Direct Marketing articles from January 1998

Direct Marketing archives from January 1998

ArtSource: selling art through catalogs.
January 1, 1998... When developing the first catalog in 1990, ArtSource had to contend with unfamiliar direct marketing concepts such as terms, damage claims, how to use the catalog and doing-business concepts like hours, telephone access and payment. ArtSource...

They can deregulate, but they can't communicate: utilities, telecoms, and their struggles with direct mail.
January 1, 1998... Will the utilities community study the lessons of telecommunications deregulation, and behave differently? Don't bet on it. Chances are that every telecom mistake will be replayed by the utilities. The theory of deregulation is great, I guess....

Bridging the gap from traditional marketing to electronic commerce.
January 1, 1998... To take full advantage of the Web's vast marketing opportunities, marketers must integrate electronic commerce with their other traditional marketing channels to create a true multi-media marketing initiative. You have 100 million customers at...

Women on the Internet: how Swede it is! ('Qnet' website for women)
January 1, 1998... Ingrid thought that if handled properly, Qnet could become the world's greatest female network. After all, women must have the knowledge of the Internet today 'or face o loss of job opportunities tomorrow. "Our goal is to inspire women to find...

Creativity for the rest of us.
January 1, 1998... Thinking creatively is the job of everyone involved in business, and creativity can be an important part of every direct marketing program. Fortunately, we are all superbly equipped to do it. Can you learn creativity? Can you discover how to...

"You are not your customer."(Cataloging for Entrepreneurs, part 1)
January 1, 1998... Of the ten to eleven thousand catalogs in the US, on estimated 90 percent are run by entrepreneurs. These articles explore cataloging from their unique standpoint, starting with a common misconception. A true story. A few years back we did a...

One to one: put the customer in the information driver seat and build better relationships.
January 1, 1998... How do you really communicate to your customers one at a time and what marketing person has the time, the infrastructure, or the money to do so? "One to one" seems to be the buzz words at many seminars and conferences lately, at least...

The brave new world of Internet marketing.
January 1, 1998... The Internet's primary advantage in advertising is not so much in attracting attention and conveying a brief message, but lies instead in delivering in-depth, detailed information - once initial interest is triggered by conventional advertising....

The rule of reciprocity "I'll do this for you. Then, you do that for me."(How to Trigger the "Yes" Response, part 2)
January 1, 1998... The Rule of Reciprocity firmly states that we are all bound, even driven, to repay debts of all kinds. It is an almost automatic reaction. I am sitting in a restaurant with an out-of-town client. It is informal. Pizza, bread sticks and beer....

Learned habits that make you a better direct marketer.
January 1, 1998... It is really not unusual to learn that a successful direct marketer writes their own copy or used to be a copywriter. In fact, Lester Wunderman, Bill Bonner, Ted Nicholas and John Caples are good examples. What they have in common is that they...

Database marketing enters the world of the interactive.
January 1, 1998... Database management is just one more way that marketers can interact with their computers to manage their businesses and take better control of their marketing databases and direct mail projects. The whole world seems to be interactive....

Opening doors to retail stores. (television infomercials)
January 1, 1998... The television infomercial as a marketing vehicle is unparallelled in its ability to generate consumer demand, qualified leads and immediate, direct response sales - all for a fraction of the budget needed to create an advertising campaign around...

Disney Vacation Club shares the magic with stronger acquisition promotions.
January 1, 1998... Disney Vacation Club (DVC), now in its sixth year of operation, offers a unique membership-based vacation ownership product with a wide variety of benefits and privileges for both members and non-member renters. While rental access to its resorts...

New requirements mandated by the Fair Credit Reporting Act.
January 1, 1998... A fact of life for everyone today is that more and more information is being collected about individuals. Personal, targeted marketing by its very nature requires the retention of as much relevant data about a customer as possible. Building,...

Editorial. (December 8, 1997 issue of the periodical 'U.S. News and World Report')(Editorial)
January 1, 1998... Susan Headden, a senior editor at U.S. News & World Report wrote the above cover story, "Inside the Business of Junk Mail...How the Direct Mail Industry uses scientific methods to find you, grab your attention and persuade you to spend your...