Direct Response articles from June 2004

Direct Response archives from June 2004

Editorial: Dig your own backyard.(Editorial)
June 30, 2004... Sometimes the solution to your marketing conundrum stares you in the face. This was the scenario for British Airways Holidays who had loyal customers but found it difficult to acquire new ones using cold lists (see Case Study, page 24). In a...

News Focus: Telemarketing - MM Group buy prompts SR merger.
June 30, 2004... SR Teleperformance, the French telemarketing group, is preparing to merge its new UK acquisition, MM Group, with its existing UK call centre businesses, Teleperformance UK and BPS Contact Centre Services. A rebranding of the merged UK...

News Focus: B2B E-Marketing - New B2B TPS 'terrible idea', say small businesses.(Brief Article)
June 30, 2004... A majority of small businesses believe the introduction of the controversial Corporate Telephone Preference Service (TPS) will adversely affect their business, just weeks before the service goes live. The Department of Trade and Industry...

News Focus: Database Management - Lloyds TSB database launch.(Service Introduction)(Brief Article)
June 30, 2004... Lloyds TSB, one of the UK's biggest users of direct marketing, has unveiled a new combined group database featuring 16 million customer records, making it one of the largest of its kind. The first cross-sell mailing activity from the...

News Focus: Events planner.(Brief Article)(Calendar)
June 30, 2004... JUNE 24 - Triangle Conferences present: the Express Delivery Conference Venue: Royal Court Hotel, Coventry. To register, visit www.triangle.eu.com/conferences. 30 - IDM and The Marketing Society Inaugural Symposium Speakers will...

News Focus: What's new - Data - Experian.(Brief Article)
June 30, 2004... Data vendor Experian has launched a file called Canvasse Charity Selections which uses actual shareholders and credit card data, instead of modeled data, to help charities identify prospects who are most likely to make donations. The data is...

News Focus: What's new - Forums - Internet World 2004.(Brief Article)
June 30, 2004... The IDM will hold its first ever Academy at Internet World 2004 (see above right), which offers free top-level briefings on all aspects of digital direct and interactive marketing. This includes webmetrics, mobile promotions and search engine...

News Focus: What's new - Measurement - Talking Numbers.(Brief Article)
June 30, 2004... Talking Numbers has launched a tool which it claims boosts direct marketing responsiveness by unlocking a deeper understanding of customers. The TN RFV Optimiser is a new recency, frequency and value modeling tool which adds new data to the RFV...

News Focus: What's new - Call centres - 2Touch.(North East Business Awards)(Brief Article)
June 30, 2004... Sunderland-based call centre business 2Touch won the 'services' category of the annual North East Business Awards. The award was given for service excellence, business growth, training and use of technology.

News Focus: What's new - Printers - Priority Newstrade & Mailing.(Papier Metall Gruppe)(Brief Article)
June 30, 2004... Wiltshire-based mailing house Priority Newstrade & Mailing has launched a new colour digital print service as part of a pounds 500,000 investment to extend the company's range of services. Priority Digital provides a design and print service...

News Focus: DM Industry - DM 'needs to be rebranded'.(Direct marketing)(Brief Article)
June 30, 2004... The direct marketing industry has such a poor image with consumers that it needs to be rebranded and its mass mailers called to account. This is the view of leading PR and brand specialists interviewed by Direct Response after a spate of...

Movers: Appointment at Wegener Direct Marketing.(Brief Article)
June 30, 2004... Tony Lamb has has joined Wegener Direct Marketing as group data delivery director. He will manage the company's database analysts and production teams and help boost the Business Supression File.

Movers: Appointment at WDMP.(Brief Article)
June 30, 2004... Helen Mulcahy and Harriet Brockbank have been recruited as senior account handlers at direct response agency WDMP.

Movers: Appointment at Clark McKay and Walpole.(Brief Article)
June 30, 2004... Tessa O'Doherty has joined Clark McKay and Walpole's digital division as an account director.

Movers: Appointment at EHS Brann.(Brief Article)
June 30, 2004... Hester Bloch has joined EHS Brann as business development manager. She will help to expand EHS Brann's client base.

Movers: Appointment at Ebiquita.(Brief Article)
June 30, 2004... Ben Ford and Rebecca Sykes are the new business development executives at data specialist Ebiquita where they will look after a portfolio of clients.

Movers: Appointment at Broadsystem.(Brief Article)
June 30, 2004... Andy McKnight joins Broadsystem as a business development manager, where he will help develop awareness of the company as an outsource marketing service provider.

Movers: Appointment at Manning Gottlieb OMD.(Brief Article)
June 30, 2004... Manning Gottlieb OMD has appointed Andy Bellis, former TUI UK marketing database and analysis manager, as account manager.

Opinion: Package size is now a topical debate.(planning to change postal charges)
June 30, 2004... Things can move at an immeasurably slow speed in direct marketing. One day a senior Royal Mail boss reveals at a DM conference in Jersey that the service is planning to change the basis of postal charges from weight to size. A mere eight or...

HOW TO: Use SMS as a direct marketing tool.(short messaging service)
June 30, 2004... Now that SMS has really taken off, it has become a great marketing channel. However, you run the risk of damaging your brand if you don't follow certain protocols. Nick McConnell explains. Direct marketing has evolved in the past few years....

Legal Eagle: Using football celebrities in campaigns.(Column)
June 30, 2004... Using football celebrities in campaigns, regulations on doorstop selling and implications of the Freedom of Information Act are examined by James Milligan. Q: What are the rules governing the use of celebrities in campaigns? I'm thinking...

