Direct Marketing articles from June 1998

Direct Marketing archives from June 1998

U.S. firms hurt by China ban. (ban on all forms of direct selling)(Direct Intelligence)
June 1, 1998... Thousands of sales staff have lost their jobs with direct selling firms as the Chinese government enforces an April ban condemned by the top United States trade negotiator. China's state media reported that authorities had forced several...

The DMA comments on European data protection directive. (Direct Marketing Association)(Direct Intelligence)
June 1, 1998... The DMA, in a letter to the U.S. Department of Commerce, asserted that the privacy of consumers is well-protected by the self-regulatory and peer-review regime that governs personal information protection and direct marketing in the U.S., and...

The ban in China: how direct marketing is affected.
June 1, 1998... The Chinese government's ban of direct selling doesn't apply to traditional forms of direct marketing such as direct mail, catalog marketing, telemarketing, or direct-response advertising. In fact, direct marketing in China is a growing industry....

Great letters and why they work. (technique in writing a sales letter)(Cover Story)
June 1, 1998... Use every appropriate technique to boost your correspondence's effectiveness. Even with all the new media we have available today, a letter remains one of the most powerful ways to make sales, generate leads, boost retail traffic, and solicit...

Controlling the Internet and other fantasies.
June 1, 1998... Those who have caught the clearest vision of the Internet s potential are calculating in their comments and even somewhat restrained in their enthusiastic predications. When it comes to the Internet, there are no experts. There may be...

M2: raising marketing to a higher power. (measured marketing)
June 1, 1998... Your marketing is not thoroughly measured until you have evaluated it in three ways: by the return on investment, through bench marking, and by estimating the value and use of the information you have collected. As it is often practiced, direct...

Making your message hit home: some basics to consider when selecting media.
June 1, 1998... In this article, we will look at the various media choices and where they can be used most productively, as well as some of the issues marketers must address in making this very important "match" among the audience, the message and the media....

The fastest & best ways to get business.
June 1, 1998... Simple suggestions that will help you improve your business. Here are tips to making more sales, retaining customers, and increasing business contacts. 1. Mail to Your House List Names and addresses of people who have bought from you,...

Choosing the right program. (customer loyalty programs)
June 1, 1998... In the last five years, the number of database-driven loyalty programs has grown and mutated. How do you make sense of the proliferation of programs? Customer loyalty programs have been around for a long time. Take the baker's dozen, for...

The direct marketing juggernaut, 1998: failed predictions, botched relationships, sleaze, and success.
June 1, 1998... Direct marketing has evolved from a small thing into a big thing, although not quite in the ways we anticipated. Are you - like me - almost overwhelmed at the sheer power, volume, and economic force of direct marketing in the late 1990s?...

Do you really need a data warehouse?
June 1, 1998... By concentrating on only one type of enabling technology, the real business and marketing issues are not addressed. A proper determination of which database marketing system provides value in an organization requires a broader framework for...

American Media "how-to" training products.
June 1, 1998... A review of an on-line catalog. A good half-plus of my business is conducting "how to..." workshops and seminars. I have been doing this since 1982 - having given more than 1,100 presentations in 41 countries on six continents. Thus, teaching...

Sharing responsibility for E-commerce and the privacy issue.
June 1, 1998... Direct marketers' responsibility and government regulation may be answers in reaching a balance between e-commerce and privacy. Probably no one would argue the point that e-mail marketing is a powerful tool, which will find an even greater...

Why do they do that? (An ever-so-often continuing series). (marketing programs)
June 1, 1998... With all the articles addressing customer service, customer satisfaction and customer delight, you would think there would be a decline in these misadventures. You would think so. But then we heard about these... "I just received a mailer for...

Translating creativity into action: a foolproof five step plan. (part 4)
June 1, 1998... (Part Four Of A Series) Up to this point in the creative process, you've been instructed not to pass judgment on the ideas that have been generated. Now it's time to examine the ideas to see if they have merit and if they can be used to help...

How to get creative in less than 60 minutes.(Copy Talk)(Column)
June 1, 1998... While I would not recommend to anyone that they take on the challenge of writing copy with only 24 hours notice, life has a way of throwing us curve balls once in a while and you may need to. You may be asked to write a list of headlines, a...

Top legal issues in Internet planning.
June 1, 1998... As reviewed in the Fourth Wave(1), over the long haul, the culture determines the law, not vice versa. There have been a number of false starts by businesses whose elites believe the market is still TV mass-oriented (look for any seminar on...