Target Marketing articles from March 1996

Target Marketing archives from March 1996

Customer delight. (customer service)(Editorial)
March 1, 1996... It was a fascinating meeting I had with my co-author for a new book of direct marketing rules to be published by NTC Business Books next year. Where do you start? Don Jackson, my co-author, proposed the following: RULE #1: Ask yourself, "What...

Meeting the new sales rule. (telemarketing)(Ideas You Can Take to the Bank: Nuts 'N Bolts)
March 1, 1996... Direct marketers who want a better handle on the Federal Trade Commission's (FTC) new Telemarketing Sales Rule may want to look at a pamphlet provided by the Direct Marketing Association (DMA). In "Facts for Business: A Business Check List for...

Getting customers to your Web site. (promotion; World Wide Web)(Ideas You Can Take to the Bank: Nuts 'N Bolts)
March 1, 1996... You're keeping up with the Joneses and are marketing your products on the World Wide Web. Unfortunately, that's not all there is to it. It is important to promote your home page both online and off. Use some of these helpful tips from Web...

Marketing trends. (Africa)(Global Update)
March 1, 1996... Global expansion can be both exciting and scary. If you're thinking about heading into Africa, keep in mind that the second largest continent on the planet consists of 55 countries and hundreds of tribes and languages, a marketer's nightmare...

Small databases, big opportunities. (Cover Story)
March 1, 1996... Marketers can leverage the information already in their house files. For instance, even a 500-name B-to-B database can generate big profits Many of the Fortune 1,000 consider small business-to-business databases as orphans. Containing as few...

An eagle's eye view: a different perspective on analyzing a marketing database.(Cover Story)
March 1, 1996... The eagle glides slowly over the rough terrain. As it soars, its brain is flooded with data. Each keen eye soaks up masses of data on shapes and colors. Its brain adds data on the distance to each object by triangulating between its two eyes....

How a service bureau safeguards data. (TRW)(Cover Story)
March 1, 1996... As direct marketers, we place our most valuable data in the hands of service bureaus. At trw, here's how they keep your information secure. January 8, 1996. It is still snowing after 30 straight hours. Thirty inches in 30 hours. Philadelphia...

Reaping what they sow.(Cover Story)
March 1, 1996... For the past decade, targeted integrated direct marketing (IDM) efforts have proven effective and valuable to the business-to-business marketer. IDM is no "flash in the pan." Today, one can arguably assert that IDM is "the" marketing approach....

Database-driven PR. (public relations)(Cover Story)
March 1, 1996... Getting to the newsworthy source Content-driven. It's not just a new way of looking at the new media that Marshall McLuhan predicted a few years back. (You know, books becoming the stuff of film, then TV, CD, CD-ROM and so on.) It has also...

Packaged goods database marketing; the past, present and future.(Cover Story)
March 1, 1996... Quite often, marketing professionals will ask, "What's going on in Packaged Goods Database Marketing?" This question is posed as often now as it was ten years ago. Perhaps it's more properly phrased, "Is anything going on in...?" All too often...

Software round-up. (includes related article)(Cover Story)
March 1, 1996... SELECTING THE BEST SOLUTION FOR YOUR DATABASE MARKETING SYSTEM Traditionally, marketing departments have relied on outside vendors or MIS departments for their necessary data. But now, competition is tougher and information must be immediately...

Buying paper in 1996.(Production)
March 1, 1996... A GLIMMERING LIGHT AT THE END OF THE TUNNEL? After last year's volatile pace, paper buyers may be able to relax a bit as the market begins to regain its balance in pricing as well as supply. Many paper suppliers are bordering on optimism for...

Where a hobby became a business.(Mail Order Entrepreneur)
March 1, 1996... AT THE EASTWOOD COMPANY, WORK IS PLAY AND THE CUSTOMER IS THE REAL BOSS By the time he was 18, Curt Strohacker had owned 46 automobiles. One at a time. The exception was a brief period when he owned four Austin Healeys. Of course, in Chicago...

Direktmarketing in Deutschland.(International)
March 1, 1996... GERMANY: A TASTE OF HOME IN THE HEART OF EUROPE If Europe is your target, consider Germany the bull's eye. Boasting a population of 80 million the largest within the European Union (EU) - Germany is a leader in a newly unified Europe and the...

Taking your best shot.(Testing)
March 1, 1996... HOW TO BUILD AND USE A SIMPLE TRADE-OFF DECISION MODEL When planning a project and trying to make decisions about which alternatives to test, you are often confronted with situations that force you to make trade-off decisions. For example, in a...

Guess the winner.(Creative)
March 1, 1996... NOT ALL OFFERS ARE EQUAL. GIVE PROSPECTS SOMETHING DESIRABLE AND YOU'LL LAUGH ALL THE WAY TO THE BANK! Are the best things in life really free? That's a question usually left for philosophers and song writers to ponder. But, when it comes to...

Picking the right agency.(Directory: DM Advertising Agencies)
March 1, 1996... Doing Your Homework and Asking Enough Questions Enhances the Process Having spent most of my career with direct marketing agencies, I may not be totally objective, but I feel an agency can add a lot to the success of your program. The trick...