Target Marketing articles from October 1995

Target Marketing archives from October 1995

The great new medium: print!(Editorial)
October 1, 1995... In a Saks Fifth Avenue parking garage, I picked up a discarded copy of Time magazine. The issue date: May 14, 1945. It was a reproduction sponsored by Buick to commemorate the 50th anniversary of V-E Day, victory in Europe. It was a helluva...

InterPost leads the way for the post office of the future.
October 1, 1995... WHO IS INTERPOST? As more and more postal systems lean toward privatization, the Dutch Post Office stands alone as an example for all to follow. Formed over 35 years ago, InterPost is the brainchild of two leaders in international postal...

Video marketing gets attention - and results!
October 1, 1995... In a world of mixed messages and missed marketing opportunities, a new and emerging advertising medium is catching the eyes and ears of the buying public. Video Direct Mail, or "V-Mail" in the industry vernacular, is redefining target marketing...

Building business success from computer data.
October 1, 1995... Many companies struggling with the 1990s business challenges need help in becoming information-driven successes. Let me illustrate the issues, the steps and the opportunities by describing a composite direct marketer. John had started the...

Dumbing down what we know. (database marketing)(Cover Story)
October 1, 1995... How to use data without scaring your customers In the late 1960s, a story was circulating through the direct marketing community about a woman in one-of New York City's ghetto areas who called one of the major book clubs to say she had joined...

Catalog database marketing done right.(Cover Story)
October 1, 1995... HOW A CATALOGER'S HOUSEFILE CAN DRIVE SEGMENTATION AND IMPROVE RESULTS! In a recent survey of catalog leaders, only 30 percent admitted that they are "very effective" or "effective" in using the information on their database. The other 70...

Talk to your customers. (database marketing)
October 1, 1995... HOW TO USE YOUR DATABASE TO WRITE COPY THAT SPEAKS TO THE NEEDS OF YOUR AUDIENCE...AND DOESN'T JUST FLAUNT WHAT YOU KNOW Writers of direct response copy understand that what we're really writing is a one-sided dialogue. A sales presentation in...

Reaching seniors: a targeted approach.
October 1, 1995... Seniors are not all alike. They have different political beliefs, different cultural bents, a wide disparity of income levels and buying habits. This group has unparalleled buying power, controlling over 77 percent of all financial assets in the...

Choosing the right shipping materials.
October 1, 1995... There is a difference... Choosing the shipping materials that are right for you is important and can also be an excellent path to greater profits for your company. For example, Accent Packaging Products Division of Century Products, Inc.,...

The smart way to use data. (database marketing)
October 1, 1995... WE HAVE A WEALTH OF LIST AND DATABASE INFORMATION AT OUR DISPOSAL. THE KEY IS TO USE IT SENSITIVELY AND APPROPRIATELY Picture this. You're home one evening opening the mail before supper when you come across a direct mail piece that stops you...

DRTV 2000. (direct response television)
October 1, 1995... THE FUTURE OF DIRECT RESPONSE TV: DOOMED OR BOOMING? Television is headed for some major changes - innovations that will impact the direct response television industry. However, no one knows for sure what shape these changes will take. It is...

Suspect until proven otherwise. (direct mail fund raisers)
October 1, 1995... Many contracts between charities and direct marketing agencies are truly astonishing documents. The scenario described by Attorney General Riddle at left - although fictitious - is, in fact, very, very real. Let's look at the main provisions of...

Cleaning up the shell game. (direct mail fund raising)
October 1, 1995... What is especially galling about the Viguerie-60/Plus scenario is the non-profit status, enabling 60/Plus to mail at non-profit rates. Remember, postage is the most expensive single element of any mailing - unless you have non-profit status....

Who's charging what! (direct marketing creative services)(Directory)
October 1, 1995... Target Marketing's exclusive directory of freelance writers and designers Until 1984 when the first issue of Who's Mailing What!, sister newsletter to Target Marketing, was published, the coterie of men and women who write and design direct...

Reaching America's buyers where they shop. (Supermarket Communications Systems' Good Neighbor Direct message-handling network)
October 1, 1995... Imagine reaching over 140 million people every week. Not at home. Not in the office. But in the supermarket where, armed with debit cards, credit cards and cash, America's shoppers are ready to buy. Good Neighbor[R] Direct, a division of...

Database marketing systems from Service Bureaus. (Software Review)(Evaluation)
October 1, 1995... Reasoning that clients will eventually find the software to store their database in-house, some service bureaus have chosen to provide that software themselves. This gives them a continued relationship with current (and, hopefully new) clients,...

How to acquire customers overseas. (direct marketing)
October 1, 1995... U.S. DIRECT MARKETERS SHOULD CONSIDER A MIX OF MEDIA TO REACH THE GLOBAL MARKET Long before Marco Polo went to China or Vasco da Gama opened the sea route to India, merchants have dreamt of selling their wares in foreign markets. The same...

Guess the winner. (premiums in mailing lists)
October 1, 1995... GIVE SOMETHING FREE AND YOU'LL INCREASE YOUR RESPONSE. BUT THE RIGHT FREEMIUM CAN REALLY MAKE YOUR MAILING A SUCCESS Everybody likes to get something for nothing. So any time you can afford to enclose a useful item in a mailing, test it! And...