

An unlikely catalyst. (direct marketing and the Internet)
July 1, 1998... The Internet is truly a global medium. Unfortunately, many direct marketers are unable to capitalize on this medium because they can't handle the back end. The solution is outsourcing, suggests Bill McNutt, president of Dallas-based International...

Loyalty marketing: an oxymoron.(Column)
July 1, 1998... Loyalty can't be bought. So don't waste money trying to bribe your way into customers' hearts Businesses have three ways, and three ways only, to grow their revenues: 1. Attract more customers. 2. Generate more orders from existing...

Cloning your best customers.(Cover Story)
July 1, 1998... For many years, companies like Claritas, MicroVision, Trans Union and the Polk Company have offered cluster systems, which define customer populations by demographically-defined lifestyle or lifestage descriptions. Developed using statistical...

When not to model. (customer communications research)(Cover Story)
July 1, 1998... FOR CUSTOMER COMMUNICATIONS, RFM PROVIDES PLENTY OF INFORMATION Many companies are using models successfully to improve their response rates and increase profits in marketing to outside prospect lists. To use a model successfully, the marketer...

Cabela's moves from CHAID to CART model. (marketing research models)(Cover Story)
July 1, 1998... What do you do if your models are overestimating the level of response you'll get? That was exactly the problem that Cabela's, a cataloger of hunting, fishing and outdoor gear, was having at the end of 1996 when it determined that the models used...

Catalog creative: the RFMP way. (recency frequency monetary product category customer database information model)(Cover Story)
July 1, 1998... Everyone who has spent any time producing catalogs knows that the process is truly a blend of right brain and left brain activity. In other words, there is almost no aspect of direct marketing that combines creative (the tight brain side) and the...

Reverse engineering. (analysis of Easton Press)
July 1, 1998... EDITOR'S NOTE: I've been trying to do a story on Easton Press since Roosevelt was in office. Each time I call, they decline to be interviewed. So I asked Bob Hacker, president of The Hacker Group, to "reverse engineer" Easton controls to see if...

Win-win upselling. (telephone add-on or cross selling)(includes related article on common problems to avoid in cross-sell programs)
July 1, 1998... ADD-ON PROGRAMS CAN WIN BIG WITH THE RIGHT OFFER, THE RIGHT INFORMATION AND THE RIGHT REPS The art of upselling and cross-selling on the telephone has one absolute golden rule: The customer must win. When the benefit from your add-on sale is...

Online media buying. (Internet World Wide Web advertising)
July 1, 1998... ADVERTISING ON THE WEB IS GETTING INCREASINGLY POPULAR...AND COMPETITIVE To understand how to buy advertising on the Web, you need to understand some basic terms. When Web sites first started to measure traffic in order to sell advertising...

Media potpourri. (adjusting media to tap foreign markets)
July 1, 1998... HOW THREE U.S. DIRECT MARKETERS HAVE ADJUSTED THEIR MEDIA TO TAP THE U.K. MARKET If an offer works in the States, it will likely do well in the United Kingdom. However, the media used to convey your message may vary across the Atlantic. While...

Outdoor enthusiasts. (potentially lucrative target market for sales of goods and services)
July 1, 1998... A Huge Market with an Even Larger Appetite for Goods & Services The great outdoors is a very large place, indeed. Fans of Mother Nature and outdoor activities cross many sectors, including hiking, camping, diving, skiing, boating and even wail...

Freebies from the financial side. (credit card marketers use more premiums in sales strategies)
July 1, 1998... WHY MORE CREDIT CARD MARKETERS ARE USING PREMIUMS Companies spend $23 billion annually on premium, incentive and promotion programs, and the industry continues to grow, it was announced at the Premium Show recently held in New York. Premiums...

Better data means better results. (customer lists and database information in direct marketing)(includes related articles on utility customers, non-profit fund raising firm and privacy protocols)(PerformanceData)
July 1, 1998... The PerformanceData Team - Working Together to Bring You the Highest Quality Lists and Data Lists and data reign supreme in direct marketing. Why? Consider a great offer and superior creative that is sent to the wrong person: Inevitably, it...