Direct Marketing articles from March 1997

Direct Marketing archives from March 1997

Internet the hot topic at Chicago Direct Marketing days '97.
March 1, 1997... Cyberspace dominated the two-day program at Chicago Association of Direct Marketing's 43rd annual bash (Sheraton Chicago Hotel) where more than 3,000 marketers gathered, according to Pat Wheelless, CADM president. The CyberDiner was a special...

Internet a big hit at Florida days. (1997 Florida Direct Marketing Conference and Exhibition)
March 1, 1997... Six of 20 sessions were devoted to marketing in cyberspace at the 21st Annual Florida Direct Marketing Conference & Exhibition recently at the Ft. Lauderdale Convention Center. (See page 68 to,order audio cassette tapes on any of the speakers.)...

Tips on improving your catalog creative. (direct mail catalogs)(Highlights of Florida Direct Marketing Days '97)
March 1, 1997... Audio cassettes of all the seminars presented at Florida Direct Marketing Days '97 are available - see page 68. What kind of catalog fits your needs as a company? That's the first question that should be asked before the design on your catalog...

Essential elements that can make or break your direct marketing campaign.(Highlights of Florida Direct Marketing Days '97)
March 1, 1997... Knowing that the basics are necessary in any direct marketing endeavor, Rene Gnam, a leading authority in the direct marketing industry, wowed attendees with 18 essential elements to a direct marketing campaign during his seminar at Florida...

Card decks: are they hot again?
March 1, 1997... Card decks were in a mild eclipse for a couple of years. Now they' re back. Some users say they're pulling well; others say results are spotty. What are some keys to strong response from a card buried in the bowels of a deck? Have you noticed...

"Only the shadow knows": shining a light on shadow demand.
March 1, 1997... The unfortunate fact is that the vast majority of order entry systems in use today simply don't gather information about what happens when customers learn the products they've requested are out of stock. When you ask DM inventory managers what...

Six ideas to make your retail database work.
March 1, 1997... Marketing is certainly more than advertising and promotion. It is hospitality, salesmanship, service and making the customer feel good. As the number of restaurants continue to increase, and alternate sources for prepared food multiply, food...

Brand loyalty management: the basis for enduring profitable growth.
March 1, 1997... Nineteen eighty-seven was the year brands went from being a marketing issue to a boardroom issue. It was the year that the financial community discovered the financial value of brands. The following speech was delivered during Catalina...

Bathtubs, lightning bolts, and writer's bloc (or how to start being creative by not being "creative"). (part two)
March 1, 1997... We need to reorient our view of creativity; we need to think "problem solving" rather than "creation." Creativity is not a mysterious, disorganized "AH-HA" experience. Last month, I told you the inspiring story of Archimedes, the Greek...

Direct mail cleverness and cluelessness.
March 1, 1997... Direct mail cleverness and cluelessness are dramatically highlighted in recent mailings from Consumer Reports and Mercedes-Benz. Guess which one is clever and which one is clueless. In this ambiguous world, where most things come in shades of...

How a San Francisco movie complex breaks attendance records with database marketing.
March 1, 1997... "The largest potential for increased business lies in improving store merchandising and enhancing customer relations." - Anderson Consulting Turn to the entertainment pages of the New York Times and you'll find an ad that says by dialing...

How not to succeed in direct mail.
March 1, 1997... I find a good part of the trouble mailers get into stems from a misunderstanding of just what is involved in "doing more of what works" and "doing less of what does not work." In direct mail (as for business in general), the basic rule is very...

Wientzen defines the industry's future "history." (direct marketing)
March 1, 1997... In reading the 2/10/97 DM News headline, "DMA, Members Split on E-Mail," one is reminded of the English poet, Samuel Taylor Coleridge, who said "If men could learn from history, what lessons it might teach us." DM News writes as if there is no...

Editorial. (impact of impending deregulation of electric utilities on direct marketing)(Editorial)
March 1, 1997... Electric utilities, perhaps the last U.S. industrial monopoly, is about to become deregulated by an act of Congress. Samuel K. Skinner, president, Commonwealth Edison of Illinois, discussed the drastic changes ahead for utility marketing in an...