Direct Marketing articles from December 1995

Direct Marketing archives from December 1995

Cruisin' down the "hype-er space" road: how to write copy for the (gulp!) Internet.
December 1, 1995... Make response fast and painless...and if you're especially adept, advantageous for the visitor's timeliness. Positive action will follow. (Third of a five-part series) The moment of truth in Internet marketing, as it is in any aspect of...

The cutting edge: broadcasters capitalize with direct marketing.
December 1, 1995... As technology continues to evolve with competitive channels of distribution, the broadcasting environment will be changing, and direct marketing will have to respond to that. Direct marketing is one of the fastest growing advertising mediums in...

To use or not to use: the role of English in cross-border marketing.
December 1, 1995... English is the most widespread of all languages and second in native use only to the various forms of Chinese. One of the most frequently asked questions by marketers first venturing overseas is one of language. Can I use English, or do I have...

The 1995 catalog cornucopia.
December 1, 1995... There is scant evidence of marketing database. The general mailing principle seems to be recency/frequency/monetary. Paper prices, postage increases, and competition are supposed to be producing a catalog fallout, but you wouldn't know it from...

Winning the pizza wars with interactive kiosks. (includes related article on the various applications of interactive kiosks)
December 1, 1995... Dominos, Pizza Hut, and Little Caesar watch out! Interactive kiosk technology is making it possible for the independently-owned Mi Amore pizza restaurant in Lompoc, California, to thrive, despite fierce competition From national chains. In...

Measured marketing. (includes related article on the Ten Pillars of Prosperity)(Interview)
December 1, 1995... Stop mailing to everyone. Start mailing to someone. In 1993, a report was published by the Coca-Cola Co. that revolutionized supermarket marketing, advertising, and promotion. The writer was Brian Woolf. The title: "Measured Marketing." It...

Effective use of retail marketing database.
December 1, 1995... Targeted marketing database gives Service Merchandise the ability to be more productive in its marketing program. It has one of the largest retail store databases in the United States. How can we be [many] things and yet still be Service...

Virginia Power cooks up delicious food service campaign.
December 1, 1995... Virginia/North Carolina direct mail campaign draws 15 percent response to initial mailing. When Virginia/North Carolina Power asked Edelmann Scott Direct to develop a campaign to promote electric cooking equipment to restaurant owners, chefs,...

International direct mail comes of age.
December 1, 1995... The challenge for postal services that have targeted U.S. exporters of direct mail is to take advantage of the growth opportunities in Europe and worldwide without killing the goose that can lay golden eggs. The United States pioneered direct...

Brilliant I.D.E.A.S.: a brilliant touch in jewelry marketing. (Brilliant Ideas President Reuben Ebrahimoff)(Cover Story)(Interview)
December 1, 1995... Creativity, innovative marketing ideas, and helping customers develop their own database provide an effective growth formula for Brilliant I.D.E.A.S. Brilliant Ideas has shown steady growth since it was established. Under one roof the company...

One-on-one selling.(tips from a midwestern Honda dealership)
December 1, 1995... A Midwestern auto dealership believes that one-on-one selling and direct marketing share the same philosophy for success. Sometimes we refer to one-on-one marketing as relationship marketing, database marketing or the "new" marketing. However...

Blueberry muffins give small businesses a fresh perspective on a big bank.(Fleet Bank's marketing campaign)
December 1, 1995... A carefully targeted direct mail program gave prospects a Fresh perspective on Fleet Bank and got them to ask for a visit from a loan officer. When Fleet Bank, one of the largest financial institutions in the Northeast, wanted to develop its...

The U.S. employee has greater privacy than anytime in history.
December 1, 1995... The Telecommunication Policy Research Conference brings together a wide variety of disciplines for a three-day presentation on where the current and emerging technologies are taking us. Unlike a lot of these conferences where agenda activists...

Information can help dispel fear of change.
December 1, 1995... Change. Mail Classification Reform, Postal Reorganization, Postal Rulemaking, and an onslaught of small changes too numerous to mention have made 1995 a year of tremendous change or posturing for change. It all started with new postage rates at...