Direct Marketing articles from October 1997

Direct Marketing archives from October 1997

Here it comes - IDMC! (Direct Marketing Assn comes up with International Database Marketing Consortium)
October 1, 1997... Last year, about this time, I traveled the East Coast and deep South to attend and exhibit at four shows. The last was the Direct Marketing Association's Annual Conference and Exposition in New Orleans. While at the annual conference, I met up...

Sales associates: the vital retail link. (creating customer databases through sales associates)
October 1, 1997... We have come a long way toward bringing database marketing into the store and spreading its benefits across the enterprise. However, the current in-store systems must continue to evolve. Today, we value customer-centric retailing, where the...

The Direct Marketing Audit: a review of our direct marketing efforts.
October 1, 1997... I would like to recommend a way for you to evaluate your direct marketing program, analyze it's strengths and weaknesses, and help extend and improve your efforts. In most businesses, an independent accounting group comes in at least once...

Design, legibility, and unnatural acts. (importance of design and other creative strategies)
October 1, 1997... Assuming that your copywriter has done a good job of writing your copy, your designer can encourage or discourage readership with the general layout and type treatment. So, your designer had better understand something about reading. There is...

How will marketers handle the end of the millennium. (marketing implications of the so-called Millennial Fever)(includes related article on the Heaven's Gate cult)
October 1, 1997... Millennial Fever[SM] is the global psychological and cultural response to the end of the millennium. Its effects are driving consumer behavior in all sorts of interesting ways. It provides lots of opportunities, but could also blindside you if...

Long copy - people do read it.
October 1, 1997... A constant challenge for me as a copywriter is helping my clients overcome their fears and misunderstandings of long copy. Some may not even read the copy handed to them and their first thought is, "It's so long. No one is going to take the...

Proof positive: humor does work. (assessment of cartoon use in advertising)
October 1, 1997... Why are all the "experts" so eager to dismiss something that has produced response rates as high as 100 percent? Here is proof that humor does work from the father of the personalized cartoon genre. In his latest book, Hershell Gordon Lewis...

Why do they do that? (An every-once-in-a-while continuing series). (marketing booboos)
October 1, 1997... Here are some more "you won't believe this" stories that I've accumulated since the last time I wrote about this theme. Is anybody watching? Does anybody care? What is happening here anyway? These are the questions we ask ourselves when we...

Follow-up mailings - three rules to improve effectiveness. (part 2)
October 1, 1997... (part II of a two-part article) From software to ice cream, from finance to fund raising, from phony surveys to video and record clubs, properly constructed follow-up mailings can generate business as few other direct marketing weapons can....

The best Postmaster General. (accomplishments of Postmaster General Marvin Runyon)
October 1, 1997... Gene Del Polito has recently written in a variety of forums concerning the positive rate trajectory at the U.S. Postal Service (USPS) and how their customers are being heard. He suggested we praise the Postmaster General (PMG) a bit more. Agreed....

How much outsourcing is right for you?
October 1, 1997... Companies that operate in a global environment are increasingly turning to teleservices as their tool of choice to build customer relationships in the complex world of international commerce. Companies that operate in a global environment 'are...

The marketing manager's job is, above all, to make sure that the clients are satisfied.
October 1, 1997... The problem with most organizations is that they do not know what it costs to get a customer. An organization that does not apply the acquisition cost concept makes no special effort to retain its clients. The only way to make money is having...

Personalized correspondence contributes to 25 percent increase in student enrollment at University of Detroit Mercy.
October 1, 1997... Freshman enrollment has reached record levels for each of the past several years while overall college enrollment has trended downwards. A major reason for the improvement is the ability of the admission's office to generate 250,000 pieces of...

The prospects for prospect databases: looking good!
October 1, 1997... Increasing postal rates, reduced budgets and downsizing are just a few reasons why more direct marketers are turning to a private or shared prospect database to find and build key customer relationships. Identifying and maintaining lifetime...

