Direct Marketing articles from October 1995

Direct Marketing archives from October 1995

Coming of age: a snapshot of insurance direct marketing and its future.
October 1, 1995... About one half of the total insurance direct marketing new and renewal income is said to be attributable to the mail order distribution channel in the United States. The numbers, at first glance, appear staggering! Insurance companies...

Marketing database heats up tourism for sunny Aruba.
October 1, 1995... Aruba has doubled its 12 percent inquirer conversion rate to 26 percent through a marketing database program. "Bon Bini!" "Welcome" to the island of Aruba. This is the traditional way visitors are welcomed in Papiamento, Aruba's local...

An interview with Stanley Marcus.(Interview)
October 1, 1995... "I have the simplest tastes. I am easily satisfied with the best." - Oscar Wilde Via Stanley Marcus For his next book, columnist Murray Raphel is interviewing some of the greatest retailers in the world to discover what niche they...

Drinking it in: communication is key to Snapple's customer loyalty. (Snapple Beverage Corp.)
October 1, 1995... Snapple has its own great communicator - "Wendy the Snapple Lady." Wendy receives more than 100,000 letters a year, thanks to an address printed inconspicuously on every can and bottle. There may be a few people left on the planet who have not...

Cruisin' down the 'hype-er space' road: how to write copy for the (gulp!) Internet. (part 1)
October 1, 1995... Reaching your target is as easy as knowing exactly who your target is. Otherwise, you're in for a nasty surprise. (First of a five part series) Standard comments by "experts" in a field so new anybody can hang up an "Expert on Premises"...

Basic telemedia provide backbone for new database network.
October 1, 1995... Interactive technologies work best when they bring new benefits to the consumer and the marketer. Precision demand and relevance turn even the simplest concepts into winners. As we continue our examination of how to use new, interactive...

Hopelessly devoted to you: loyalty is a powerful two-way street!
October 1, 1995... A marketing database program is an effective way to build loyalty, increase customer frequency, improve customer retention, and boost sales. (Part three of a series) Let's talk about TRADING AREAS. What is a trading area?" A trading area is...

Discovering direct response radio: 14 tips for writing ads that work.
October 1, 1995... Radio spots are powerful, inexpensive, and easy to produce. In addition, radio listeners are highly responsive. Radio offers direct marketers a unique blend of benefits, including sales to targeted, highly segmented audiences, and an...

Inspirational niche products inspire catalog sales.
October 1, 1995... Red Rose, which mailed 7 million catalogs during Fiscal year 1995, generates more than $13.6 million in sales to customers who seek an uplifting message, a meaningful life, and/or personal growth. It all began a decade ago, over a kitchen table...

Highlights of mail order marketplace.(Industry Overview)
October 1, 1995... A key aspect of 1994 was a shift to the international market to meet mail order sales growth. Last year was also marked by new or expanded business market development. Last year marked the shift to the international market to meet mail order...

Internet buyers: will the surfers become buyers?
October 1, 1995... The growth of Internet shipping will depend on how a broad base of customers, not an elite customer group, like this new buying medium Amid a storm of hype and buzz words, business is beginning to dominate the Internet. Selling is escalating...

International mail deliverer helps publisher process response cards, subscriptions faster. (Canon Communications Inc.)
October 1, 1995... In the past, the delay for processing subscriptions and reader service cards could be two months. This period has been cut substantially. Suppose an international publishing company was based in the United States and its medical magazines were...