Direct Marketing articles from August 1997

Direct Marketing archives from August 1997

Marketing to seniors. (includes related article on how to reach and approach seniors or the 50+ age group)(Cover Story)
August 1, 1997... Want Sales Success? Try Selling Directly To Seniors We all know senior consumers are out there - over 68 million of them in the U.S. alone. That's more than the entire population of France, Canada, Italy or the United Kingdom. And with a baby...

Increasing response with cards that sell themselves. (greeting cards)
August 1, 1997... From a little corner of New York City a former office equipment salesperson is transforming how salespeople nationwide communicate with each other. In the meantime, he is steadily building a business built on his own responses. Since most...

Five trends that will change marketing forever.
August 1, 1997... It has been said that "old habits die hard." However, to be successful into the year 2000, marketers must learn that old habits must be changed in order to understand and serve the "new century" consumer. Five important consumer trends will...

The search for database marketing talent.
August 1, 1997... Throughout the world, database marketing's missionary days are rapidly drawing to a close. Just as direct response advertising finally gained respectability during the 1980s after decades as a "poor relation," database and relationship marketing...

Building a meaningful relationship: a direct marketing love story.
August 1, 1997... Everyone dreams of the perfect relationship. A mutually rewarding love affair that will grow, deepen and last forever. It has been an eternal idea. Hollywood built itself by fostering that dream. An endless hit parade of popular songs pay homage...

Zip segmentation, it works! a flow chart guide to success.
August 1, 1997... Marketing segmentation, if grouped by zip, is a proven target strategy for your acquisition programs. First of all, do not be confused with a commonly used method that simply picks those zips with a high response rate in your tests. This...

The next generation of direct response television.
August 1, 1997... A breakthrough marketing strategy is quickly and quietly emerging in America, and it is revolutionizing the way that companies view their advertising. Traditionally, billions of dollars are spent annually on advertising, with no factual...

Marketing in the publishing world. (McMurry Publishing)
August 1, 1997... It began when Preston (Pres) McMurry "discovered" health care centers and hospitals actually spent money to promote. In the United States, health care has been a "hot" topic for a number of years. Pres McMurry, founder, chairman and CEO of...

Sleaze, squalor, horror: direct marketing at its worst.
August 1, 1997... For a few years now, I've been predicting a privacy apocalypse in the U.S. There's too much information under too little control for it not to leak badly at some point, even if marketers have the best of intentions. And lots of marketers,...

"I want my power space commando Ninja mutant laser brain blasters" (or the 3 principles of creating instant action).
August 1, 1997... If you want response, and you want it now, make like a kid asking for a toy: 1) Ask for it. 2) Give a reason. 3) Create time pressure. Today's the big staff meeting and you are running late. As you grab your briefcase and lunge toward the door,...

Interim report: what's new on the web? (including the three great rules of Web site attraction)
August 1, 1997... (Including the Three Great Rules of Web Site Attraction) Any analysis of Internet progress - p.r. backsliding - reaches obsolescence between the time it's written and the time it appears in print. Add this comment on the "internet Rush Effect"...

Interactive shopping on the Internet.
August 1, 1997... Picture yourself in a crowded store in a bustling, noisy mall, waiting with an armful of items on a long line that winds around the counter. Now compare the annoyance and irritability you would probably feel in this situation to a much calmer and...

Write on target - the direct marketer's copywriting handbook.
August 1, 1997... Ever watch a TV commercial, get swept away by the visuals, but have no idea seconds later what product it was promoting? Or hear a funny commercial that got you laughing out loud but not reaching for your telephone? Direct response TV and...

Laying the foundation.(Exploring Database Marketing Pitfalls: A Retrospective, part 1)
August 1, 1997... Sometimes database marketing produces astounding results. Other times, despite the best efforts of dedicated and intelligent people, it falls short of expectations. From those who have had the latter experience, our firm wanted to find out why....

Did mass marketing ever really exist?
August 1, 1997... By the end of the century, one third of all retail sales will take place in a non-store environment."-Stanley Marcus. Stanley Marcus, a retailing legend in his 90s, is still an active marketing consultant to major corporations around the world....

101 ways to improve your response. (part 2)
August 1, 1997... Part 2 There is a great quote that says, "If you give a man a fish, he'll eat for a day. If you teach a man to fish, he'll eat for a lifetime." However, one of my associates warned me that, "If you teach a man to fish, he's not going to...

Add life to your advertising.
August 1, 1997... As a copywriter, it's my job to use words and the skills of storytelling and description to breath life into an advertising piece. And for inspiration, there's no place like the travel industry. With words and photos, readers of travel material...