Road rage. (tips for solving reckless driving)(Editorial)
October 1, 1997... Who among us will develop a program to slow it down and redirect the energy? Who among us has not experienced road rage? I used to believe it was a shortcoming of the young ones who are often impatient with everything, including the slow, careful...

Here it Comes--IDMC!
October 1, 1997... Henry Reed Hake III "Hank" Last year, about this time, I traveled the East Coast and deep South to attend and exhibit at four shows. The last was the Direct Marketing Association's Annual Conference and Exposition in New Orleans. While at...

AOL To Acquire Compuserve In Three Way Deal.
October 1, 1997... America Online (AOL), the county's the country's largest on-line service is buying Compuserve Corporation through a deal with Worldcom Inc., the nation's fourth largest long-distance phone company. Worldcom will first acquire Compuserve for...

Canada Post Labor Talks Break Down & Possibility Of Strike Rises.
October 1, 1997... Talks between 45,000 union postal workers and Canada Post broke down recently, paving the way to a possible strike within the month. The Canadian Union of Postal Workers says the main issue is money. The union is seeking a pay raise of slightly...

The DMA Calls On USPS To Postpone Rate Hike.
October 1, 1997... Upon reports of a revenue windfall brought on by the United Parcel Service strike, The Direct Marketing Association (The DMA) is calling on the Postal Service Board of Governors to postpone the proposed rate hike, indicating that new revenues...

International Database Marketing Consortium Launched.
October 1, 1997... International Database Marketing Consortium is the name of a new initiative to provide direct marketing clubs and associations around the world with a central clearing house for speakers, seminars, tapes, videos, and a subscription to Direct...

Canada Agrees To WTO Rule On Magazine Measures.
October 1, 1997... The Canadian government has pledged to abide by a trade ruling against measures it had taken to protect its magazine industry, but said it would find other ways to promote Canadian magazines. The government sent a letter to the World Trade...

Woman Of The Year Names By WDMI.
October 1, 1997... Betty Anne Cooper, managing partner/director of strategic services at Gillespie, one of the largest communications agencies on the East Coast, has been honored with Woman of the Year Award by Women in Direct Marketing International. The award...

FTC Charges Florida-Based Telemarketing Scam.
October 1, 1997... The Federal Trade Commission (FTC) has charged seven individuals and four corporations, known as the Urso Group, with conducting an alleged nationwide telemarketing scam. The group offered a display-rack business opportunity for greeting...

Sass Opens New Mail Monitoring Company.
October 1, 1997... Direct marketer Michael Sass has announced the opening of a new mail monitoring and list protection company, Advanced Monitor Systems. Sass can be reached at Advanced Monitor Systems by calling (888) 659-7600. Sass has spent 14 years in...

The DMA Ethics Committees Seek Nominations For Membership.
October 1, 1997... In an effort to fill vacant positions on both of the Direct Marketing Association's (The DMA) two ethics committees, The DMA is seeking nominations for membership. The two committees are the Ethics Policy Committee and the committee on Ethical...

PMG Runyon Credits USPS For Taking Charge During UPS Strike.
October 1, 1997... At the National Postal Forum recently in Boston, the Postmaster General Marvin Runyon praised the U.S. Postal Service (USPS) for successfully stepping in to keep the countries parcels moving during the 16-day UPS strike, "Last month, thanks to...

Postal Service Awards $218 Million Hand-Held Scanners Contract To Lockheed Martin.
October 1, 1997... The U.S. Postal Service (USPS) took a giant step toward improving its package delivery capability with a $218 million contract awarded to Lockheed Martin. The contract supporting a new delivery confirmation system, provides 300,000...

Sales Associates: The Vital Retail Link.
October 1, 1997... We have come a long way toward bringing database marketing into the store and spreading its benefits across the enterprise. However, the current in-store systems must continue to evolve. Today, we value customer-centric retailing, where the...

