Direct Marketing articles from April 1997

Direct Marketing archives from April 1997

Top 10 World Wide Web sites for small business.
April 1, 1997... Each month, First American Group Purchasing Association reviews Web sites which are useful to small businesses. 1. POWER Retailing This new, award-winning Web site showcases revenue generating marketing plans and promotional strategies for...

The three little pigs: a direct marketing fable. (targeting the right customers)
April 1, 1997... A DIRECT MARKETING FABLE I believe that most direct mail packages fail because of three reasons: poor targeting, dull offers, and lack of creativity. Most direct mail packages fail. Why? And what can we do to improve our response rates?...

Marketing services versus marketing efforts. (using Interactive Voice Response technology as a marketing tool)
April 1, 1997... In all the consulting, analyses and modeling, the thing most often taken for granted is the actual receiving of our marketing effort before a response is made. The growing cadre of consumers whose daily mission is to ward off all marketing...

DMA's net.marketing conference provided something for everyone. (Direct Marketing Association)
April 1, 1997... The program was chock full of case histories illustrating how marketers of all stripes ore generating business in cyberspace. The DMA's net.marketing conference held recently at The New York Hilton was a home run for Robert Wientzen, the...

Direct mail fund raising tactics.
April 1, 1997... Sooner or later most direct marketers are involved in fund raising campaigns. Fund raisers are in the vanguard of direct marketing because theirs is one of the most competitive situations. Techniques that worked ten years ago now are overworked....

The push for postal reform. (electronic communications endanger the United States Postal Service)
April 1, 1997... The last two fiscal years of Postal revenues have brought record profits to the bottom line of the ledger books. These profits were sparked by the rate hike which went into effect on January 1, 1995. Standard class mailers took the biggest brunt...

Executive Advantage: impeccable direct mail, slightly smudged by subtextual errors.
April 1, 1997... In our age of perceived discontinuity and cognitive overload, it's easy to lose touch with the eternal verities. Which brings me to John Caples. One of his most famous headlines is "Do You Make These Common Mistakes in English?" Aimed at a...

Waiting for guffaw: a serious look at humor and why you should avoid it.
April 1, 1997... John Caples, in How to Make Your Advertising Make Money, states the generally accepted rule of thumb for most direct marketers, saying simply, "Avoid humor. What is funny to one person is not funny to millions of others." Will cracking wise...

How art galleries found direct marketing. (direct mail advertising)
April 1, 1997... What was first strange, unknown, complicated and fearful to think about became comfortable, successful and a basic part of their marketing package to find, capture and keep customers. The time: 1987. The place: Denver, Colorado The...

Fuji goes direct to become more than pictures. (Fuji Photo Film Company Ltd.'s direct marketing activities)
April 1, 1997... Smuggling forced Fuji-Pakistan to resort to innovative methods of marketing. Direct response was used to maintain market share and operate at a lower margin. Fuji - Japan "gave" the Fuji name to a pair of Pakistan entrepreneurs in June, 1967....

Marketing data marts help companies stay ahead of the curve and in front of the competition.
April 1, 1997... A fundamental change has taken place in the way companies approach current and potential customers. Because companies can now access more detailed information about customer behavior, impersonal mass marketing has given way to customer-centric...

Online meeting and trip planning at Austin, Texas Web site. (Austin Convention and Visitors Bureau's new Web page)
April 1, 1997... Visitors can preview hotels/bed and breakfast listings, restaurants, find out about festivals and special events, locate historic landmarks, receive vendor and tourist information and much more without ever leaving their homes....

Denmark's focus on employee motivation & education creates ideal call center environment. (includes related article on Sonderborg Business College's international telemarketing curriculum)
April 1, 1997... Working for a call center means being knowledgeable about a variety of products and services, but you simply can't be an expert in everything. By combining the knowledge of all employees, customers can be helped in virtually every situation....

How to measure the value of the global consumer.
April 1, 1997... Consider each territory as unique, and learn as much as possible about the regions' retail patterns, laws and customs before you embark. The global market is opening up before us. As the world's middle class population explodes and free market...

The case for "opt in" marketing on the Internet.
April 1, 1997... On the Internet, consumers and marketers enjoy on unwritten "social compact" - consumers consent to be marketed to only so long as the marketer provides information of interest and value. Mention the words, "opt in," to a direct marketer and...

U.S. companies go global with micromarketing.
April 1, 1997... In the last few years there has been tremendous growth in the number of U.S.-based companies expanding their product distribution internationally. You can have a "slice of America" practically anywhere in the world. The bustling commercial...

7 steps to a successful implementation. (direct marketing information systems)
April 1, 1997... Whether you are trying to implement an information system, a new advertising or marketing campaign, a new production line, office procedures, or anything else, you need to organize your process in order to be successful. It is my belief that a...

Desktop marketing: saving time is just a keystroke away. (using information technology for direct marketing campaigns)
April 1, 1997... Finding the right technology, the software and hardware that gives you control of the job without taking over the job, can be daunting and/or disappointing. Information technology has insinuated (some might say thundered) its way into the...

The USPS has an obvious Internet opportunity. (United States Postal Service)
April 1, 1997... Excellent companies over time earn their reputation by reinforcing success before they engage in esoteric targets of opportunity. The United States Postal Service (USPS) has the temptation to create new products for the electronic market (which...