Direct Response articles from January 2004

Direct Response archives from January 2004

EDITORIAL: Time to deliver on post.(Editorial)
January 5, 2004... We took a bit of a risk publishing this month's guide to the deregulated postal services marketplace (see pages 35-36). The fact is that the introduction of competition in postal services has, very frustratingly for editors (not to mention...

NEWS FOCUS: Telemarketing - Labour Party turns to telemarketing.
January 5, 2004... The Labour Party looks set to give telemarketing a starring role in its marketing for the next General Election, due in 2006. It is currently preparing an outbound telephone campaign to attract voters using telephone databases created by...

NEWS FOCUS: People - Tasker, Over quit data sales business.(Brief Article)
January 5, 2004... Two of the industry best-known data sales experts are leaving the business. Veronica Over, executive director of consumer data at Wegener-owned Dudley Jenkins, is to leave the company after 14 years to form her own data personnel...

NEWS FOCUS: Recyling - Direct Response backs recycling initiative.(Brief Article)
January 5, 2004... Haymarket Business Publications, publishers of Direct Response, has become a media partner for the DMA's consumer awareness campaign, launched in October in association with international environment group Planet Ark. The national campaign...

NEWS FOCUS: Industry - DM year ends on high note.
January 5, 2004... Optimism is on the rise with businesses reporting a better third quarter and rising recruitment levels despite a tough business environment, according to the DMA's quarterly Industry Trends Survey. The DMA said that virtually the entire...

NEWS FOCUS: Events planner.(Brief Article)(Illustration)(Calendar)
January 5, 2004... JANUARY 2004 28: IDM/IBM Financial Services Group Interactive Forum Venue: IBM South Bank, London. Visit: www.theidm.co.uk 29: DMA Direct Marketing for Financial Services Conference Venue: The Dorchester, Park Lane, London. Contact: Jo...

WHAT'S NEW FOR 2004? Leading experts make their predictions.
January 5, 2004... DATA - Duncan Painter, chief executive, ClarityBlue 'Data protection legislation will prompt data providers to adapt to their clients' needs faster than they have been able to before. 'For instance, more and more clients want to buy a...

NEWS FOCUS: Diary of a doormat.
January 5, 2004... Paul Jackson is managing director of mail production, database management and customer contact services supplier MBO. He lives with his wife and eight-year-old son in Lamberhurst, a small village near Tunbridge Wells, and buys wine through mail...

NEWS FOCUS: VAT on postage - Pitney Bowes attacks EC proposals on postal VAT.(Value Added Tax)(Brief Article)
January 5, 2004... Mail services giant Pitney Bowes has added its voice to the growing debate on the European Commission's proposals to levy tax on national postal services. Although most businesses will be able to reclaim the VAT element of postal costs,...

NEWS FOCUS: Awards - DRTV ad scoops DMA Grand Prix.(Direct Response Television )(Brief Article)
January 5, 2004... A pioneering interactive DRTV advertisement has won the Grand Prix at this year's DMA Awards. The ad was made by Publicis Dialog for charity the Dapaul Trust to raise awareness of and generate donations for homeless people. Judges,...

OPINION: Communications gap in techno hell.
January 5, 2004... Aware that the old 78s were threadbare, we decided to buy a new gramophone. We emerged from the shop, Richer Sounds, with several large boxes, one of which contained a digital wireless. There is now no greater joy to the family than...

How to maximise your e-marketing opt-in rates.
January 5, 2004... This month a European directive makes it statutory for consumers to opt in to e-marketing, warns Gordon Hill, but some strategic planning can ensure you maximise your response rates. As a European directive implemented this month decrees...

LEGAL EAGLE.
January 5, 2004... To end the year, James Milligan provides a round-up of the changes to data protection law that will affect the direct marketing industry in the future. It's been a busy year for lawyers in the marketing arena. The past 12 months, however,...

CREATIVE MASTERCLASS: The guiding principles of door-to-door marketing.
January 5, 2004... Two old advertising and sales icons from the 1950s have provided David Booth with some valuable lessons for creating memorable door-drops. I remember clearly the first time that I came back from a client meeting with a brief to drive...

