Direct Marketing articles from June 1996

Direct Marketing archives from June 1996

Interpublic to acquire DraftDirect. (Interpublic Group of Companies; DraftDirect Worldwide)(Direct Intelligence)
June 1, 1996... Interpublic Group of Companies announced the planned acquisition last month of DraftDirect Worldwide, adding to its stable of agencies: Ammirati Puris Lintas, the Lowe Group, and McCann-Erickson Worldwide. DraftDirect, the largest independent...

A great direct mail package can last beyond a human generation.
June 1, 1996... Quick, think of an advertising campaign from 20 years ago. Or 10 years ago. Or two years ago. You can't, can you? Even the best stuff on TV has the half-life of a mayfly, and the memorability of a dream's shadow. Contrary to ad campaigns, a...

From distribution chain to communication channel. (Peapod Delivery Systems Inc.)
June 1, 1996... Thanks to database and interactive communication technologies the Peapod interactive grocery shopping and delivery service brings manufacturer, retailer, and customer together in ways that promise new benefits for all. In this series of...

Customer specific marketing.
June 1, 1996... A new concept in retail marketing concentrates on using a Frequent Buyer card as a tool and marketing as the vehicle. Winnie Mikuszewski lives in the western part of Massachusetts. She is surrounded by competing supermarkets within easy driving...

Something new under the sun. (cartoons in direct marketing)
June 1, 1996... Cartoon mailings can pull astounding response rates - sometimes as high as 100 percent. But don't count on success, says the father of this exciting new genre, unless you know exactly what you're doing. One of the funniest cartoons I've ever...

Before I forget.... (part 3)(creative writing techniques)
June 1, 1996... The professional communicator should regard this article, and the two that preceded it, as "seeds." Cross-pollinate with your own procedures to begin a personal file of power enhancers your competitors are unlikely to match. (Part III) You're...

The 1996 software guide. (part 2)
June 1, 1996... Targeting and Reaching the Right Customers More Effectively The 1996 Software Guide, a two-part series, focuses on advances in programs for direct response advertisers. Part one covered Desktop Publishing, Fulfillment, Interactive Programs,...

Nat at ninetysomething. (direct marketing pioneer Nat Ross)
June 1, 1996... Now in his nineties, Nat Ross is going just as strong as when the author first met him in the late sixties. Meet a legend: Nat Ross. A man whose passion bums so brightly that the flame keeps him going even as the sparks from it ignite those...

Enhancing files with external data.
June 1, 1996... Transactional data permits companies to segment their customer base into best, worst, and average customers. This permits much more focused marketing expenditures. But it doesn't provide any clues as to who your customers are as individuals. How...

Thirteen unlucky mistakes in software mail order sales and how to avoid them.
June 1, 1996... SOFTWARE COMPANIES HAVE DISCOVERED THERE ARE PROFITS IN MAIL ORDER SALES. DESPITE THE PROFIT POTENTIAL, HOWEVER, MISTAKES CAN BE COSTLY. In the last few years, software companies have discovered the enormous profits to be made in mail order...

Mail promotion targets tow truck operators. (Go-Jo Industries Inc.'s direct mail campaign)
June 1, 1996... Although the letter never mentions tow truck operators by name, it was planned and written specifically for them. Suppose a company has been in the heavy-duty hand cleaner business for more than 50 years. Mechanics, machine shop workers, and...

Today's direct marketing executives need specialized skills.
June 1, 1996... Direct Marketing executives must plan their careers carefully and develop the proper skills. Not that long ago, a specific type of catalog was considered state-of-the-art direct marketing. How times have changed! Sophisticated databases,...

Why the DMA always wins. (Direct Marketing Association)(Legal Outlook)(Column)
June 1, 1996... There are only three rules of marketing that matter: 1. Catch a demographic/psychographic wave and ride it. 2. Listen to your customer. 3. Never second guess your customer. For example, Walt Disney first captured depressed sensibilities during...

Redefining a 'clean list.'(The Postal Service Center)(Column)
June 1, 1996... Mailing lists are one of the most important aspects of any marketing program. They are expensive to rent, difficult to compile, and their selection can make or break a marketing effort - be it mail or telemarketing. We take a great deal of time...

Editorial. (retailers and mail order)
June 1, 1996... Will retailers dominate mail order by the year 2000? Crazy idea? Maybe. But the more I hear about retailers' database prowess, the more likely it seems that they'll become serious players in building mail order sales to maximize their market...