Direct Marketing articles from February 1994

Direct Marketing archives from February 1994

In the mail. (evaluation of direct-mail packages from Johnson Smith Co., Bergdorf Goodman, Safety Zone, Dee and Lee Distributors, and SI)
February 1, 1994... A New Year's gleaning of recent direct mail revealed some gems and germs. Far be it from me to criticize the USPS, that intrepid gang of guys and gals who deliver a majority of bulk-rate mail and just about everything that goes first class, as...

The information superhighway - separating hype from reality. (Joseph Segel speech) (Media Management) (Transcript)
February 1, 1994... The names of the interactive technology players are changing everyday, but the products and services offered will be similar. See what's ahead and how you can use these new systems in your marketing efforts. It's been called many different...

Telemarketing and the law.
February 1, 1994... An expert on telemarketing legislation brings us up-to-date. Forty-nine states met in legislative session in 1993 (Kentucky's legislature does not meet in odd-numbered years). Telephone marketing was the subject of a variety of bills in several...

Marketing vision. (mail order strategy of Lens Express Inc.) (Mail Order/Telemarketing) (Cover Story)
February 1, 1994... Lens Express stays focused on increasing market share with effective lead generation and creative outbound telemarketing. Before Lens Express burst onto the scene, optometrists and ophthalmologists held a virtual monopoly on the replacement...

A new psychology for successful telemarketing. (includes related article)
February 1, 1994... Telemarketing managers have always been looking for better ways to reduce costly turnover where telemarketing talent is concerned. Some are turning to psychological tools to assess, reward and retain that talent--and creating better matches...

Learning to be flexible in selling to different types.
February 1, 1994... The notion that different types prefer to be sold in different ways, with a different order, logic and dynamic to sales presentations, has long been studied by psychologists. In fact, Susan Brock, past president of the Association for...

100 of the easiest ways to begin an effective sales letter. (Creative Strategies)
February 1, 1994... As the series winds down the author notes an important point: To know thy self is the first step in the search for a letter opening that will best reflect your character and also achieve the desired results. Who are you? The letter is the...

Approaching direct marketing from a brand orientation. (Creative Strategies)
February 1, 1994... In a rushed and complicated world, clarity needs to become a guiding principle governing all communications. In contemporary America the term "rush hour" is a misnomer. First, it lasts much longer than an hour and with the overcrowded highways...

Relationship retailing: a two-way street. (interview with Sears, Roebuck and Co. marketing executive Al Malony) (Retail Direct Marketing) (Interview)
February 1, 1994... How many relationship marketing programs is too many? Sears' Al Malony discusses the retail giant's quest to retain customer loyalty. In its continuing effort to streamline operations and increase profitability, retail giant Sears Roebuck &...

Seven mistakes to avoid when building a database. (Retail Direct Marketing)
February 1, 1994... When building a customer relationship marketing program, don't fall into these common pitfalls. Judd Goldfeder, president of The Customer Connection (Escondido, CA), spent an earlier life in the restaurant business. He saw countless examples...

Why do they do that? (egregious business practices)(part 2) (Retail)
February 1, 1994... The author takes another look at why companies make the decisions they do when all the evidence says, "Don't do that!" See how we can all learn from the mistakes made by others. Remember the scene in "Network" where Peter Finch, the TV...

Antitrust is back. (Legal Outlook) (Column)
February 1, 1994... One reason for the growth of the U.S. economy in measurable terms such as real jobs with real benefits was that we abandoned the discredited old "big-is-bad" school of antitrust. The country let consumer preference and sound business strategy...

How not to do relationship marketing. (Canadian Memo) (Column)
February 1, 1994... I had a fellow call me a few weeks ago from his store in Pennsylvania. He called to say he had read one of my columns on relationship marketing and that he was calling to say it didn't work. I asked him to tell me about his operation and he said...