Direct Marketing articles from July 1998

Direct Marketing archives from July 1998

Go for the positive. (Fleet Bank's Vice-Pres Randall B Grossman, Sr's speech during the Direct Marketing Club of New York's meeting)(Editorial)
July 1, 1998... I'm upset with the list business, like the Kleid shutdown, the court battle regarding Metromail Corp. and the consolidation we've seen in the last year or so. I'm upset over the bankruptcies recently. I'm upset with seeing those people still out...

Gore wants electronic bill of rights. (Vice Pres Al Gore plans online information regulation to protect how personal information is gathered and used via computer)
July 1, 1998... Vice President Al Gore has announced a White House plan to give people greater protection over how personal information about them is gathered and used via computer. "We need an electronic bill of rights for this electronic age," Gore said in a...

PRC cuts USPS revenue request. (Postal Rate Commission; United States Postal Service)
July 1, 1998... The Postal Rate Commission (PRC) slashed by nearly one-third the $2.4 billion increase sought by the United State Postal Service (USPS) in its July 1997 proposal for higher postal rates. The cut largely reflects the benefits of...

The next wave: "800" numbers and the Internet. (Communications Service Centers combines innovative Internet functions with traditional telephone outsource applications)
July 1, 1998... At Communications Service Center of Margate, FL, the next wave of direct marketing brings together the traditional functions and applications of an outsource telephone call center with the flexibility and possibilities created by the Internet....

The rule of three. (direct mail marketing can influence buying behavior of consumers)
July 1, 1998... A series of three produces a rhythm that causes a positive and pleasing sense of completion and fulfillment. When you are looking for an effective way to write copy, design your next ad or plan an exciting promotion, consider The Rule Of Three....

Bear necessities: save money on shipping mail-order products. (Vermont Teddy Bear Co uses Sealed Air Corp's Rapid Fill bags for protective packaging of mail order teddy bears)
July 1, 1998... Many times, packaging is on afterthought in the direct mail industry. Companies could potentially save thousands of dollars annually if they were smarter about how they shipped their products. From Santa Bears to Cupid Bears to Ghost Bears -...

The "new frontier" direct marketer.
July 1, 1998... As direct marketing gains stature in today's marketplace, many organizations are recognizing it as a "new frontier" replete with diverse opportunities and challenges. Direct marketing today bears little resemblance to the field 10 years ago....

Cataloging for entrepreneurs #6: out-of-the-box creative on a budget.
July 1, 1998... Of the 10,000 to 11,000 catalogs in the U.S., an estimated 90 percent are run by entrepreneurs. This series of articles explores cataloging from their unique standpoint...this month we look at creative strategies. You want your catalog to...

Lists: the most important element in any mailing. (reaching the right market with the right mailing list)
July 1, 1998... Unlike other media, in direct mail the list is not the way to reach your market, the list IS your market. While the letter is the most important part inside a mailing package, the list of names you mail to is the most important element in the...

Personalization and authenticity. (personalized direct mail advertisement)
July 1, 1998... Personalization will become even more important in the future, as electronic media turn people's perceptual apparatuses ever more in the direction of the right-hemisphere of the brain. Personalization is to direct mail as the high flying slam...

NEDMA '98 wrap-up. (New England Direct Marketing Association's 1998 annual conference)
July 1, 1998... The New England Direct Marketing Association (NEDMA) held its Annual Conference on May 20-21 at the Hynes Convention Center in Boston, MA. NEDMA modified its format, program, exhibit hall and awards show to a better level. Last year's show was a...

'98 DMDNY wrap-up. (Direct Marketing Day in New York's 33rd Annual Conference and Exposition)
July 1, 1998... Find 'em, sell 'em and keep 'em was this year's theme for Direct Marketing Day in New York's (DMDNY) 33rd Annual Conference and Exposition, June 1-3, 1998, at the New York Hilton. Rumors pertaining to the scheduling conflict between DMDNY and The...

Trigger features, agents of influence, and other vile manipulations. (Dr Robert Cialdini's new book entitled 'Influence: The Psychology of Persuasion')
July 1, 1998... What I would like to do is take you through some of the strongest motivations, and describe how they might work in a direct marketing situation. Consider the robin red-breast. First bird of spring. Cheery voice. Definitely a morning person....

Great letters and why they work: "Wow! What a great story!" (part 2)(an acquisition appeal from the Cystic Fibrosis Foundation)
July 1, 1998... (Second In A Series) What makes a great letter great? Let me suggest that a great letter is one with a big idea. And if you can find a big idea and turn it into a letter that works, you have a great letter. What makes a great letter great?...

Knowledge-based management.
July 1, 1998... This article explains same of the major reasons why many business still remove themselves from integrating business and marketing knowledge throughout their organization. Business is about customers - meeting needs and strengthening...

World Wide Web may mean world wide lawsuits.
July 1, 1998... If you are considering your first commercial venture through the Internet, or determining whether to continue with, enhance or modify your existing Web site, read on before you do. With the advent of the Internet as an inexpensive way to...

Trademark protection for Internet domain names.
July 1, 1998... Should the domain name be considered key real estate to be locked in along the "superhighway" or is it more akin to a telephone number?' While the telephone number is a series of alphanumeric characters, the domain name is more sophisticated as...

Use your "emotional mind" when writing copy.
July 1, 1998... Last month you discovered in this column how to use your analytical mind and your creative mind to write advertising copy. Now for the jewel of great copy: your emotional mind. Not all direct response copywriters write with emotion but they...