Target Marketing articles from September 1997

Target Marketing archives from September 1997

234 secrets of the pros. (direct marketing techniques)(Cover Story)
September 1, 1997... Ignore this Book of Direct Marketing Rules at your own peril... Remember, you have to know the laws before you can break 'em! Over the years, many secrets by the grand masters of marketing and direct marketing - about strategy, writing, design,...

32 list laws. (direct mail lists)(Cover Story)
September 1, 1997... Of all the elements that go into a direct mail effort, the most important single purchase is the list, says consultant Paul Goldberg. As Goldberg explains, it's not simply spending $70 or $100 per thousand for names. That's just the beginning....

22 telemarketing tips.(Cover Story)
September 1, 1997... Let's start with the bottom-line rule of outbound telemarketing: Lord Lew Grade's Gospel * You can't wait for the phone to ring; you have to ring them. But when you're ready to start calling, what are the keys to success? Read on for...

Catalog creative rules. (design tips)(Cover Story)
September 1, 1997... 10 DESIGN GUIDELINES...AND WHEN TO BEND OR BREAK 'EM Rules are guidelines. They are formulated after many trials and errors. Generally they hold up under the test of time. Usually, they make sense. Sometimes you might think twice about...

Seven steps to successful catalog copy.(Cover Story)
September 1, 1997... THESE RULES APPLY WHETHER YOU'RE SELLING PLASTIC PIPING OR $300 HANDMADE SWEATERS Certain truths apply across the board - to consumer, industrial and business-to-business creative. Here is the basic stuff of successful catalog copy. These...

12 database marketing principles. (part 1)(Cover Story)
September 1, 1997... FOLLOW THESE RULES TO AVOID THE PITFALLS MANY DATABASE MARKETERS EXPERIENCE. THE FIRST SIX LAY THE FOUNDATION... Editor's Note: This month, Poulos will explore the first six of 12 keys to database marketing success. Look for part II of this...

Hitting the bull's eye. (determining the right media mix for product launches)(Cover Story)
September 1, 1997... CHOOSING THE RIGHT DIRECT MARKETING MEDIA FOR NEW PRODUCT LAUNCHES IS LIKE PULLING ARROWS FROM A QUIVER, AIMING AND SHOOTING FOR YOUR TARGET With over 24,000 new products launched each year, the odds for success are not reassuring. Estimates of...

American direct mail overseas.
September 1, 1997... HOW U.S. DIRECT MAIL TRANSLATES TO THE GLOBAL MARKET People are people. They have the same wants and needs the world over. With that in mind, yon can assume that if a product does well in the United States, it may also do well overseas. In...

Look south for opportunity. (South America)
September 1, 1997... SEVERAL FACTORS MAKE SOUTH AMERICA A BOON FOR DIRECT MARKETERS As the music man on Broadway said, "Ya gotta know the territory." The challenge for American direct marketers is the fact that the "territory" is expanding in a borderless fashion...

Money down the drain. (database management)
September 1, 1997... IF YOU'RE NOT CLEANING YOUR HOUSE FILE, YOU'RE LOSING DOLLARS * Every day the USPS throws away 7 percent of all Standard A-Class mail because it can't be delivered as addressed; 67 percent of this mail is undeliverable because the addressee...

Getting there by fax. (fax broadcasting)
September 1, 1997... THIS QUICK DELIVERY METHOD GOES HIGH-TECH Technology is providing more options for instant communication than ever before. In addition to expedited mail and telemarketing, direct marketers now have access to the World Wide Web for overnight...