Target Marketing articles from November 1999

Target Marketing archives from November 1999

Easier Said Than Done.(Brief Article)
November 1, 1999... CATALOGS SEEMED THE LOGICAL PLACE to start looking for a story on upselling and cross-selling. They tend to have such a breadth of product offerings that it would only make sense for them to try to sell more stuff to their existing customers....

INTERNET.(Brief Article)
November 1, 1999... E-branding offers a wealth of opportunities for marketers to establish and enhance their brands. Many of these opportunities provide incredible interactive possibilities that enable companies to sell to an individual, rather than a demographic....

FREQUENCY MARKETING.(Brief Article)
November 1, 1999... As the Web has become frequency marketing's newest hotspot, Web sites are attempting to improve visitor frequency in order to keep up with their ever-growing competition. Colloquy, a quarterly newsletter published by Frequency Marketing,...

and stuff to buy.(Brief Article)
November 1, 1999... In a business world where industry players are selling practically the same products at the same prices to the consumer and at the same cost to the marketer, the only real source of sustainable competitive advantage is the sales channel: how...

ADVERTISING METHODS.(Brief Article)
November 1, 1999... Pick up any map, of any state or country, and you will probably discover that the combined population of small towns far outnumber the larger cities. Furthermore, the combined sales of these small-town entrepreneurs also dwarf their much larger...

Brochures on Demand.(Brief Article)
November 1, 1999... Whirlpool Corp., whose offerings include hundreds of products from dishwashers to dehumidifiers, wanted to make it easier for customers to choose those products that best fit their needs. The fully customized solution Whirlpool now uses allows...

Make Your Otter Stick.
November 1, 1999... When sending goodies to boost response, it's essential to look at the cost-to-value ratio and the return on investment (ROI) numbers before rolling out. In 1996, Marsha Whitney, a 3M authorized distributor of cleaning, polishing and...

DM CAREER CORNER.
November 1, 1999... The New Rules of Reference Checking Reference checking can be tricky both for the former employer giving the reference and for the company checking the reference. The rules of reference-checking fall under the Fair Credit Reporting...

Call Center Time/Payroll Automation.
November 1, 1999... Call centers can bid time clocks and swipe cards goodbye: New systems are available which automate time and attendance management, leading to more accurate paychecks. One such software package is CenterWatch, designed for the teleservice...

Mixing up Online Media.
November 1, 1999... Direct marketers already know how to sell online. That's because online consumers are the same people they've been selling to since the dawn of direct mail, and the motivators that inspire those, consumers are the same. However, what direct...

When Databases Connect.(Stamats Communications uses Brauch online fulfillment system)(Statistical Data Included)
November 1, 1999... Multititle publisher takes new fulfillment approach to speed delivery, cross-sell and cut waste Lengthy lag times and repeat mailings irritate magazine subscribers, but what can be done? Now publishers who mail large quantities of...

Self-Service Lead Generation Online and On the Road.(Brief Article)(Statistical Data Included)
November 1, 1999... Small and mid-sized direct marketing businesses, especially start-ups, must act swiftly and economically to survive and grow. Traveling sales reps need local contacts, sales directors want detailed firm information for their records, recruiting...

Letters to the editor.
November 1, 1999... IN DEFENSE OF SWEEPSTAKES Dear Alicia: I take heated issue with the commentaries written by both you [On Target, "A Clean Sweep of Sweeps," p.5] and Denny Hatch [Famous Last Words, "Is There a Spin Doctor in the House?" p. 122] in the...

The 5 Rules of Web Globalization.(Brief Article)
November 1, 1999... Come 2005, one out of every six Internet users will speak a language other than English. This makes a Web site that speaks multiple languages and contains country-specific content essential. The first hurdle associated with a global Web...

Extending Upselling & Cross Selling Efforts.(Statistical Data Included)
November 1, 1999... UPSELLING AND CROSS-SELLING EFFORTS ARE NO LONGER AN AFTERTHOUGHT, BUT A CORE STRATEGY. LILLIAN VERNON AND AMERICAN CENTURY INVESTMENTS SHARE DETAILS OF TWO VERY DIFFERENT UPSELLING PROGRAMS EVERY GOOD RETAIL salesperson upsells--this...

The Secret to Successful Upgrade & Cross-Sell Offers.(Brief Article)(Statistical Data Included)
November 1, 1999... YOUR OFFER IS the proposition you make to your prospect or customer. It is what you are willing to give in exchange for his or her response. Offers can solve marketing problems, differentiate you from your competition and help achieve sales...

The Tools You Already Have.(for cross selling)
November 1, 1999... WHAT IF YOU had excellent cross-selling tools that customers were almost certain to open? Chances are you already do. Your transaction documents, monthly statements, bills, notices and policies are ready vehicles for targeted messages that...

Bridge the Gap Between Online and Off-line Customer Profiling and Personalization.(Brief Article)(Statistical Data Included)
November 1, 1999... IN TARGETED AND one-to-one marketing today, the conversation always revolves around a few subjects. Mass customization is one of the main mantras. Companies are being compelled today to engage customers in unprecedented levels of...

Content That Works on the Web.
November 1, 1999... IMPROVE SITE USABILITY WITH CONTENT ANALYSIS HAVE YOU TRIED to buy something lately on the Web? Sometimes it works--you find what you need right away, you can immediately order it, and there is sufficient feedback to let you know that your...

