Target Marketing articles from June 1999

Target Marketing archives from June 1999

Integrated efforts saves money and increases response.
June 1, 1999... The heating oil supply industry may not be the first field that comes to mind when you think of sophisticated direct marketing. But you don't need to be a retailer or publishing giant to achieve exceptional results from your mailings. ...

Getting "clubbed" out.(consumer loyalty programs)
June 1, 1999... In focus groups across the country we're hearing that people are getting "clubbed" out. They are tired of having to join clubs, earn points or carry cards to get a reward. As marketers, we're making them work too hard and cluttering up their...

10 tips for building a new data warehouse.
June 1, 1999... Building a new data warehouse? If so, one issue that needs to be addressed is whether your data warehouse can grow along with your business. Beverly Chiarelli of Ardent Software's data warehouse business unit suggests several ways marketing...

Transform customer service into a profit center.
June 1, 1999... The new technologies available today allow a customer service center to offer expanded services and become the hub of a company's marketing efforts. Outsourcing has certain advantages in providing supplementary services to generate profit for a...

Address validation and correction.(software)
June 1, 1999... Mail is the end result of comprehensive data quality initiatives. This is true for all mail, but more so for international mail, which can face additional delivery obstacles. International address validation and correction tools can help...

Direct mail: tobacco's last frontier?
June 1, 1999... Out in California, the city of San Fernando passed all ordinance in the first days of May that prohibits outdoor tobacco advertising within 1,000 feet of any area where children might gather. Los Angeles passed similar legislation last fall. In...

Copyright on the Internet.
June 1, 1999... On October 28, 1998, the President signed an amendment to the copyright law entitled the Digital Millennium Copyright Act which was designed to address some of the problems of digital media, particularly on the Internet. In addition, the act...

Rodale press: charting its course.(includes related article on the magazine 'Men's Health's global marketing)(Rodale Books International)(Cover Story)
June 1, 1999... A market-by-market approach helped this publisher build its direct business overseas The pursuit of good health is as universal as the common cold. So when Rodale's book division identified the opportunity international markets held, it...

Blue Sheep: scoring the doors.(international direct marketing)(Cover Story)
June 1, 1999... At the national center for Database Marketing Conference last December, I made tile rounds of the exhibitors and took notes on tile major players. All do the stone thing: help marketers assemble highly-personal data about individual consumers...

The World Wide Web lives up to its name.(Cover Story)
June 1, 1999... Just as the Miss Universe pageant doesn't really, recruit beauty queens from outside the cosmos, the World Wide Web didn't really extend beyond a few Western universities and research centers when Tim Berners-Lee invented it in 1989. But...

Designing a global blueprint.
June 1, 1999... The foundation of any successful international venture starts with a solid marketing strategy. Before you begin plotting, ask a simple question: Why do you want to expand? "Your answer will dictate your approach to the international market,"...

Delighting your customers.
June 1, 1999... 8 TIPS FOR MAKING YOUR COMPANY STAND OUT Timeliness, courtesy and accuracy, distinguish a topflight, customer-centric fulfillment operation. What you do on the back end can not only make your customers feel good about doing business with...

21 reasons to send your customers postcards.
June 1, 1999... Postcards are a simple way to communicate with customers on an ongoing basis, but they're not an automatic replacement for solo mailings. Following are 21 occasions and reasons when postcards might work for your message. 1. Cost: Postcards...

The caser for space.(print advertising)
June 1, 1999... CHEAP TO TEST; QUICK TO TURN Whenever someone calls me looking for advice on how to sell a product by mail, I invariably suggest a wee test in space to see if it fogs the mirror. The reasons: * A great many businesses started with...

Rich media, richer response.(Internet marketing)
June 1, 1999... RICH MEDIA BOOSTS SAGGING CLICKTHROUGHS AND TURNS BANNER ADS INTO A TRUE RESPONSE CHANNEL While internet usage and e-commerce have skyrocketed, banner ad click-through rates have dropped precipitously amid the clamor. While 83 million U.S....

Who's making the Net work?(Internet advertising)
June 1, 1999... TECHNIQUES THAT MAKE THE WEB MORE PRODUCTIVE FOR YOUR CATALOG My first formal introduction to Marks & Spencer, England's giant retailer, was to fly to London to have lunch with the chairman. M&S was considering expanding its direct selling...