Creative Masterclass: Creative masterclass on ... targeting the super-rich.
June 30, 2004... Marketing to the super-rich - a cynical, wary lot - is not easy as they are notoriously hard to attract. Your mailing must hold value, says Roland Hafenrichter. The super-rich are notoriously hard to target effectively. Their high...

Data Clinic: Ask the experts.(Interview)
June 30, 2004... Our panel of data specialists this month looks at address management systems, anticipating customer churn and plugging the lifestyle gaps in your database. Q: We're a telecoms company looking to conduct regular acquisition mailing...

Data Clinic: Get connected.(Brief Article)(Directory)
June 30, 2004... The web is invaluable for Clive Humby's work, and besides his love of boating he also finds time to use the internet to satisfy his fascination with prime numbers. The web plays an important role in keeping me informed. However, there a...

Data Clinic: How to buy ... B2B CRM software.
June 30, 2004... Business-to-business (B2B) CRM is all about delivering to the customer, and selecting the right tools for your business that will also help to retain customers is key, says Paul Pitman. Consider your users Users of B2B CRM systems are...

Data Clinic: DataTalk Insight analysis is in crisis - we have the tools but not people.(customer insight)(Column)
June 30, 2004... Merlin Stone believes the answer doesn't lay in outsourcing and recruiting graduates but in developing your existing resources. Customer insight is a lovely term, much like 'customer experience' and 'customer commitment'. When well used, it...

Data Clinic: What I do in data - Caroline Kimber, vice president, CACI.(Interview)
June 30, 2004... Q: How did you arrive in this job? After a degree in psychology, I began my career on the client side, working in pharmaceut-icals. I studied for a CIM diploma at the same time. In my next role I worked closely with CACI on a number of...

Data Clinic: What is SQL?(Brief Article)
June 30, 2004... Do meetings with the technical support team to discuss 'reporting' fill you with trepidation? When you hear the words 'we'll have to write some SQL', do you go white in the face, or do you think: 'It's just a query language that every IT bod...

Data Clinic: Case Study - British Airways Holidays.(insight@tmw)
June 30, 2004... For BA Holidays, cold lists have taken a back seat to the prospects unearthed from the BA database. British Airways Holidays is BA's package holiday operation. The holidays are sold through a 20-strong chain of British Airways Travel...

Data Clinic: Data health check - Vaillant.(Postcode Address File)
June 30, 2004... For veteran heating business, VH Group, a new CRM system was good news. Behind the scenes, though, the new system meant subsidiary brand Vaillant needed to clean up its data. Christina Papas reports. The case For the past 130 years the...

Data Clinic: Technique - Propensity models that improve your targeting.
June 30, 2004... Propensity modelling is an extremely effective data analysis tool, says Marc O'Regan, and one that will prove its value through budget savings and precise mailings. 'I know that half of my advertising budget is wasted, but I'm not sure...

Data Clinic: A list owner's view.(Column)
June 30, 2004... Clients, agencies and list managers host planning meetings from which the list owner is excluded. Richard Gibson believes this to be a missed opportunity. Regular readers of this column will be aware of the various turf wars that preoccupy...

Data Clinic: Which list? A round-up of new or updated consumer, business and online lists.(mailing lists)
June 30, 2004... NEW LISTS CONSUMER - BOOGALOO The list of buyers from the Boogaloo catalogue of specialist toys, games and hobbies is now available through HLB. More than half the buyers are females aged between 40 and 65 and have an average income of...

Suppression: Return to sender.
June 30, 2004... With a growing availability of goneaway suppression tools, why are marketers still doubting their reliability? asks Rob McLuhan. About 12 per cent of the UK's population moved house last year - that's more than six million people. Yet...

Data Capture: New generation data capture.
June 30, 2004... As technology continues to advance DM is finding new ways of capturing consumer data. As most media is now saturated and consumers have become swamped in competing marketing messages, so companies have realised the value in being able to...

Envelopes: Four stages of mail.(The Royal British Legion charity)
June 30, 2004... The gestation of an envelope is a process of which few are aware. We go to the source and follow an envelope's journey. Picture the scene: you come home from work and stumble over a mountain of post on your doormat. Bills, bank statements...

DMA Forum: DMA view on ... Best practice heads awards.(Direct Marketing Association)
June 30, 2004... In 2002 the DMA launched its first dedicated best practice unit. Headed by Rita Courtney, the aim of the new department was to take a more proactive approach to best practice. 'We're trying to push best practice out to the industry,'...

DMA Forum: DMA View on ... E-learning tackles EU Directive compliance.(Director of marketing and business development)
June 30, 2004... If about half of the UK's largest companies are failing to comply with the EU Directive on Privacy and Electronic Communications - as a recent report suggests - it's little wonder that legal compliance is a hot topic for the DMA. Research...

DMA Comment: Don't underestimate the power that DMA association provides.(Direct Marketing Association )(Brief Article)
June 30, 2004... The other day I was on the phone to a colleague who runs a big DM company. In passing, he mentioned that he wouldn't join the DMA because the key aim of standing together in our industry and lobbying for a legal framework that will allow us to...

DMA Bulletin Board.(Telephone Preference Service Limited)(Calendar)
June 30, 2004... TPS WINS TENDER The Telephone Preference Service Limited has won a five-year tender to manage TPS and FPS following a competitive tender process. Under the terms of the new contract, TPS will also be responsible for providing the new...

Secrets of my success: Tom Drury, Managing director, Vertex.(Interview)
June 30, 2004... It's hard to believe how far Vertex has come in the world of outsourced customer management services. In seven years it has grown from 2,500 to employ 11,000 people and for the second year in a row, it has made number one in Marketing...