International By Design.(Peruvian Connection enters German market)
November 1, 1999... ADDING GERMANY INTO ITS GLOBAL MIX, PERUVIAN CONNECTION EXPANDS ITS OPERATION WHEN PERUVIAN CONNECTION decided to tackle the German market it realized the launch would be "trickier" than its earlier entry into the United Kingdom because of...

Go Single or Co-Mingle?(direct mail strategies)(Statistical Data Included)
November 1, 1999... THE CHOICE OF SOLO, MASS OR CO-OP MAILING DEPENDS ON AVERAGE ORDER SIZE AND FREQUENCY IF YOU'RE ON a limited budget, you only have time and resources to create direct mail that works. How do you decide whether traditional direct mail, mass...

Sun Rises on Web Teleservices.(Brief Article)
November 1, 1999... IS IT E-COMMERCE? Is it telephone sales? These days, the distinction is harder to make as Internet and call center technologies converge. Despite the buzz about e-commerce, call centers will remain strategically important to business and even...

Improving Rep Performance.(representative performance in the telemarketing industry)
November 1, 1999... Putting monitoring to work to increase call quality RECENTLY, WAS in a restaurant in Chicago where on the wall was displayed a 100 percent score on the health inspection. What better testimony could there be to the restaurant's quality? ...

Trade Secrets.(tips for marketing databases)
November 1, 1999... REVIEWING MARKETING DATA OVER TIME CAN REVEAL SOME POWERFUL INFORMATION IN A PREVIOUS article, ("Segmentation Secrets," Target Marketing, Sept. 1999, pp. 58-62) we examined some of the secrets that are typically uncovered when reviewing...

SELLING THE MILLENNIUM.(Brief Article)
November 1, 1999... I bet that more than a few marketing managers are breathing sighs of relief, as they have an easy out in the creation of the primary sales hook for their fourth quarter marketing campaigns for both this year--and perhaps the next. Even though...

Dig Magazine.
November 1, 1999... Target 23,571 active subscribers to Dig magazine, the new children's publication from the Archaeological Institute of America. Published bi-monthly, Dig educates preteens on subject matter that includes archaeology, history, art, mathematics,...

Members' Marketplace.
November 1, 1999... Reach the 234,797 12-month mail-order buyers who purchase from Members' Marketplace, the source for essential auto, travel, safety, home and apparel products. These buyers possess the necessary disposable income for quality goods and spend it...

Dog Owners.
November 1, 1999... Reach 2,659,037 individuals who have responded on a household questionnaire that they own a dog. The dog owners in this file are considered ideal prospects for all offers involving pets, the outdoors, entertainment, apparel, travel, sporting...

Harriet Carter Catalog.
November 1, 1999... These 3,800,000 mail-order buyers are exceptionally responsive American consumers who purchase a variety of merchandise including housewares, cooking/kitchen merchandise, collectibles, decorative accessories, books, healthcare products,...

Maplewood Crafts Catalog.
November 1, 1999... These 24,564 buyers have purchased an assortment of crafts and accessories ranging from plastic canvas and crochet hooks to painting supplies and embroidery kits from the Maplewood Crafts catalog. Predominately female, these consumers have...

Software Strategies.(Brief Article)
November 1, 1999... Recipients of Putman Publishing's Software Strategies magazine are middle-and upper-level management involved with the computer-related purchasing decisions within their manufacturing plants. These professionals are responsible for buying and...

Response Mail Express.(Brief Article)
November 1, 1999... Target 35,586 buyers/inquirers to Response Mail Express Letter Service. These advertising and sales executives, business owners and accounts-receivable personnel are looking for ways to dramatically increase their direct mail response compared...

Alley Cat News.(Brief Article)
November 1, 1999... Target the 17,144 investors, venture capitalists, bankers, investment banks and professional service providers who subscribe to Alley Cat News, investment opportunities in Silicon Alley. This brand new list is an excellent source for all your...

Small Business Owners.
November 1, 1999... This list of 4,304,214 local leaders and influential individuals represents small business owners in manufacturing, wholesale, retail and service businesses. This list will be successful for business publications, newsletters, office products,...

EDN Magazine.(Brief Article)
November 1, 1999... Target engineering decision-makers in North America responsible for electronics expenditures in the $700 billion electronics DEM marketplace with an e-mail list from EDN magazine. Reach design and development engineers, managers, technical...

Auto Enthusiasts.
November 1, 1999... These car lovers run the gamut from antique aficionados to racing fans ENTHUSIASM IS DEFINED as being an "absorbing possession of the mind by an interest, study or pursuit" (New American Webster College Dictionary). So by definition, auto...

New lists from mIn.(Statistical Data Included)
November 1, 1999... MARKETING INFORMATION NETWORK (mIn) is a service to list brokers that keeps track of virtually all published American and Canadian lists, card decks and alternate media opportunities. mIn's computers house information and data cards on about...

The PBS-Democratic List Swap Brouhaha IT'S AN EGO THING.
November 1, 1999... HER FOUR-YEAR-OLD loved Barney. To say thank-you to Public Television for bringing Barney into their home, the tot's mom mailed a check to WGBH in Boston. Shortly thereafter, she received a fund-raising appeal from the Democratic National...