Target Marketing articles from May 1998

Target Marketing archives from May 1998

Merger mania. (mergers and acquisitions of direct marketing suppliers)
May 1, 1998... As more direct marketing suppliers join forces, fewer know what their new organizations do! There's been a rash of mergers and acquisitions in the direct marketing industry in recent months. Both among marketers themselves and on the supplier...

Taking on content. (Land's End's catalogs)(includes related article on catalog square-inch analysis and companies who have added editorial contributions to their catalogs)(Cover Story)
May 1, 1998... Land's End adds more shelf-life to its catalogs with fiction and puzzles THINK ABOUT THIS: The Direct Marketing Association estimates the average household receives 1.7 catalogs per week. The direct marketing shopper is probably not in your...

Co-op databases. (cooperative database between direct marketing companies)(Cover Story)
May 1, 1998... SALVATION? OR ARE CATALOGERS SIMPLY SITTING AROUND IN EACH OTHER'S BATH WATER? Co-op'er-a-tive, adj. 1. Involving cooperation 2. Willing to act with others The definition alone brings to mind families coming together to harvest their...

Catalog creative breakthroughs.(Cover Story)
May 1, 1998... 7 SECRETS OF THE PROS THAT WINNING CATALOGS ARE USING TODAY The big ideal What direct marketer has not dreamed of coming up with that totally unique, breakthrough concept like the "Johnson Box" or the negative option club or another creative...

From paper to cyberspace. (taking print catalogs to the Internet)(Cover Story)
May 1, 1998... TWO CASE STUDIES DISPLAY THE CHALLENGES OF TAKING A PRINT CATALOG TO THE INTERNET Many of the hottest catalogs around have found second homes on the World Wide Web. However, moving from paper to the computer screen takes a great deal of time...

Creativity boosters. (13 strategies to make creative direct mails)
May 1, 1998... 13 STRATEGIES TO GIVE YOU A CREATIVE JUMP-START Creativity isn't magic. Creativity is taking what you know to be true - whether factual or instinctive - and looking at it from a new perspective. It's rearranging what you know to solve problems,...

Doing business on the phone.
May 1, 1998... STRATEGIES FOR CREATING A B-TO-B TELEMARKETING CAMPAIGN THAT ACCOMPLISHES YOUR COMPANY'S GOALS More and more companies are turning to the telephone as a means of complimenting the efforts of their outside sales organizations. Some companies...

Safeguarding customer lists.
May 1, 1998... WHAT CONSTITUTES A "TRADE SECRET" IN THE EYES OF THE COURTS? EDITOR'S NOTE: The main asset of any mail-order company or fund-raiser is its customer list, made up of folks whose business has been bought through blood, sweat, tears, testing and...

How to target smarter. (market segmentation through geo-demographics)
May 1, 1998... USING GEO-DEMOGRAPHICS TO SEGMENT YOUR MARKET FOR MORE ACCURATE TARGETING Direct marketers are always looking for ways to better target their market. And, one of those ways is to use a segmentation system. But for your segmentation system to...

Weddings: a $35 billion market. (bridal lists)(includes related article on alternate print media)
May 1, 1998... A $35 Billion Market Each year an estimated $35 billion is spent on 2.4 million weddings in the U.S. That's an average of $15,000 per wedding. Engaged couples are voracious consumers. Not only do they need to purchase products and services -...