DATA CLINIC: Ask the experts.
January 5, 2004... Leading data specialists answer readers' real-life data problems. This month they tackle segmentation, buying data across borders and assessing third-party data. I'm head of consumer insight at an electrical goods retailer. We recently had...

DATA CLINIC: Get connected.(Brief Article)
January 5, 2004... He may be a suit, but he's hands on. Steve Barton uses the web to check out clients, check his spelling, buy gifts for family in the US and keep up with American sports. However you dress it up, I'm a suit. My job is to lead people and...

DATA CLINIC: How to buy ... data for telemarketing.
January 5, 2004... Understand what to look for when purchasing data as well as the pitfalls to avoid, says Brian Potter, and you will maximise the success of your campaign. Telemarketing campaign success is dependent on the quality of your data. There's such...

DATA CLINIC: DataTalk.
January 5, 2004... Market researchers and database marketers make awkward bedfellows, but need to learn to appreciate each other's strengths more, argues Steve Messenger. The benefits could be enormous. One phrase sums up the current state of the relationship...

DATA CLINIC: What I do in data.
January 5, 2004... Q: How did you get to this job? Looking back there was no bolt of lightening telling me this was my life's direction. I simply saw a job advertised to join Dudley Jenkins. I stayed there for two-and-a-half years, and then decided to move...

DATA CLINIC: What is - Territory management?(Brief Article)
January 5, 2004... B2B sales territory management aims to optimise sales for a given company. It is about aligning a sales force with the sales potential in an area. To decide how many salespeople to allocate to each territory, the density of target...

DATA CLINIC: Data health check.
January 5, 2004... Cambridge University Keeping track of graduates has massive commercial potential for colleges, as Cambridge University is finding out. The Case These are turbulent times for higher education, with speculation abounding over whether...

DATA CLINIC: Technique - How to balance modelled, actual and enhanced data.
January 5, 2004... Real data collected from the coalface of actual consumer experience is the most valuable, and the most expensive, says Tim Green. You can balance this with modelling and data from cold sources - but ensure you test thoroughly. Jigsaw is...

DATA CLINIC: Case study - M&S lunchtogo.
January 5, 2004... Marks & Spencer had no problem finding hungry customers for its food delivery service, but it took some clever data work to hang on to them. Marks & Spencer's lunchtogo offering is an online corporate catering service allowing companies to...

DATA CLINIC: A broker's view.
January 5, 2004... Why, oh why, asks Louise Milton, do late counts and incorrect deliveries keep cropping up? It's time for list brokers and suppliers to sort out their terms of engagement. Being a list broker brings great satisfaction to me because of the...

DATA CLINIC: Which list? A round-up of new or updated consumer, business and online lists.
January 5, 2004... NEW LISTS CONSUMER Flexicover MM Group is offering the Flexicover Direct Holiday Insurance database of 132,450 individuals that have booked holiday insurance directly through direct sale travel insurance company Flexicover....

POSTAL SERVICES: Stand and deliver.
January 5, 2004... A real choice in UK postal services is emerging. Andrew Johnson of Dataforce and consultant. Nick Pride-Hearn preview the options. Since 1635, when King Charles I opened Royal Mail for use by the public, mailers have used its services for...

B2B DATA: Getting to grips with B2B data.(business to business)
January 5, 2004... B2B lists decay fast, so keeping them up to date is essential. David Murphy reports on efforts being made by B2B data suppliers to keep their wares fresh. If targeting consumers is tricky, spare a thought for those poor souls who sell...

PRINT/PRODUCTION: Doormat distinction.
January 5, 2004... Unusual packs can be hard to produce and awkward to post. But with forward planning and supplier advice they can prove winners. Gimmickry for the sake of gimmickry is a big no-no when it comes to direct mail. But distinctive brands need...

SECRETS OF MY SUCCESS: Richard Marshall, Founding partner, Tullo Marshall Warren.
January 5, 2004... I went to boarding school at King's Canterbury, which made me wonder if my parents were trying to tell me something. We wore wing collars and pinstripes on Sunday, so I'm used to wearing eccentric clothing. In spite of this, boarding school did...