Target Marketing articles from October 1997

Target Marketing archives from October 1997

Renaissance man. (includes related article on Agora Publishing's in-house list manager, Beth Dent)(Direct Marketer of the Year: Bill Bonner, Agora Publishing)(Cover Story)
October 1, 1997... DIRECT MARKETER OF THE YEAR: BILL BONNER, AGORA PUBLISHING Three secrets to this hands-off entreprenuer's success? Brilliant copy, an unconventional corporate culture and a contrarian philosophy After three failures and $70,000 in debt, Bill...

Copy is king. (Agora Publishing)(Cover Story)
October 1, 1997... AT AGORA, FORM FOLLOWS FUNCTION IN THE MAIL When you sit down to talk with Bill Bonner, you can't help but notice that he really loves - and lives - to write. It permeates his every sentence. And then after awhile, you get the feeling that...

Choosing the right media for your message.
October 1, 1997... AN INTEGRATED APPROACH COMBINING NEW AND TRADITIONAL MEDIA IS THE BEST WAY TO REACH A TARGET MARKET IN THE '90S Today, there's a great need to communicate to the customer (trade or end-consumer) with intimacy, timeliness and relevancy. But...

The pricing push. (direct marketing strategy)
October 1, 1997... HOW PRODUCT PRICE AND MARGIN DRIVE DIRECT MARKETING STRATEGY Failure to understand how product price and margin affect strategy is one of the biggest mistakes marketers make when planning direct marketing campaigns. When the strategy is wrong,...

Implementing a plan. (database marketing)(Database Principles, part 2)
October 1, 1997... HARNESSING THE COMPUTER TO TURN YOUR OBJECTIVES INTO REALITY Editor's Note: This month, Poulos explores the second six of 12 keys to database marketing success. Part I of this story appeared in the September issue. We continue our analysis...

Blow the doors off! (Internet-based marketing)
October 1, 1997... HOW TO SET UP A SUCCESSFUL INTERNET TEST - ONE THAT'LL GET RESULTS TO RIVAL TRADITIONAL PRINT MEDIA Internet-based marketing can blow the doors off of traditional print-based media when it comes to building a prospect or customer database at...

The power of promotional stamps.
October 1, 1997... INVOLVING PROSPECTS AND DONORS THROUGH THESE POWERFUL RESPONSE BOOSTERS Why do some of the biggest names in direct mail - companies like Publishers Clearing House, Reader's Digest, Bertelsmann Music Group (BMG), Time-Warner, Disney and others...

Mistakes you can make in international cataloging.
October 1, 1997... (AND HOW TO AVOID MOST OF THEM) Editor's Note: The following article is based upon a panel presentation the author chaired at the 14th Annual Catalog Conference, June 1997. It seems like every catalog company in the world is jumping on the...

Let's take another look at Germany. (US direct mail advertisers in Germany)
October 1, 1997... HOW TWO U.S. DIRECT MARKETERS ENTERED THIS LUCRATIVE EUROPEAN MARKET Smack in the middle of the European Union lies the second largest trading nation in the world. Germany is an affluent nation where imports have grown 5 percent per year for...

Seize the day! (direct response television campaign)
October 1, 1997... THE CASE FOR TAKING YOUR DRTV PROGRAM GLOBAL - NOW! The buzz around the industry is that the global market has great potential for direct response products. Direct marketing opportunities overseas are popping up everywhere. Every day, there are...

Outsource! (direct marketing consultants' guide)
October 1, 1997... Where to find expert help: a guide to direct marketing consultants & agencies Walter Weintz was a funny man. But, to be blunt, his characterization of a consultant (below, right) is unfair. The late guru Dick Benson said it better in his...