Direct Marketing articles from July 1996

Direct Marketing archives from July 1996

"Kids Off Lists" bill announced. (Children's Privacy Protection and Parental Empowerment Act of 1996)
July 1, 1996... Senator Dianne Feinstein (D-CA) announced the Children's Privacy Protection and Parental Empowerment Act of '96, joined by Rep. Bob Franks (R-NJ) and Mark Klaas, whose daughter Polly was kidnapped and murdered. The legislation would prevent the...

Farmers grow customers on the World Wide Web. (Farm Direct Marketplace Web site)
July 1, 1996... The image of the U.S. farmer - at least the one portrayed in Grant Wood's American Gothic, the well-known painting which depicts the long-suffering agrarian values of farm life in the American midwest - may well change. Thanks to Farm Direct...

Marketing database helps build business at malls. (Ernest W. Hahn Inc.'s Shopping Advantage Program)
July 1, 1996... Important information includes a report on customer spending, a promotional analysis report, and a sales analysis report. Traditional malls are struggling in the new value-oriented marketplace that dominates retailing today. Consumers have less...

How we sold 630 feet of stainless steel to seniors. (marketing Gateway Arch activities to senior tourists)(Cover Story)
July 1, 1996... A Direct Mail Campaign for St. Louis' Gateway Arch Showcases Fun Activities and Senior-Friendliness Just imagine the Gateway Arch as a gigantic magnet with people adhering to its sides. Or how about a senior adult skateboarding down a leg of...

Direct marketing overcomes farm market barrier. (Fielder's Choice Seed Corn Co.)
July 1, 1996... Fielder's choice Seed Corn Co. uses a proven, three-step approach to acquire new customers. When you look out across the ocean of green that covers the flat-as-a-pancake farmland making up most of the state of Indiana, you are likely to...

Promotional products can boost direct mail responses.
July 1, 1996... Direct marketers constantly seek that edge to make their programs distinctive, dramatic...and deliver results. Sometimes, creative copy does the trick; other times it may be great graphics, a fantastic offer or tenacious telemarketing tactics....

Customer loyalty and the marketing database.
July 1, 1996... The marketing database is a company's primary tool to drive, build, cultivate, and measure the effectiveness of its loyalty efforts. Is loyalty important for business success? Can't we, as marketers, simply focus on the transaction? If we...

Mail order firm profits with self-care products. (Medical SelfCare Inc.)
July 1, 1996... Medical Selfcare, Inc., seeks "proven-but-obscure products that even its buyers' eager eyes have missed. If you do have back pain; if you don't have white teeth; if you do have too much of a waistline or too many chins; if you don't have...

Maximum results! Netting maximum results for marketing by surfing the Internet.
July 1, 1996... "Man (or woman) does not live by bread alone." So, too, can it be said that direct marketing does not live by mail alone. Internet marketing is an increasingly important part of communication. Companies advertise services, take and place orders,...

Ask me a question ... and you've grabbed my attention. (using questions in direct marketing)
July 1, 1996... If you're asking yourself as you write a direct response message, "Why should anyone pay attention to this?," recognize that a question, even one such as you've just asked yourself, is automatically reader-involving. One of the...

$50 million catalog sales operation implements new accounting systems in six weeks. (Hartmarx Corp.'s Barrie Pace Division)
July 1, 1996... Our firm, Barrie Pace, a $50 million direct mail clothing sales operation, moved from an external minicomputer-based accounting system to an internal PC-based system in only six weeks. The fast change-over was necessitated by the sale of another...

Infomercials: analyzing what went wrong (and how to make it work!).
July 1, 1996... If an infomercial does not produce the desired results, it is time to take a critical look at several elements of the presentation. Many firms have attempted to create infomercials either on their own or in conjunction with production companies...

Home Order Television is Germany's answer to the home shopping trend.
July 1, 1996... H.O.T. has won over many political and cultural critics with its upscale style. Home Order Television is a partnership between the Quelle Group and Pro Sieben. The two companies have made an initial investment of DM100 million (about $75...

Manufacturers and retailers "partner" to increase sales.
July 1, 1996... In the beginning, manufacturers sold through retailers to the consumer, but today, they sell with retailers to the consumer. Something strange and unusual is happening in Retailand. Manufacturers and retailers for more than a century battled...

A world impregnated by American ideals. (free speech on the Internet)
July 1, 1996... To the next generation, the Internet will be as familiar as television and VCRs are to us. We are living in an epoch where technology will transform our world. The Internet will change mental travel as the internal combustion engine transformed...