Direct Marketing articles from May 1996

Direct Marketing archives from May 1996

How supermarkets capture customers with their 'net.' (Internet)
May 1, 1996... The biggest business in the United States is food. If you Tasked supermarket executives the purpose of their business, they would answer, "Selling food." But relationship marketing has caught up with supermarkets. The focus of their business...

Promoting business seminars effectively.
May 1, 1996... Why do people attend business seminars? This is something I should know cold, since I teach lots of seminars, but I'm a little fuzzy about it. There are almost as many motives as there are registrants, I guess. Most straight-forward of these?...

CD-ROM: is it the answer to multimedia direct marketing? (part 2)(compact disc-read only memory)
May 1, 1996... The CD-ROM (Compact DiscRead Only Memory) is an optical storage medium that has been around for quite some time. Obviously, audio compact discs have revolutionized the music industry and, more recently, multimedia compact discs have become the...

Measuring the customer's variation in value.
May 1, 1996... Does your organization measure the variation in value that its customers have for its products or services? Does it include any measurement of variation in value anywhere in the marketing strategy? Does it attempt to go beyond the segmentation...

Mail order marketing: a world wide view.
May 1, 1996... One has only to look at the tremendous impact of direct mail in the United States to realize the incredible potential of this marketing medium for the rest of the world. If what mail order has done for commerce and, sales levels in the United...

Before I forget.... (part 2)(grammatical rules for direct mail sales letters)
May 1, 1996... Readers of this distinguished publication are used to the nit-picking I often perform in its pages. I don't apologize for picking nits. For every direct marketing revelation equal to Einstein's Theory or Newton's Law we have 10,000 minuscule...

Retail advertising effectiveness.
May 1, 1996... A new survey commissioned by ADVO, Inc., has found that relatively few grocery and discount retailers are using targeted marketing programs to address key distinctions in their shoppers' preferences, based on demographic and regional...

Romancing the phone. (telemarketers)
May 1, 1996... A great love affair has begun. Europeans have fallen in love with the telephone. And who better experienced to foster that love affair than telephone-savvy American companies? Over the past 20 years, U.S. marketers have recognized the...

World class telemarketing: managing and motivating phone reps.
May 1, 1996... Is your telemarketing operation world class? Operating at peak efficiency and effectiveness? If not, wouldn't you like it to be? As I discussed in a previous article (Direct Marketing, September 1995), effective telemarketing operations are...

The 1996 software guide. (programs for direct response advertisers)(Buyers Guide)
May 1, 1996... There has been a wide range of advances in technology and software programs. A broad variety of products is available to help companies involved in direct marketing manage data more efficiently, target get prospects more acurately, and reach...

Scott Paper Company achieves growth with innovative marketing campaign.
May 1, 1996... An excellent starting point for any marketing campaign is a product that fills a clear need of a specific target group. In this case, Scott had a product that truly delivered. Scottfold[TM] is designed to eliminate "messy towel syndrome" in...