Direct Marketing articles from April 1998

Direct Marketing archives from April 1998

Are kids really kids anymore? (impact of Internet commerce on kids)(Column)
April 1, 1998... New York State Attorney General and Chairman of Americans for Responsible Alcohol Access Dennis C. Vacco is wondering how it is possible for underage children to order liquor over the Internet and then have it delivered to their doorstep almost...

We can do better than spam. (assessment of commercial e-mail and spamming)
April 1, 1998... Spamming on the Internet was the topic of discussion at The Great Spamming Debate at a recent luncheon of The Direct Marketing Club of New York. Moderator Larry Jaffee of Miller Freeman (New York, NY) posed questions to two panelist who had...

Publishers' conference held in New York. (Annual Publisher's Multinational Direct Conference)
April 1, 1998... Over 160 people attended The 11th Annual Publisher's Multinational Direct Conference on March 2nd and 3rd at the Helmsley Hotel in New York. Entitled "How Publishers Build Sales and Profits in Foreign Markets," the conference covered tested...

Getting more for your image: incentive-driven targeted marketing.
April 1, 1998... SharperSTOCK, a customer appreciation program, rewards clients with merchandise certificates redeemable from The Sharper Image's catalog or 75 retail stores nationwide based upon their stock photo purchases. Incentive programs that reward...

The challenges in a changing catalog business: selling promotional products through the mail.
April 1, 1998... Mechanical elements of catalog production have taken on new dimensions as marketers must react to everything from updated postal requirements to technological advances in database technology. Today, there are a multitude of options when it...

Thinking like a direct marketer, part 2.
April 1, 1998... Direct marketing is an investment that you might want to compare with any other investment you make in your business, such as opening a new store, adding a product enhancement or even hiring a new employee. All you need to do is determine your...

Book-of-the-Month-Club, icons, surfaces, and the nature of reality in 1998.
April 1, 1998... Book-of-the-Month-Club is one of the great concepts in the history of marketing. It leverages a hoary mail order advantage. But it goes way beyond that, in its ingenuity at exploiting human inertia, via the negative option, which was to mail...

Direct marketing strategies and techniques for sales professionals.
April 1, 1998... Salespeople have been slow to take advantage of the direct marketing phenomenon - especially those in the service sector. If they would let direct mail do their prospecting for them, they would have more time to concentrate on service and...

The 23 best lines in marketing.
April 1, 1998... Like old friends, these lines are of great value to have at your side. This reoccurring arsenal of words is a center point in almost all of my campaigns. Like old friends, these lines are of great value to have at your side. This reoccurring...

Cataloging for entrepreneurs #4: "the vision thing": using your entrepreneurial vision to fuel your catalog's growth.
April 1, 1998... Of the ten to eleven thousand catalogs in the US, an estimated 90% are run by entrepreneurs. These articles explore cataloging from their unique standpoint...this month we see how entrepreneurs can use their unique vision of their catalog to...

How to trigger the "yes" response, part 5.
April 1, 1998... Part Five: The Rule Of Authority "Do it because I said so." People are driven to be consistent in all areas of life and once a person makes a decision, takes a stand, or performs an action, he or she strives to make all future behavior match...

From "what?" to "wow!" on the Web. (Internet marketing)
April 1, 1998... Let's look at who is doing what on the Web this month and evaluate the different myths associated with marketing on the Internet. The cartoon Beetle Bailey by Mort Walker did a Sunday strip on the "paperless age," which, of course, does not...

Motivational research: explaining why consumers behave the way they do.
April 1, 1998... Motivational research attempts to unravel the mystery of consumer behavior as it relates to a specific product or service, so that the marketer better understands the target audience and how to influence that audience. Motivational research is...

Newsletters that KISS and tell. (Keep It Simple, Silly)
April 1, 1998... Newsletters are a great vehicle for telling your company's story (and touting its benefits!) in a friendly, non-threatening style. A well-done newsletter makes clients (and potential ones) feel good about doing business with your company. When...

How to write a smashing opening paragraph.
April 1, 1998... As I review opening paragraphs of long-running. successful ads, letters and brochures, one thing is for sure: the opening paragraph is always one or two sentences long (on occasion, three), and it is as intriguing as the headline. If the...

The fourth wave. (influence of cyberspace on society)
April 1, 1998... In recent columns(1) we have been reviewing that the Fourth Wave was no accident but, did not have to happen. The election of 1980, confirmed in 1994, altered the downward trajectory of economic malaise in the U.S. and re-engineered a nation...

Write a book instead of a brochure.
April 1, 1998... Writing a book is more time-consuming than writing a brochure, but think of the costs and results. "Can you send us one of your brochures?" Whenever a potential client calls me for consulting or speaking and asks that question, I say, "Sure"...

Internet sales tax?(Editorial)
April 1, 1998... The sales tax issue played prominently at the recent Governors Conference Winter Meeting, held at the J. W. Marriott Hotel during the weekend of Feb. 21-23. The governors expressed concern that the rapid growth of sales on the Internet would...