The Direct Marketing Audit: A Review Of Our Direct Marketing Efforts.
October 1, 1997... I would like to recommend a way for you to evaluate your direct marketing program, analyze it's strengths and weaknesses, and help extend and improve your efforts. In most businesses, an independent accounting group comes in at least once...

AOL TO ACQUIRE COMPUSERVE IN THREE WAY DEAL.
October 1, 1997... America Online (AOL), the country's largest on-line service is buying Compuserve Corporation through a deal with Worldcom Inc., the nation's fourth largest long-distance phone company. Worldcom will first acquire Compuserve for nearly $1.2...

PMG RUNYON CREDITS USPS FOR TAKING CHARGE DURING UPS STRIKE.
October 1, 1997... At the National Postal Forum recently in Boston, the Postmaster General Marvin Runyon praised the U.S. Postal Service (USPS) for successfully stepping in to keep the countries parcels moving during the 16-day UPS strike. "Last month, thanks to...

AGENCY ACTION.
October 1, 1997... Donna Urbanowicz has been elected a vice president of DDB Needham Chicago (Chicago, IL (312) 552-6000)...Nobuko Nagaoka has been appointed vice president creative director at CM Partners, Inc. (Rolling Meadows, IL (847) 593-3232)...Jordan H....

AWARDS.
October 1, 1997... James A. Dawson, president and chief executive officer of Quebecor Printing (USA) Corp., has been awarded the 1997 Prism Award by New York University's Center for Graphic Communications Management and Technology.

The Interpublic Group of Companies, Inc.
October 1, 1997... The Interpublic Group of Companies, Inc. (New York, NY) has agreed to acquire the marketing service businesses of Marketing Corporation of America with capitalized billings of almost $300 million.

The News Corporation Limited and Heritage Media Corporation.
October 1, 1997... The News Corporation Limited and Heritage Media Corporation have consummated a previously announced transaction for a News Corporation subsidiary to acquire Heritage Media in a non-taxable merger transaction.

Xerox Corporation.
October 1, 1997... Xerox Corporation (El Segundo, CA (310) 333-3427) and DocuCorp International (Dallas, TX (770) 858-23282) announced a cooperative marketing agreement under which the companies will work together to offer the industry flexible, cost-effective...

Snyder Communications, Inc.
October 1, 1997... Snyder Communications, Inc. (Bethesda, MD (301) 571-6270) announced that it has acquired American Sampling Incorporated, a provider of product sampling and database marketing services within the U.S. focused on the new mother and baby markets.

Moore Corp. Ltd.
October 1, 1997... Moore Corp. Ltd. has acquired or contracted to acquire 21,783,915 shares of Coleagues Group, Plc, a British direct marketing firm.

Design, Legibility, and Unnatural Acts.
October 1, 1997... Assuming that your copywriter has done a good lob of writing your copy, your designer con encourage or discourage readership with the general layout and type treatment. So, your designer had better understand something about reading. There...

How Will Marketers Handle The End Of The Millenniun.
October 1, 1997... Millennial [Fever.sup.SM)] is the global psychological and cultural response to the end of the millennium. Its effects are driving consumer behavior in all sorts of interesting ways. It provides lots of opportunities, but could also blindside...

Long Copy -- People Do Read It.
October 1, 1997... A constant challenge for me as a copywriter is helping my clients overcome their fears and misunderstandings of long copy. Some may not even read the copy handed to them and their first thought is, "It's so long. No one is going to take the...

PROOF positive: Humor Does Work.
October 1, 1997... Why are all the "experts" so eager to dismiss something that has produced response rates as high as 100 percent? Here is proof that humor does work from the father of the personalized cartoon genre. In his latest book, Hershell Gordon Lewis...

Why Do They Do That?
October 1, 1997... Here are some more "you won't believe this" stories that I've accumulated since the last time I wrote about this theme. (An every-once-in-a-while continuing series) Is anybody watching? Does anybody care? What is happening here anyway?...

