Direct Marketing articles from August 1998

Direct Marketing archives from August 1998

Net relations: a fusion of direct marketing and public relations.
August 1, 1998... The Web is quickly joining broadcast and print media as an indispensable media platform for delivering marketing messages to target audiences. Today, a company cannot afford to ignore the Web as an integral component of its business. The Web...

Come fly with me. (United Airlines Inc's frequent flyer program)
August 1, 1998... Before the Frequent Flyer programs there was no reason for me (or anyone!) to be loyal to any airline. Because they were not loyal in return. As many of you know, my airline of choice is United. Why? Well, the story is long. The short...

Cataloging for entrepreneurs #7: circulation made simple.
August 1, 1998... Of the 10,000 to 11,000 catalogs in the U.S., an estimated 90 percent are run by entrepreneurs. These articles explore cataloging from their unique standpoint... this month we look at creating your mailing plan. As a cataloging entrepreneur,...

My secret weapon: Starch Tested Copy. (Roper Starch Worldwide's book on advertising readership)
August 1, 1998... This month, I will share with you some of the things I learned from Roper Starch and their publication Tested Copy. They say confession is good for the soul. I'm not sure who "they" are - but I'm going to share a secret with you. It's a...

Opening new credit card markets through risk-based pricing.
August 1, 1998... The "prime" credit card market is not only saturated, but also showing the effects of excess credit availability through dramatically increased delinquencies and bankruptcies. The need for a change in the way credit card issuers approach the...

American direct marketers in Europe and Asia: prospect motivations and creative strategy.
August 1, 1998... For American direct marketers abroad, the difficulties in selling to foreign markets in Europe and Asia make especially important an understanding of the motives underlying buyer behavior. Regardless of where direct marketers operate, they need...

Great letters and why they work: "ahh! so that's how it works!" (part 3)
August 1, 1998... (Third In A Series) Some letters are lousy. Many are formulaic and stiff. Most are serviceable, but ordinary. Only a few stand out from the crowd - by doing something fresh, something exciting, something dead-on right. You know how hard it...

Getting your press release into print.
August 1, 1998... The press release selection process is simple, fast, - and brutal and very unforgiving of mistakes or poor work. I seldom recommend an ad campaign until a press release has tested the media and has proven we can get a qualified response from...

Lessons to employers from students. (direct marketing)
August 1, 1998... These stories are about businesses that, faced with marketing opportunities, grabbed them and succeeded. Or ignored them...and failed. Did you hear the story about the roofing company that repairs your roof...and never calls you again? Or...

Boomers and branding: the agonies of AARP. (American Association of Retired Persons)
August 1, 1998... Baby boomers turning 50 aren't terribly eager to join AARR The jury's still out, but the American Association of Retired Persons (AARP) may have committed one of the great errors of omission in the history of marketing. Seems as though baby...

The versatility and power of postcards. (direct marketing)
August 1, 1998... What simple direct mail method can bring new business, generate leads and strengthen relationships? Postcards. Postcards? Sure. Lately, I have rediscovered the versatility of postcards, and the results are amazing. Yes, they seem a bit plain...

Your personal exposure for interoffice communications.
August 1, 1998... "Counsel for a party claiming defamation should consider joining the individuals who initiated the communication in addition to their corporate employer, so that, in the event there is no finding of publication on the part of the corporation, the...