Direct Response articles from February 2003

Direct Response archives from February 2003

EDITORIAL: Permission to market.(Brief Article)(Editorial)
February 1, 2003... What are your new year's resolutions, dare I ask? Or should I be writing in the past tense? If you're like me, your resolutions didn't make it past the middle of January. But here's a resolution that direct marketers might find worth...

ONE-MINUTE BRIEFS: DM recycling targets cause furore.(direct mail)
February 1, 2003... GOVERNMENT - Comments by a Government minister over the recycling of direct mail have caused a furore in the industry. In an interview reported in the Financial Times, Michael Meacher, minister for the Department of Environment, Food and...

ONE-MINUTE BRIEFS: Smith out of Prospect Shop.(Rosemary Smith)(Brief Article)
February 1, 2003... DATA SALES - Rosemary Smith has left her job as managing director of data owner and broker The Prospect Shop. Her move is thought to have been sparked by differences over the business's strategy. Smith is now on three month's gardening leave....

ONE-MINUTE BRIEFS: Coupe takes up DMA reins.(David Coupe becomes chairman)(Brief Article)
February 1, 2003... DMA - David Coupe, managing director of Experian's Marketing Services Division, has been appointed chairman of the DMA. Coupe takes over from Jenny Moseley of Grange Direct, who remains on the DMA board. Coupe spent the past two years...

ONE-MINUTE BRIEFS: Digital CRM for Masterfoods.(Brief Article)
February 1, 2003... FMCG - The decision by Masterfoods to launch a CRM-driven digital marketing campaign across its most famous chocolate brands is the shape of things to come for FMCG brands, experts say. The ambitious initiative, called Chocollect, is part...

OPINION: Drayton Bird on... client-agency aggro.
February 1, 2003... Agency-client relationships are a bit like marriage - but without the pleasures of sex. Here are nine areas where things go wrong. 1. No agreement on how results will be assessed. Both parties must know what they are trying to achieve - and...

OPINION: Ken Gofton on... spam.(Column)
February 1, 2003... What the US does today, the UK does tomorrow - a well-known law that explains everything from rising obesity levels and falling TV audiences, to the fact that blackcurrant flavoured coffee is now widely sold on many high streets. Yuck. New...

OPINION: How to... mount a DRTV advertising campaign.(Direct response TV)
February 1, 2003... Direct response TV is now mainstream, used by the likes of Direct Line and AOL. Mike Colling presents his guide to getting the most from the medium, while avoiding some of the potential pitfalls Television dominates our lives: 95 per cent...

CASE STUDY O2: Holding on - O2 cuts churn in the mobile market.
February 1, 2003... A mix of highly targeted discounts and some innovative multimedia loyalty techniques are helping O2 retain users. Mobile phone operators shed up to half their customer base every year and loyalty schemes seem to make little impression in...

LEGAL EAGLE: Softly, softly on registers.
February 1, 2003... James Milligan on access to data on directors, business card draws and new agency staff rules Q I've read that the Government is planning to restrict access to the Directors' and Shareholders' Registers maintained by Companies House. ...

CREATIVE MASTERCLASS: Let's stick together.(rules of healthy relationships with customers)
February 1, 2003... When you want to snuggle up close to your customers and whisper sweet nothings in their ear, you have to follow the basic rules of any healthy relationship, advises Sean Roberts Relationships, don't they always start off so well? That...

DATA CLINIC: Ask the experts.(database marketing)
February 1, 2003... Leading database specialists answer readers' real life data problems. This month they tackle loyalty cards, car mailings, packaging reply data and suppression costs/benefits We're a grocery chain. How should we use our loyalty card data to...

DATA CLINIC: Get connected.
February 1, 2003... Dataforce's Mike Beak reviews some of the web sites that help him get the most from his working day, from the latest news and e-business case studies to footie stats My job is to help clients improve their online capability, so I need to...

