Direct Marketing articles from January 1994

Direct Marketing archives from January 1994

Someone changed the rules. Why wasn't it me? (speech by Quill President Jack Miller) (Mail Order) (Transcript)
January 1, 1994... Quill is one cataloger that has been able to confront today's competition and come out ahead. The catalog mail order business was born 121 years ago when Aaron Montgomery Ward started his company in 1872. Then Richard Sears, in 1893, just 21...

100 of the easiest ways to begin an effective sales letter. (Creative Strategies)
January 1, 1994... As additional letter openings are presented each month, one might fear the possibility of the competition using the same one. The author believes, however, that the use of creativity and the ability to match opening and offer should be the real...

In the mail. (IBM and Spiegel direct mail efforts evaluated) (Direct Mail)
January 1, 1994... Big Blue develops a direct mail series that falls flat, while Spiegel continues to maintain a standard of excellence. IBM Teaser advertising works maybe 1 percent of the time in the mid-1990s. It's based on the assumption that people care...

The medium and the message. (International)
January 1, 1994... Consumers' attitudes and their effect on response and image. Any company selling a product or service hopes to see consumers' attitudes and behavior influenced by the advertising used. While shifting perceptions long term can be difficult,...

Family tastes sweet success with onions. (mail-order marketing program of Bland Farms Inc.) (Mail Order) (Cover Story)
January 1, 1994... The Bland family has made its onions a staple in many homes nationwide through sound, tried and true retail and mail order marketing programs. Travel north on I-75 from Orlando, Florida toward Atlanta and you cross the Georgia state line just...

Retailers are ready for relationship marketing. (Retail)
January 1, 1994... Retailers can learn a thing or two from catalogers and other mail order marketers. But will they make the effort? "If you don't see it, we don't have it." Overheard in a retail store. Marketing can no longer be done effectively on a mass...

Customer rapport. (relationship marketing strategy of Bloomingdale's Inc.) (Retail)
January 1, 1994... Modern database marketing is old hat for Bloomingdale's department store. As one of today's most progressive retailers, Bloomingdale's has achieved considerable success with mailings to its carefully managed database of credit card holders and...

Direct marketing as a strategic weapon. (Retail)
January 1, 1994... To be effective, marketers can't afford to make the same mistakes. See what suggestions offered at a recent conference to start fresh in '94. (Editor's Note: For the past seven years, Uwe Drescher, director and general manager of the Direct...

Mail order fever spreads north. (Canadian Memo) (Column)
January 1, 1994... Here it comes, a huge cross-border assault on the Canadian catalogue marker--estimated at $2 billion. U.S. catalogues such as Lands' End, L.L. Bean, J. Crew and others which face a saturated market at home are turning their attention north of the...

Commercial free speech - real wins, not PR. (Legal Outlook) (Column)
January 1, 1994... If you believe the Harris Poll (you shouldn't)(1), our PR efforts in the late 1980s were an abysmal disaster. More people are "concerned" or "very concerned" than ever before. As stated in last month's "Legal Outlook," these views reflect...