Direct Marketing articles from July 1997

Direct Marketing archives from July 1997

Fairytale Brownies: a mail order success story.(Cover Story)
July 1, 1997... Eileen Joy Spitalny and partner David Kravetz are the founders and owners of Fairytale Brownies, a company that started from scratch. Today, they have a "tasteful" and successful mail-order company selling freshly made brownies nationwide. It...

FRDNY conference attracts record attendees. (Fund Raising Day in New York 1997)
July 1, 1997... Fund-raising conference includes speakers who give sound advice on the importance of direct mail in the fund-raising industry. Imagine! Believe! Achieve! was the theme that brought together a record number of attendees to Fund Raising Day In...

How to get rich with a 1-800 number. (setting up a telemarketing business)
July 1, 1997... One of the most important things in establishing a telemarketing business is to have a strong sales training program. Selling by phone requires a different set of skills than selling in person. Since my company began as a retail store, we were...

Annual survey of promotional practices documents industry trends. (19th Annual Survey of Promotional Practices)
July 1, 1997... Both direct mail and Sunday newspaper color leaflets are the overall leading sources of coupons most preferred by consumers. Price-conscious shoppers continue to arm themselves with discounts and incentives when they venture into the...

Radio: the misunderstood misused medium. (radio advertising)
July 1, 1997... From its once lofty position, radio has become an ancillary media choice. The glamor of television and the Internet has caused many to ignore and others to misuse radio. Properly exploited, radio can be the most economical and most flexible mass...

Talent search for top marketers lead companies down non-traditional paths. (shortage of direct marketing executives)
July 1, 1997... The leadership shortage has forced this executive and countless others to think creatively about where to find top executives to manage their companies' direct marketing efforts, now and in the future. Over the last 10 years, the direct...

Empirical test results useful for business-to-business mailing.
July 1, 1997... We all know how hard it is to track orders from business-to-business mailing, but herein lies the test results from a catalog company that was able to track 65 percent of the key coded mailing. We all know how hard it is to track orders from...

How to develop an automated marketing system.
July 1, 1997... With the recorded Information Center in your automated telephone call processing system and information stored in the system for fax-on-demand, your company can have a centralized source of information that can provide everything a person needs...

A model for effective, customer-oriented, market plans.
July 1, 1997... The customer-oriented market plan model has emerged as an effective blueprint that helps managers to sift through data, pinpoint the most important market segments and use this knowledge to build effective sales and marketing campaigns....

No more business as usual - the focusing of the customer's mind. (marketing management)
July 1, 1997... It is easy to misread the way business is being conducted, particularly in marketing and sales. To be successful today it is important to thoroughly understand the new no-nonsense, down to business mind-set of the customer. Today's customers...

Tapping the irresistible urge to help. (fundraising techniques)
July 1, 1997... What is wrong with the traditional fund-raising formulas? Nothing. But without understanding how this urge really works, your tactics can too easily degenerate into empty emotional pleas. The little girl screams for help. All around her, the...

How B-B direct marketing and direct response advertisers will succeed in the new millenium. (business-to-business marketing)
July 1, 1997... Marketing has become big business and the prospects for growth remain significant. Driving this growth are: outsourcing, one-to-one personalization, technological advances, the Internet and measurability. These factors have many implications for...

Let's examine who you are. (direct mail management)
July 1, 1997... Most businesses think in terms of their business rather than in terms of their customer. Direct mail can successfully avoid this problem if you know the following rules before you do your next customer mailing. You are a retailer. You are...

101 ways to improve your response. (part 1)(direct mail response)
July 1, 1997... Here are ways to improve response to your existing direct mail or give you something to think about when you start creating a new package. After 23 years in advertising and direct marketing, I believe that the single most important way to...

The physics and psychology of direct response advertising.
July 1, 1997... Successful direct marketing campaigns incorporate the dynamics of physics and psychology in order to propel a prospect to action. Therefore, understanding the correlation between these two dynamics and direct response marketing can help increase...

Top 10 tips for selling to the mature market.
July 1, 1997... The mature spend more than $1 trillion on products and services every year and that number will continue to grow as one baby boomer turns 50 every 7.5 seconds for the next 18 years. People love lists. For instance, David Letterman's top 10 on...

Telecommuting will define much of the 21st century workforce.
July 1, 1997... Theology forms the soul and endures in humankind's search for truth in all recorded culture. Science and technology, once unleashed, define each epoch whether it be fire, the wheel, the pulley, gunpowder, the crossbow, the reaper, or...