Target Marketing articles from March 1999

Target Marketing archives from March 1999

Building a house list with online sweeps.(Internet sweepstakes)
March 1, 1999... If you want to undertake an opt-in e-mail campaign based on a house e-mail list, first you need a house e-mail list. You have a few options: collect e-mail addresses from your mail- or phone customers, rent lists from outside companies and wait...

Betting on loyalty marketing.(casinos shift to database marketing)(Cover Story)
March 1, 1999... ODDS FAVOR THE HOUSE AS THE GAMING INDUSTRY EMBRACES DATABASE MARKETING AS A STRATEGIC WEAPON Americans continue to show strong support for gaming as an entertainment activity. An overwhelming majority of U.S. adults 92 percent - say...

Customer newsletters: the chance to show & tell your customers you love 'em.
March 1, 1999... Early in my direct response writing career, I learned that customer newsletters were one direct mail format with which I wanted no involvement. From what I could tell from my first few experiences, customer newsletters were: * boring...

How Safeway built loyalty - especially among second-tier customers.(Safeway Savings Club)
March 1, 1999... While the best-known loyalty, programs are airline frequent-flier plans - many of which have worked extremely well - companies in other industries are having successes, too. This is the story of the Safeway, Savings Club built by PreVision...

Frequency marketing: keeping loyalty program costs in check.(Cover Story)
March 1, 1999... Programs designed to engender loyalty and increase share of customer historically have not been designed to cut corners. Like all marketing programs, even the best-run frequency marketing program needs to be adequately funded. Typically, a...

Selling short: why short-form DRTV is on the upswing and how to make it work.(direct response television spot; one to three minutes)
March 1, 1999... A short-form direct response television spot is something of a mutt. Running one to three minutes, it's not long enough to be an infomercial, but with its distinctive call to action, it's far too practical to be simply an overgrown 30-second...

More ... what do you do?(company-by-company analysis of what database services suppliers do)
March 1, 1999... Last month, we presented Denny Hatch's report from the National Center for Database Marketing Conference held in December. Here, we continue his company-by-company analysis of what various database services suppliers do. The following marketing...

Call blending: technology, procedures and human factors are all critical for success.(Special Report: Telemarketing)
March 1, 1999... Technology, procedures and human factors are all critical for success Recently, there has been a tremendous push among call center operators to move to a blended environment in which a single call center operation manages both inbound and...

Good will hunting: how to create, cultivate and keep your prospects' good will.(Special Report: Telemarketing)
March 1, 1999... If yours is a sales driven organization, your customers are your most precious commodities. For that reason, it's safe to assume that you love them. The question is: Do your customers love you back? If your sales efforts include telemarketing,...

The accessibility answer: it's time for true multi-channel customer service.(Special Report: Telemarketing)
March 1, 1999... One of these days customers will get service just the way they want it. Bob likes the Internet, so he logs on to a service Web site and chats his way to an answer to the question: "Why does my 14-speed blender only seem to have 12, anyway?" At...

European list experience: list strategies that worked for 3 US direct mailers.(includes related article on a list rental checklist)
March 1, 1999... It's been said the success of a direct mail campaign depends 40 percent on lists. International campaigns are no exception. Here three U.S. direct marketers share their experiences with local, in-country lists in Germany and the United Kingdom....

African Americans: don't overlook this important and growing market!(Market Focus)(Column)
March 1, 1999... According to Marlene Rossman in Multicultural Marketing: Selling to a Diverse America, there is a "secret" marketplace in America. one that has been virtually ignored this marketplace is made up of African Americans, Asian Americans and...

It's the offer, stupid!(Famous Last Words)(Column)
March 1, 1999... Forget advertising that gives you the warm fuzzies and focus on getting response When you reach a certain age, the first thing you turn to in the morning newspaper is the obituaries. I started when I reached nine. Here's one, as...