Direct Marketing articles from September 1997

Direct Marketing archives from September 1997

UPS trucks roll out while tentative agreement is voted on. (United Parcel Service)
September 1, 1997... Following a 15-day strike, the Teamster's union and United Parcel Service (UPS) came to an agreement. Highlights of the agreement are as follows: * 10,000 part-time jobs would be converted to full-time jobs over the five years of the new...

One-to-one communications triumph in First Union acquisition.
September 1, 1997... In the past, merger communications were often viewed as legally mandated mailings. Now banks are beginning to see these merger mailings as a terrific marketing opportunity. Nowadays it is difficult to find a bank customer who has not...

Thinking like a direct marketer.
September 1, 1997... Thinking like o direct marketer involves keeping alert for opportunities to reach your prospects, understanding how to recognize potential direct marketing opportunities, knowing what will appeal to people, developing and enhancing relationships,...

Implementing the plan.(Exploring Database Marketing Pitfalls: A Retrospective, part 2.)
September 1, 1997... In this article, we move into the implementation phase, which deals with harnessing the computer to turn your objectives into practical reality. With this article, we continue our analysis of 10 years' worth of database marketing histories...

The 10 commandments of customer service.
September 1, 1997... "I have always believed that if I can please the 5% of our customers who are the most discriminating, I'll never have any difficulty in satisfying the other 95% who are less critical. The latter know the difference between good and bad. But the...

Business-to-business catalog page design.
September 1, 1997... To be a successful cataloger your catalog pages must contain many things. Here we take a look at the ingredients needed. To be a successful cataloger your catalog pages must contain many things. Keeping in mind the customer's fast-paced scan of...

The competent and the consummate: why Rodale rules. (Rodale Press Inc.'s publications)
September 1, 1997... If you're involved in direct marketing, you should study what Rodale does, no matter what kind of products you're purveying. The Milton of mail order, the Dante of direct mail, the Hemingway of the hard sell - that, to me, is Rodale. If you're...

The "5Rs" of purposeful dialogue.
September 1, 1997... Without the right guidelines for managing customer dialogue and interaction, marketing efforts can end up being slaughter houses. One of the few advantages of growing up in southern Indiana was hearing the earthy wisdom of local farmers such...

Who says there's no free lunch? How about follow-up mailings?
September 1, 1997... Follow-up mailings represent an extraordinarily low-cost way to rereach customers and prospects. Whether as public relations cement or as a direct appeal, the opportunities too often are overlooked or misused. In this issue and the next we'll...

"When in doubt, tell the truth." (advertising)
September 1, 1997... Few products and services are top-notch. They need an experienced hand to turn features into benefits, find the unique selling propositions and create the big idea that will send the sale curve through the roof. Mark Twain, an entrepreneur,...

Let's get organized! How marketing strategies helped Planner Pads become successful.
September 1, 1997... When Gary Parker bought Planner Pads, he bought a few trademarks and copyrights, a very limited inventory and several shoe boxes of customer cards with names and addresses on them. Once upon a time, a very long time ago... That's how this...

Thank you so much for your recent purchase... customer retention begins with the basics.
September 1, 1997... Customer retention is all about knowing your customers personally through your database. You should still know who they are and where they live, keep track of everything they buy, and ask if they were satisfied with their last purchase. It is...

Another win for Internet self-regulation.
September 1, 1997... In leading off her lengthy opinion with "the Internet may be the premier technological innovation of the present age,"(1) Judge Preska took and endorsed a literal interpretation of information superhighway and sent a strong message of support for...