Direct Marketing articles from June 1995

Direct Marketing archives from June 1995

Broadcast radio tunes in to listeners. (includes related article)
June 1, 1995... In a bid to hold on to ever smaller niche audiences, broadcast radio is turning to Interactive Voice Response (IVR) systems to build listener databases and relationship programs aimed at enhancing loyalty. Have you noticed anything different...

I'll drink to that! ... too many t-shirts.
June 1, 1995... If selling 43 beers is sufficient to justify a $4 T-shirt expenditure, create a promotion that is successful by the numbers. People in marketing are told on almost a religious basis they should think long term. So, what is this long-term...

Effective postmodern marketing: blending technology and psychology. (First Interstate Bank's Home Equity Loan mailing)
June 1, 1995... A bank's recent Home Equity Loan mailing provides an example of effective postmodern marketing. Psychology is the brand, and technology is the database. A successful mailing needs both elements. From oxymoron to paradigm, in about 15 years:...

The Last Reference Syndrome: it was the worst of times ... it was the best of times.
June 1, 1995... The final phrase is your "leaving piece" with your reader. Don't blow it. Yes, you're right: I've reversed Charles Dickens's line. He opened "A Tale of Two Cities" with, "It was the best of times, it was the worst of times." (Dickens could get...

Business-to-business direct marketing: the most commonly asked questions. (database marketing)
June 1, 1995... Database marketing provides information that can be used for more effective decision making. In the questions and answers that follow, Randy Bean, vice president of the business-to-business division at Harte-Hanks Data Technologies, examines some...

There's a difference between frequency marketing and relationship marketing.
June 1, 1995... The author previously believed that relationship, loyalty, and frequency marketing were synonymous. He now maintains there are tremendous differences between the terms. For the last few years I've been working in, reading a lot about, and...

Grocers can improve circular effectiveness with user-friendly formats, study finds.
June 1, 1995... One finding is that 84 percent of consumers liked a single coupon providing savings on designated specials offered in the circular. Advo, a distributor of grocery advertising, shares grocers' needs to better understand how to maximize...

The art of direct marketing: upgrading prospects to advocates.
June 1, 1995... Everyone who shops your business is on one of five "Loyalty Ladder" rungs. The company's job is to bring them to the top rung. Up The Loyalty Ladder, Murray Raphel's new book co-authored with his son Neil, was just published by HarperCollins...