Follow-Up Mailings -- Three Rules to Improve Effectiveness (part II of a two-part article).
October 1, 1997... From software to ice cream, from finance to fund raising, from phony surveys to video and record clubs, properly constructed follow-up mailings can generate business as few other direct marketing weapons can. Why? Because the marketer's...

The Best Postmaster General.
October 1, 1997... Gene Del Polito has recently written in a variety of forums concerning the positive rate trajectory at the U.S. Postal Service (USPS) and how their customers are being heard. He suggested we praise the Postmaster General (PMG) a bit more....

How Much Outs outsourcing Is Right For You?
October 1, 1997... Companies that operate in a global environment are increasingly turning to teleservices as their tool of choice to build customer relationships in the complex world of international commerce. Companies that operate in a global environment...

The Marketing Manager's Job Is, Above All, To Make Sure That The Clients Are Satisfied.
October 1, 1997... The problem with most organizations is that they do not know what it costs to get a customer. An organization that does not apply the acquisition cost concept makes no special effort to retain its clients. The only way to make money is...

Personalized Correspondence Contributes To 25 Percent Increase In Student Enrollment At University Of Detroit Mercy.
October 1, 1997... Freshman enrollment has reached record levels for each of the past several years while overall college enrollment has trended downwards. A major reason for the improvement is the ability of the admission's office to generate 250,000 pieces of...

The Prospects for Prospect Databases: Looking Good!
October 1, 1997... Increasing postal rates, reduced budgets and downsizing are just a few reasons why more direct marketers are turning to a private or shared prospect database to find and build key customer relationships. Identifying and maintaining lifetime...

DM PEOPLE.
October 1, 1997... BUSINESS SERVICES Telemarketing Concepts (Yorktown Heights, NY (800)-666-0858) recently announced that Janice O'Marra has been promoted to senior vice president client services. R.R. Donnely & Sons Company (Chicago, IL (312) 326-8085)...

The Coastal Living Magazine.
October 1, 1997... The Coastal Living Magazine list of 170,000 names is now available. A special introductory list rental price of $90/M is being offered. Effective December 1, 1997, the base price will be $951M. Coastal Living, published by Southern Progress...

The FeelGood Catalog.
October 1, 1997... The FeelGood Catalog list of 25,000 12-month buyers is available (call for price). The FeelGood Catalog is a source for innovative heath maintenance products for people of all ages wanting to stay active, healthy and pain free. The products are...

The Western Angler.
October 1, 1997... The Western Angler list of 176,453 1995 fishing license holders is available for $55/M. The list is made up of fishermen from eight Western states, including Utah, Texas, Arizona, Wyoming, New Mexico, Colorado, Idaho, and Nevada. All of these...

Shareware Depot.
October 1, 1997... Shareware Depot is a list of over 72,472 names of avid computer users who purchase shareware software programs through on-line services such as America Online, Prodigy and Compuserve. The list features a last six month universe of buyers who...

Time Life Sweeps.
October 1, 1997... Time Life Sweeps is a list of 200,000 names of buyers who have responded to one of Time Life's Book, Video, or Music Products through sweepstakes package. Price is $80/M. With 50,000 new sweeps names added monthly, this is an ideal test for all...

Virtual Reality Enthusiasts and Responders.
October 1, 1997... Virtual Reality Enthusiasts and Responders list of 17,512 names, provided by CyberEdge information services, is available for $1 1O/M. The list includes engineers, scientists, programmers, and Fortune 500 business executives who are involved in...

Accepted Foundation Directors and Executives Masterfile.
October 1, 1997... Accepted Foundation Directors and Executives Masterfile of 32,200 names is now available (call for price). The list contains the names of directors and executives of endowed organizations responsible for billions of charitable dollars granted...

United Marketing Group Investor File.
October 1, 1997... United Marketing Group Investor File contains 100,000 names of highly direct mail responsive investors who have responded to various investment offers and have qualified with the ability to invest between $3,000 to $10,000 plus. They are...

