Direct Marketing articles from June 1997

Direct Marketing archives from June 1997

On failed prophesies, flawed targeting and misattributed print ads.
June 1, 1997... The true function of advertising is to fuel the consumer economy. Its ceaseless propaganda works exquisitely well in reminding us that we are inadequate, and that buying things will make us whole. Ads don't work, for the most part, but...

Annual computer software guide. (part 2)(Buyers Guide)
June 1, 1997... Targeting and Reaching the Right Customers More Effectively The Annual Computer Software Guide, a two-part series, focuses on advances in programs for direct response advertisers. Part one covered Business Management Systems, Desktop...

The challenges.(How to Reap Profits and Avoid Pitfalls When a Catalog Is Only Part of Your Business, part 2)
June 1, 1997... Last month in Part One the five major benefits that add-on cataloging can deliver to your company was examined. This month Part Two will focus on the five key challenges faced by add-on catalogers. Your core business is manufacturing,...

Make retail marketing work for you through creative channel marketing opportunities.
June 1, 1997... "Channel marketing" is sometimes incompletely explained as a manufacturer determining which items will be promoted through which distribution outlets, at what price, and during what period. This may have been a complete definition at one time....

Realizing the strength of testimonials and how to utilize them in your business.
June 1, 1997... Testimonials given by satisfied customers are far, far more effective than testimonials given by celebrities because the customer-to-be knows the celebrity is paid for their endorsement. When you open Harvey McKay's book, Swim With The Sharks...

People who need people... are the luckiest marketers I know! (people skills in marketing)
June 1, 1997... I am going to show you why talking about people is very smart indeed, much smarter than talking about abstract ideas, and how you can use this idea to dramatically boost response to your marketing efforts. There is a saying: Dumb people talk...

Does your 'loyalty' program inspire any loyalty?
June 1, 1997... A reward is as subject to The Clarity Commandment as a conventional mailing. If the recipient can't penetrate the benefit...or if the benefit doesn't seem beneficial...you may be better off not offering a loyalty "bonus." Here are some logical...

DMDNY conference attracts record number of attendees. (New York's Direct Marketing Days)
June 1, 1997... Some 4,000 marketers made the 31 st running of New York's Direct Marketing Days (DMDNY) a happy, busy time with former President George Bush as the luncheon headliner. The packed Grand Ballroom, where five of us restarted DMDNY back in 1967, gave...

Why United States catalogers should enter Europe now.
June 1, 1997... The most important reason for U.S. companies to enter the European Union now is the fact that the trend from big book to niche marketing and specialogs has set in. Europe's economic climate is gradually improving, and coupled with improvements in...

The incredible pencil test. (for direct marketers)
June 1, 1997... The Incredible Pencil Test is fun and it is a great way to get everyone involved and thinking. However, it has important lessons for direct marketers. Just for a moment, pretend that you are a direct mail copywriter back in the year 1869....

Houston Chronicle launches new marketing campaign.
June 1, 1997... The new campaign, a branding tool for the Chronicle, describes ways the Chronicle's news is meaningful to its readers as well as reflects upon the Chronicle's nearly 100-year legacy of touching the community. "Touch the news that touches you"...

Avoiding the software police. (software piracy)
June 1, 1997... One of your firm's most valuable assets is its business information. Some of this is stored in your head and some will be stored in books. Most will be available through the computer to facilitate easier retrieval. The widespread use of computers...