Direct Marketing articles from December 1998

Direct Marketing archives from December 1998

Airline soars to new heights.(Southwest Airlines)(Cover Story)
December 1, 1998... Southwest Airlines is one of the biggest success stories in American business. It has grown into a multi-billion dollar company carrying in excess of 50 million passengers a year. So I'm flying out to Las Vegas to do a Creativity Workshop...

An equitable way to market.(co-equity marketing)
December 1, 1998... Co-equity marketing is a strategic and concerted effort to combine the equity of the brand with the equity of the retailer to reach and influence one consumer. Brand marketers expend a tremendous amount of money building and protecting the...

A straightforward sweepstakes ... and today's worst direct mail.
December 1, 1998... Contrary to popular belief, it's possible to do a reasonably non-deceptive sweeps. Are the big sweepstakes houses on the run? According to The New York Times, American Family Publishers (AFP) has agreed to send $60 each to 12,000 New York...

Web-based market research: the dawning of a new age.(World Wide Web)
December 1, 1998... Web-based marketing research studies are fundamentally and permanently changing the role marketing research will play in future businesses. Good, fast, cheap. Pick two. I first heard that phrase when a friend of mine used it to describe...

The AMMA had a very good decade.(Advertising Mail Marketing Association)(Column)
December 1, 1998... Politics is the present tense of history. Such history is accomplished by those with a focused agenda. The Advertising Mail Marketing Association (AMMA) had a focused agenda and changed the history of your bottom line to your benefit. A...

Meet the millennium customer.
December 1, 1998... Retailers must meet the ever-changing demands and needs of the ever-evolving consumer. "The days of retailers being all things to all people are over. The high performance retailers of the future will be those who carry products...

The 15-page action plan: how several well-written pieces of correspondence can increase your sales.
December 1, 1998... How several well-written pieces of correspondence can increase your sales. If the thought of writing 15 pages of material doesn't scare you, pick up your pen and complete a tremendous segment of your marketing. Here are the pieces....

The Y2K problem won't go away (even if you have it right).(Year 2000 transition)
December 1, 1998... Because many people haven't added Y2K to their personal worry agenda as yet, the public outcry has yet to be heard. A business executive has a special digital clock on his desk. It's always in front of him; he wants it to always be in his...

Happy birthday to you, happy birthday to you.(1-800 BIRTHDAY's World Wide Web site)
December 1, 1998... A review of 1-800 BIRTHDAY's Web Site. What a fun idea: http://www.1-800birthday.com. "Congratulations!, you've found 1-800 BIRTHDAY, the easiest way to send girls to anyone." This is the opening greeting on this site. I read about...

Fighting the illusion of brand loyalty.
December 1, 1998... As new products are introduced every day into an already over-crowded marketplace, companies finr brand loyalty difficult to defend. While all major companies are implementing costry and elaborate loyalty management programs to retain...