DATA CLINIC: How to hire... an MSP.(managed service provider)
February 1, 2003... Picking the right managed service provider (MSP) can be a daunting prospect. Tim Pottinger shows that laying the right foundations can lead to long-term gains Gain boardroom buy-in Outsourcing is an attractive proposition to the board...

DATA CLINIC: DataTalk.(permission-based direct marketing)
February 1, 2003... Fearing rejection from ad-saturated consumers, far too many firms shy away from pursuing true permission-based marketing. But Ross Duncan believes it is the only way forward for the industry. Consumers are getting more demanding, more...

DATA CLINIC: What I do in data - 'HJ' Colston, direct marketing and database executive, Lloyd's of London.
February 1, 2003... How did you arrive in this job? What is Lloyd's of London? Lloyd's is the world's leading insurance market. Founded in the 17th century, Lloyd's operates as a market for 71 syndicates to compete for business from companies all around...

DATA CLINIC: What is... CRISP-DM.(CRoss Industry Standard Process for Data Mining)(Brief Article)
February 1, 2003... CRISP-DM, or CRoss Industry Standard Process for Data Mining, is a six-stage process for performing data mining projects to a consistent and repeatable methodology. 1. Business understanding: define the project aims and objectives, and...

DATA CLINIC: Data Health Check.
February 1, 2003... Thus The business-focused UK telecommunications and internet specialist had made a number of acquisitions and so required assistance in integrating data from several discrete databases. The case Thus is a UK provider of voice, data,...

DATA CLINIC: Case Study - Cahoot.(Internet bank)
February 1, 2003... When the internet-only bank opened for business, it discovered that data analysis and planning helped provide a wealth of unexpected insights into its media-buying strategy. As a newcomer to the banking sector, and as a brand that was based...

DATA CLINIC: Technique - Understanding and using yield management.
February 1, 2003... Success for businesses with fixed assets, such as hotels and airlines, comes through understanding how customers book and use their services over time. Alan Timothy of Rocket Science explains the process of yield management Yield...

DATA CLINIC: A broker's view.
February 1, 2003... Clients who insist that data must not have been used for previous mailings may be missing out on higher returns and brand-building opportunities, says Amaya Tasker The phrase 'Exclude previous orders' appears on almost every brief we...

DATA CLINIC: Which list? A round-up of new or updated consumer, business and online lists.
February 1, 2003... New lists Consumer Architecture Today Architecture Today is a professional architectural magazine, produced and consumed by professional architects. It covers topics ranging from art galleries to social housing and its...

PRINT AND MAIL: Dear Householder..
February 1, 2003... Unaddressed mail may the least understood medium in direct marketing, but a growing number of clients are buying into it. Nothing is guaranteed to turn consumers off a piece of direct mail as effectively as an inaccurate name or address....

DATA: Countdown to opt out.
February 1, 2003... The industry has been buzzing about the impending Electoral Roll opt-out, but will it harm DM or help it? The data is still trickling in from local councils, so few in the industry are prepared to hazard a guess at the likely rate of...

Technology for marketers.(trade show)
February 1, 2003... This is the third outing for the successful Technology for Marketing show. Clive Walker takes a stroll around the upcoming attractions Now into its third year, the Technology for Marketing show provides a platform for the latest product...

Secrets of successful field marketing.
February 1, 2003... Leading field marketers share tips for success in activities from sampling to selling Sampling: Use it strategically Sharon Richey, managing director, MHP Often thought of as a tactical tool, sampling is best approached from a...

MOVERS & SHAKERS: Suppliers - Acxiom.(Cindy Truyens becomes European managing director)(Brief Article)
February 1, 2003... Acxiom has announced the appointment of Cindy Truyens as European managing director. Truyens brings 20 years of IT and financial markets experience to the role, most recently as Acxiom's business unit leader. She also spent four years at...

