Direct Marketing articles from September 1995

Direct Marketing archives from September 1995

Telemarketing programs require periodic evaluation.
September 1, 1995... Effective telemarketing operations are based on four primary elements: planning, people, process, and tolls. To assure peak performance, each of these interrelated elements should be examine periodically by direct marketers. Most direct...

Targeting small businesses for telemarketing and mail order sales. (Information Management Network)
September 1, 1995... With small businesses flourishing, marketers are targeting them for everything from credit cards to long-distance calling and Internet seminars. One of the earliest firms to master the intricacies of direct marketing for this fast-paced...

Hopelessly devoted to you: loyalty is a powerful two-way street! (part 2)
September 1, 1995... There are several major components to make a loyalty marketing program function properly. Let's walk through them one-by-one. First is the CREATION and MAINTENANCE of the DATABASE. Let's define database: Database marketing is a gathering,...

Technological developments delivering 500 TV channels are only the tip of the iceberg.
September 1, 1995... For those of you who are impressed with the technological developments capable of delivering 500 TV channels, you are only seeing the tip of the iceberg. The world will have 500+ shopping channels by the end of the century and the Internet will...

Planning and using infomercial campaigns effectively.
September 1, 1995... As a direct marketer, you know that the longer you keep a prospect's attention on your product benefits, the greater the chance they'll become a customer. But did you know that as customer cynicism becomes more the cultural norm, the more...

Self-contained mailer system designed to encourage response.(Cover Story)
September 1, 1995... As every direct marketer knows, capturing a busy consumer's interest and eliciting a positive response are affected by a myriad of variables. It's impossible to pinpoint exactly what prompts a potential customer to fill out a reply card, return...

Key factors for being a marketing juggernaut in mid-1990s.
September 1, 1995... We don't believe much in public transportation here in Southern California, where I live when I'm not on airplanes. Unhygienic, I guess, not to say communistic. This is car country, folks, with a capital "C." It makes good sense to belong to...

An interview on reclassification. (Goodkind and Goodkind Direct President Dan Goodkind)(Interview)
September 1, 1995... Paper and postage are the two leading subjects that marketers have been discussing recently. There have been rumors that there may be rate increases in February 1996 and possibly again in 1997. To bring these topics into clearer focus, Henry R....

Marketing with TV by Mail.
September 1, 1995... When Cadillac wanted ton introduce its new Northstar the company's research showed that owners of BMWs represented an especially vulnerable target. So Cadillac took aim with an increasingly popular weapon: TV by Mail. It sent eight-minute...