Direct Marketing articles from November 1996

Direct Marketing archives from November 1996

1996 Echo Awards: spotting the trendsetters. (best direct response campaigns)(Cover Story)
November 1, 1996... Once again the Direct Marketing Association has bestowed its Echo Awards in recognition of the best direct response campaigns of the year. Unfortunately, we can't cover all the winners, so in the next few pages we have spotlighted some of the...

New approach to database marketing scores points in packaged goods.
November 1, 1996... Target Dimensions has been stirring up the U.S. packaged goods market by breaking old marketing compromises. They have developed unique ways to create the economies of scale associated with mass marketing, while achieving the persuasiveness of...

Call centers: the Vikings are back! (Norway's Paintbox)
November 1, 1996... Since discovering America Norwegians have found new ways of calling on people. Norway is a fascinating country. It's the size of New Mexico, has a population of 4.3 million and its coastline is longer than the U.S.! I've just returned from my...

The Goblins will gitcha if you don't watch out! (fear-based direct marketing)
November 1, 1996... As the direct marketplace sinks deeper and deeper into the Age of Skepticism, more and more marketers are depending on that Great Motivator, Fear, to grab attention and stimulate response. Careful, please: Overdependence on Fear and misuse of...

Scania choses direct mail to keep on truckin!
November 1, 1996... A few of the importers hod previously used direct mail with success, but what if Sconio offered these importers a complete direct mail program with standard art and design and copy translated for each country? Would that work? When Scania...

An old industry and their new marketing methods.(natural health care products)
November 1, 1996... Natural health care product marketers have discovered direct marketing like never before. How does their approach compare to yours? I'm standing in a natural health food store with the worst cold of my life (at least it feels that way). The big...

Online technology ushers in one-to-one marketing.
November 1, 1996... Online services will drive marketing to the opposite end of the spectrum from "mass" marketing to customized, "one-to-one" marketing. Remember Betty Furness sweetly swinging open Westinghouse refrigerator doors week after week? Remember the...

Deconstructing L.L. Bean's new holiday catalog - a masterpiece of its genre.
November 1, 1996... Just a few years ago, L.L. Bean seemed out of touch and out of tune. But today, things have changed. The current L.L. Bean holiday catalog is not only a masterpiece of its genre, but it displays a sort of premillenial perfect pitch. Just a few...

Achieving customer loyalty through increased usage of teleservices. (includes related article on selecting a service bureau)
November 1, 1996... Over the last several years, the boom in teleservices has prompted companies such as IBM, Xerox, Ryder, Thomasville Furniture and Saturn to use, or join, the teleservices arena. Customer loyalty is the key to business success in the 90s. Many...

The Internet's expanding role in building customer loyalty.
November 1, 1996... One of the most exciting and successful uses of this revolutionary technology may be the Internet's role in building customer loyalty and maximizing sales to your existing customers. As your company begins its journey down the information...

The "Virtual Agency:" just what the doctor ordered.
November 1, 1996... This new breed of marketing communications firm, the virtual agency, features a collaboration of experts, typically from a pool of big agency expatriates, who have streamlined creative development, account service, and even the billing process....

Achieving world-class database marketing with customer-focused strategies.
November 1, 1996... The number one responsibility of a company's senior management is to raise the company's value by increasing sales and reducing costs - a basic economic premise. Using traditional accounting methods, a company's value is normally represented...

Quality of legal infrastructure is a key indicator of economic potential. (Part 2)
November 1, 1996... Part II of this article continues with definitions of primary boilerplate text. (Part one of this article appeared in the October 1996 issue) Indemnification-The specific scope should be defined. It should always include all direct costs...

Technology replaces the "good old days." (mail piece design and production)
November 1, 1996... Do you remember the "good old days" in mail piece design and production? Your choices were much simpler just a few short years ago. Cheshire labeling was the standard way of addressing, ink jet was an alternative whose quality was in question,...

Direct mail: the real threat to newspapers.
November 1, 1996... What garbage!! That headline appeared in the November 1996 Issue of the American Journalism Review (8701 Adelphia Rd., Adelphia, MD 20783-1716). It was penned by John Morton, a former newspaper reporter and now an analyst with Lynch, Jones &...