Target Marketing articles from November 1998

Target Marketing archives from November 1998

Changes for sweepstakes?(federal government's re-entry into the regulation of sweepstakes promotion)
November 1, 1998... At the end of 1996, Federal Trade Commission repealed the Trade Regulation Rule on games of chance in the food retailing and gasoline industries. Initially the rule was enacted because food stores and gas stations were conducting the contests....

Telemarketing's labor puzzle.(includes related article on good training and supervision)(recruitment of quality telephone representatives)
November 1, 1998... How to attract and keep the winners in today's tight labor markets Second only to the quality of your front-line supervisory staff, the quality of your telephone representatives is key to the success of any phone sales, service or support...

Predictive dialers: better dialing through technology.
November 1, 1998... When you outsource your outbound call center operations for a direct marketing campaign, you want the telephone representatives to talk to humans, not answering machines. You want them to listen to your customers, not busy signals. You want...

Getting the right media mix: integrating the phone with new media.
November 1, 1998... It's important to give customers as many options as possible to reach you. However, when you give customers the option of reaching you by phone, fax and e-mail, problems can arise. All these media coming together in one central location can...

Keeping what's yours: effective telemarketing can yield the hidden potential of customer retention.
November 1, 1998... While business marketers mostly associate telemarketing with new customer acquisition, often they don't realize that keeping existing customers through inbound and outbound call programs can make a greater contribution to the bottom line. ...

Setting up a European call center.
November 1, 1998... If you are marketing to Europe, you need to consider how you'll handle incoming calls from international customers. Will you route the calls to your domestic operation or set up facilities overseas? Language, culture, time and costs are four...

Get 'em while they're hot: are hotline names the most responsive names on the market?
November 1, 1998... Marketers have always been told to evaluate their customers based on the most obvious predictive data: recency, frequency and monetary value. Of the three, recency holds a good deal of influence over the value of a name; someone who's been...

Fleet Financial banks on data warehouse: data mining enables fleet to target the right products to the right customers.(includes related articles)(Fleet Financial Group)
November 1, 1998... Fleet financial group, a Boston-based financial services company with assets of more than $97 billion, is currently redesigning its customer service infrastructure, including a $38 million investment in a data warehouse and marketing automation...

The changing landscape of DRTV.(interview with Direct Resources International founder Andrew Cohen; direct response television)(Interview)
November 1, 1998... ANDREW COHEN, FOUNDER, DIRECT RESOURCES INTERNATIONAL, SHARES HIS INSIGHTS INTO THIS DYNAMIC MEDIUM One of the foremost authorities on direct response television, Andrew Cohen founded Direct Resources International (DRI), a New York-based...

A quality approach: guidelines for buying data quality software.(Resource Directory: Software)(Directory)
November 1, 1998... When evaluating data quality software, you may be tempted to base your decision solely on the latest "bells and whistles" promoted by the vendors - the latest and greatest features which some people assume are the right solution for their...

Bankers as morons.(Famous Last Words)(failure to keep a close interpersonal relationship with customers)(Column)
November 1, 1998... Bob Hemmings is one of the great men of direct marketing. Now in his early 80s and proprietor of the West Coast agency Hemmings IV, Hemmings is dapper, intense, immediately recognizable with his Adolph Menjou mustache and a bone crusher of a...