MOVERS & SHAKERS: Suppliers - Optionsprint.(Keywords Direct merges)(Brief Article)
February 1, 2003... Following the merger of Southampton-based mailing house Keywords Direct and Guildford operation Optionsprint, Optionsprint managing director Peter Mahoney becomes managing director of the merged company, while Keywords Direct managing director...

MOVERS & SHAKERS: Suppliers - Mail Marketing International.(Dave Charlton becomes new product development manager for paper products)(Brief Article)
February 1, 2003... Dave Charlton has joined Bristol-based Mail Marketing International as new product development manager for paper products. He has previously worked for manufacturers including MBO, Hunkeler and Herzog-Heymann.

MOVERS & SHAKERS: Suppliers - The Database Group.(Amanda Ling becomes telemarketing manager)(Brief Article)
February 1, 2003... Data service and solutions specialist The Database Group has promoted Amanda Ling to marketing manager from her role as telemarketing manager.

MOVERS & SHAKERS: Suppliers - Spring.(Jorge Possollo becomes managing director)(Brief Article)
February 1, 2003... Jorge Possollo has been appointed as managing director for Spring, formerly TNT International Mail. He was previously based in Portugal as sales and marketing director for TNT Express and country manager for Spring. Hugo Leenders has been...

MOVERS & SHAKERS: Suppliers - Cendris UK.(Arthur van Veen becomes managing director)(Brief Article)
February 1, 2003... Arthur van Veen has been appointed as managing director of TPG- owned data and document management specialist Cendris UK. In the past he was instrumental in establishing The Preference Service in the UK.

MOVERS & SHAKERS: Suppliers - 1 Stop Data.(John Swaffield becomes sales director for new business)(Brief Article)
February 1, 2003... John Swaffield joins 1 Stop Data as sales director for new business, in charge of the development of the company's global list sales. Richard Wade, formerly of Deloitte & Touche joins as account executive.

MOVERS & SHAKERS: Agencies - tmaglobal.(Brief Article)
February 1, 2003... International marketing company tmaglobal has appointed Toni Furse as an account manager and Sarah Martin as an account handler.

MOVERS & SHAKERS: Agencies - EHS Brann.(Karen Trickett becomes client services director of the Cirencester office)(Brief Article)
February 1, 2003... EHS Brann, has promoted Karen Trickett to client services director of its Cirencester office. She will work on clients including Cadbury, Tetley, Matthew Clark and Uniq. Trickett joined EHS in November 1999 as account director, working...

MOVERS & SHAKERS: Agencies - FDS Field Marketing.(John Brickell becomes account manager on the T-Mobile account )(Brief Article)
February 1, 2003... FDS Field Marketing (part of the FDS Group of Companies) has appointed Jon Brickell as account manager on the T-Mobile account. He was previously at The Bluewater Agency.

MOVERS & SHAKERS: Agencies - Black Sun.(Richard Dixon becomes knowledge management director)(Brief Article)
February 1, 2003... Marketing consultancy Black Sun has appointed Richard Dixon, formerly head of CRM at O2, as knowledge management director.

MOVERS & SHAKERS: Agencies - Flytxt.(James Harker-Syren becomes chief technology officer)(Brief Article)
February 1, 2003... Wireless marketing specialist Flytxt has appointed James Harker- Syren as chief technology officer. He takes over from Thomas Schuster, who will become director of technology and remain on the board. Harker- Syren joins from Kana Software,...

MOVERS & SHAKERS: Agencies - Vertis Europe.(Sarah Carter has been promoted)(Brief Article)
February 1, 2003... Integrated advertising and marketing agency Vertis Europe, has promoted Sarah Carter from her role of marketing manager to the post of marketing director, UK and Europe.

SECRETS OF MY SUCCESS: Adam Novak, Director and general manager, wholesale, Royal Mail.
February 1, 2003... We all judge our success in very different ways. I guess I can attribute mine to seven maxims that have served me well. The first is to under-promise and over-deliver. This doesn't mean you construct weaker plans or programmes. Rather,...