Road Rage.
October 1, 1997... Who among us will develop a program to slow it down and redirect the energy? Who among us has not experienced road rage? I used to believe it was a shortcoming of the young ones who are often impatient with everything, including the slow,...

ACFRFR: Presenting Itself as "The Nonprofit Litigation Coaltion".
October 1, 1997... Not long ago, the American Charities for Reasonable Fundraising Regulation (ACFRFR) filed Suit in Federal District Court in a Florida county. The suit related to registration and reporting by a professional fund-raising counsel to non-profit...

1998 Non-Profit Software Guide.
October 1, 1997... Editor's Note: The following guide is included every October in Fund Raising Management. All listings were supplied by the vendor and were structured accordingly to the vendor's request. Inclusion in this directory does not constitute an...

On Motivation.
October 1, 1997... Part I: The Self Think back to when you began your present job. Were you new to the organization? Or were you promoted from within? Perhaps this is your first job in development? What were your feelings: apprehension, excitement,...

MONEY POURING IN TO PRINCESS DIANA'S FAVORITE CHARITIES.
October 1, 1997... One week after the Princess of Wales Memorial Fund was established in Diana's memory, tens of millions of dollars have been contributed and it is probably going to be the largest charity in Britain. Money from individuals alone has reached...

GRIZZARD CAPTURES DIRECT MARKETING BUSINESS FOR THE SALVATION ARMY IN CANADA.
October 1, 1997... Building on a relationship in the United States that spans more than five decades, the Grizzard agency has been assigned the responsibility of developing a comprehensive direct marketing program for The Salvation Army in Canada. Grizzard landed...

Non-Profits and the Internet.
October 1, 1997... Everywhere you look these days, it seems that you see www.something or someone's handing you a business card with an e-mail address. The media hype surrounding the Internet makes getting on the information superhighway seem especially urgent....

THE ARTFUL JOURNEY.
October 1, 1997... THE ARTFUL JOURNEY is the first really practical book on major gift fund raising. It is a step-by-step guide to ensuring a successful ask. The book promises a fail-proof roadmap -- and it delivers. Author William T. Sturtevant is a master...

LESSONS FROM ABROAD.
October 1, 1997... LESSONS FROM ABROAD Fresh Ideas From Fund-Raising Experts in the United Kingdom is a new book by Judith E. Nichols Ph.D. CFRE. The U.S. is the most advanced economic power in the world and fund raising is no exception. Fund raisers outside of...

RELIGIOUS ORGANIZATIONS AND THE LAW.
October 1, 1997... RELIGIOUS ORGANIZATIONS AND THE LAW, a new two-volume book by William W. Bassett, is the first comprehensive resource for attorneys who perform litigation and transactional work for churches and represent plaintiffs filing law suits against...

A Question Of Community: At Not-for-Profit Hospitals Health Is A Local Affair.
October 1, 1997... For-profit hospitals' entrepreneurial status, big business climate, and adherence to market discipline mandate that their services be considered akin to any other market commodity, to be bought and sold at the highest margin to the largest...

Recapturing The Lapsed Perennial Donor, Part II.
October 1, 1997... Last month we talked about the reasons why your lapsed donors are extremely valuable to you, about the need to attack the lapsing habit (as much of a habit among donors as the giving habit) early in the process, and about the fact that a...

Will Success Spoil the Theater That Produced "Rent?".
October 1, 1997... It isn't quite "Chorus Line" but in spite of the differences, the similarities have been noted, more often than not. The giant Broadway musical hit "Rent" began its life as "Chorus Line" did, in a non-profit institutional New York City...

Time Flies When You're Having Fun.
October 1, 1997... What is the biggest gripe non-profit executives have about special events? Time. Special events traditionally require more time than other fund raising efforts. Significantly more. Of course, events frequently raise less money as well, and...