Target Marketing articles from October 1998

Target Marketing archives from October 1998

Nuggets of wisdom ... heard at recent industry events.(tips on target marketing from several executives)
October 1, 1998... DMA Non-Profit Day, Waldorf Astoria Hotel, New York City Bernie Devlin, director; public appeals, Boys Town: Periodically grab five pounds of incoming mail and look at it to see what your respondents are saying. For years, Boys...

The five data pitfalls.(database marketing)
October 1, 1998... According to database marketing consulting Lawrence Henze, database marketing is far from foolproof. Marketers can hit many snags along the way of trying to build, use, maintain and update their databases. Although most of Henze's...

High customer service expectations.
October 1, 1998... When it comes to customer service, Japan is the most demanding country in the world, says Cynthia Miyashita, president of Hemisphere Marketing. "Many U.S. direct marketers going into Japan think their existing level of service is satisfactory,...

10 tips to improve response.(direct mail marketing)
October 1, 1998... The high cost of international direct mail makes it imperative that you do your homework upfront to avoid snafus that will hurt your campaign's chance of success. Here are 10 tips from Global Mail Ltd., a Sterling, VA-based private delivery...

My favorite Denny-'isms.'.(quotations on direct marketing from columnist Denny Hatch)
October 1, 1998... Lessons I've learned from Denny Hatch and why I consider him a great mentor (though it's the last thing he'd want to hear!) All of our readers who know Denny personally - or even just through the pages of Target Marketing - are well aware...

The great mentors.(includes interviews with some direct marketing executives)(direct marketing executives share lessons learned from other people)(Cover Story)
October 1, 1998... Movers and shakers share lessons learned from their direct marketing heroes Back in the earlier part of this century, direct marketing didn't even have a name. Over the years, more and more disciples became devoted to this super-focused...

Mentors and tormentors I have known.(direct marketing)(Cover Story)
October 1, 1998... mentor [after Mentor, tutor of Telemachus in the Odyssey of Homer, fr. L. ft. Gk Mentor] 1: a close and experienced counselor or guide. tormentor: [ME tomenten] 1: one who causes severe suffering of body or mind; inflicts pain or anguish...

How demographic and psychographic database overlays can boost your response.(database marketing)
October 1, 1998... Most marketers believe that a database enhancement is a simple process. After all, how hard can it be to overlay demographic and psychographic variables and then interpret their averages and distributions? Unfortunately, the answer is that...

Improving online's ROI.(return on investment)
October 1, 1998... THE WEB HAS THE POTENTIAL TO BE THE ULTIMATE MEASURABLE MEDIUM A classic case of good news-bad news is how Chris Peterson describes the surge in online marketing expenditures. Peterson, president of Times Direct Marketing, a direct and...

Taking transactions online.(includes tips on handling transactions on the Internet)
October 1, 1998... HOW TO SET UP YOUR WEB STORE, INCLUDING TRANSACTIONAL ANALYSIS Editor's Note: Anyone even remotely involved in a company's Internet effort will tell you that new technology is introduced often faster than its predecessor can even be tested....

Riding the privacy wave.(EU directive on data protection and privacy)
October 1, 1998... A LOOK AT THE EUROPEAN UNION'S DATA PROTECTION DIRECTIVE PRIVACY: It's the debate that won't go away. Since the birth of the computer, direct marketers have been better able to home in on their best prospects by manipulating and massaging...

Global delivery in the next century.(Universal Postal Union assesses the future of postal service)
October 1, 1998... THE UPU TAKES A LOOK AT THE POSTAL INDUSTRY IN 2005 EDITOR'S NOTE: One afternoon this past June in Philadelphia I had the opportunity to sit down with Achim van der Weg, head of computers and databases, of the Universal Postal Union, to...

ORBIS sets its sights high.(includes related article on how ORBIS searched for fund raising lists)(launch of fund raising campaign)
October 1, 1998... AN INTERNATIONAL AGENCY DEDICATED TO ELIMINATING BLINDNESS LOOKS TO DIRECT MAIL TO DEVELOP A BROADER U.S. DONOR BASE A child born with cataracts sees the world and his parents as shadows. Due to glaucoma, this young mother could barely...

Great letter 'openers.'.(tips on letter writing)
October 1, 1998... HINTS ON HOW TO MAKE THE MOST OF THAT IMPORTANT LETTER "HOT SPOT" - THE OPENER The opening paragraph and P.S. are the two "hot spots" of a letter that get read first and most often. That's why it's well worth investing both time and...

Food & cooking.(includes related article on lists and alternate print media on food and cooking)(direct marketing opportunities in the food and cooking industry)
October 1, 1998... Reaching the Doers and the Dreamers Several types of people make up the food and cooking market: Those who actually prepare and cook food, those who merely appreciate the fine art of cooking and those who buy gift baskets. However, there is...

Ugly mailings that make millions!(includes tips on effective direct mail marketing)(successful direct mail marketing campaigns)
October 1, 1998... WHAT MAKES SOME PLAIN-JANE MAILINGS STANDOUTS IN THEIR CLASS? Looks can be deceiving, as the old saying goes. And it's especially true when it comes to the mail. Often, what you might call "plain Jane" direct mail packages get the job done...

Who should create your catalog?(includes related article on real-life experience in launching mail catalogs)(mail catalogs)
October 1, 1998... YOU HAVE THREE OPTIONS: FREE-LANCERS, SMALL STUDIOS OR A BIG AGENCY One of the classic questions that catalog creative managers face is how to manage their creative dollars and resources most effectively and productively. Small and...

Marketing lessons learned from the method actors.(includes directory of copywriters and designers)(direct marketing)
October 1, 1998... LIKE ACTORS, DIRECT MARKETERS NEED TO GET INSIDE THE HEADS OF THEIR AUDIENCE You're David Oreck. You manufacture and sell the best, lightest, most rugged and efficient vacuum cleaner ever designed. It is in use by more than 50,000...

A privacy proposal.(implications of privacy legislation for direct marketers)
October 1, 1998... The privacy issue probably started with an article in 1890 published in the Harvard Law Review by Samuel D. Warren and Louis D. Brandeis (later to become a Supreme Court Justice) which introduced the so-called "right to be left alone" theory....