Target Marketing articles from May 1996

Target Marketing archives from May 1996

Direct marketing the world. (global direct marketing)(Cover Story)
May 1, 1996... How to expand your business beyond our borders - and make money doing it The good news for me was being asked to guest edit this special international edition of Target Marketing. The bad news was that it came with a deadline! Normally I don't...

How to raise funds internationally. (fund raising via direct marketing)
May 1, 1996... ADAPT YOUR PACKAGE, ASK LOTS OF QUESTIONS, TEST, CHECK AND CHECK AGAIN Raising funds through direct marketing means using emotions. But emotions are not always perceived the same way - certainly not in countries other than the United States....

Direct marketing in Latin America.
May 1, 1996... CHANGES IN GOVERNMENT BRING POTENTIAL Last fall I led the first U.S. Trade Mission for Direct Marketing to Latin America. Even though I have led 16 earlier Trade Missions to different parts of the globe, I was unprepared for the magnitude of...

A multinational approach. (international direct marketing)
May 1, 1996... MULTINATIONAL, ENGLISH-LANGUAGE LISTS MAKE IT EASY TO TEST MARKETS WORLDWIDE MANY U.S. direct marketers dream about going "international." They know why they should consider other markets: growth, diversification, to position themselves in an...

DM down under. (direct marketing in Australia)
May 1, 1996... AUSTRALIA: KEY TO THE WORLD'S FASTEST-GROWING MARKETS Like the early American settlers in the U.S., Australians see their country as a land of opportunity. Major American catalogers and marketers are beginning to share this view. On the face...

Enhancement - plain or fancy. (statistical models in direct marketing)
May 1, 1996... THE DIFFERENCE BETWEEN ZIP AND HOUSEHOLD MODELING AND WHEN TO USE EACH A 747 is better than a DC-3, a luxury car is better than an economy, and a steak and lobster dinner is a lot better than a burger and fries. On the other hand, a lot of...

List cleaning commandments. (mailing list management)
May 1, 1996... 10 STEPS EVERY MAILER SHOULD CONSIDER TAKING TO ENHANCE AND CLEAN THEIR LIST A quality list or database is one of your most valuable assets. Enhancing, cleansing and analyzing it provides direct mailers, as well as many other companies, one of...

Financial services database marketing.
May 1, 1996... Moving toward a better utilization of data Marketing databases can be an invaluable asset for learning more about your customers, tracking their buying histories and building relationships. Perhaps no greater amount of money is spent in direct...

Up the body count. (political activities of the Direct Marketing Association)
May 1, 1996... From Jonah Gitlitz, president of the Direct Marketing Association (DMA), came a letter asking for access to every one of my company's managers and executives so they can be contacted to participate in the DMA direct* voice lobbying effort. "It is...

Lobbying success means quantity... and quality. (political activities of the Direct Marketing Association)(response to article by Denny Hatch in this issue, p. 76)
May 1, 1996... The DMA over the years has had a very effective track record in winning legislative battles in Congress and at the state level - from use taxes to privacy to consumer protection. Of the many bills that come before Congress and state...