Direct Response articles from May 2003

Direct Response archives from May 2003

PREFERENCE SERVICES: B2B TPS 'not aimed at data collection'.(Telephone Preference Service)
May 21, 2003... The Department of Trade and Industry (DTI) has reassured business-to-business (B2B) direct marketers that its controversial plans by the Government to introduce a Telephone Preference Service (TPS) for businesses will not apply to data...

AGENCIES: Recession begins to bite DM agencies.(Brief Article)
May 21, 2003... The DM industry is finally feeling the chill winds of recession, according to a survey by Direct Response sister magazine, Marketing. Business for the UK's top 85 agencies in Marketing's 2003 DM League Tables was static in 2002. Total...

DMA: DMA Code of Practice undergoes major revision.(Brief Article)
May 21, 2003... The DMA has undertaken a major overhaul of its Code of Practice. The new Code, published on 27 May, will reflect the huge technological and legal developments that have occured since the last edition of the Code was produced in 1997. ...

Events Planner.
May 21, 2003... MAY 13-22 IDM Training Courses Topics include Value Based Marketing, Direct Marketing for Newcomers, Copywriting Online and Offline. Contact: 020 8614 0277 21 - The DMA's Data Protection Compliance Award Training Day. Venue: The...

SUPPLIERS: DMA backs Smart Awards.(Brief Article)
May 21, 2003... The Smart Awards, the industry's only set of awards dedicated to supplier companies, has secured the endorsement of the Direct Marketing Association. The awards, headline sponsored by the Internatioinal Direct Marketing Fair, embrace all...

What's new.
May 21, 2003... SERVICES Opt-out alert A 12-month TPS and FPS alerting service for phone and fax numbers is now available from online mailing list manager MarketingFile.com. For a charge of 3p per number MarketingFile.com will alert its clients by...

Diary of a doormat.
May 21, 2003... Gary Sharpen is creative partner at Leonardo. His doormat resides in a luxurious WC1 London apartment and, despite the fact that it serves only him, is the recipient of a daunting amount of post. At the beginning of this week my doormat...

SUPPLIERS: Workshops the focus for rebranded DM Forum.(Brief Article)
May 21, 2003... The DM Forum, the only forum for marketers and suppliers in direct marketing, has been rebranded as the Marketing Direct Forum and is now organised by Haymarket Events. The Forum is aimed at senior direct marketing and marketing directors...

LIFESTYLE DATA: New lifestyle data products hit market.(Brief Article)
May 21, 2003... The lifestyle data market continues to heat up with the launch of two new lifestyle products. They come hard on the heels of the sale of the first opt-out Electoral Roll (ER), and the launch late last year of revamped products from the...

OPINION: Has Enron finished league tables?
May 21, 2003... When I was half as tall as a threepenny bit, Professor Branestawm was a fictional children's character whose mad scientist-type inventions always went wrong. My all-time favourite was a pancake-making machine that hurled huge pancakes in all...

Legal eagle.
May 21, 2003... TPS for limited companies, keeping communication records and website accessibility for disabled people come under the spotlight of James Milligan. Q: I've heard that the Government is planning to allow companies to register with the...

Creative masterclass on ... running an effective charity campaign.
May 21, 2003... The focus of a charity brief is to raise money, says Jo Arscott, so forget your creative soul and concentrate on the golden rules - with a bit of finesse. The biggest mistake that creatives make when getting a charity brief is to go...

CASE STUDY: Callaway Golf - Sales driver; A golfing campaign with balls.
May 21, 2003... When Callaway Golf came under pressure from Nike, guerilla marketing was the best response. Clive Walker reports. Golf is better known for tranquil putting greens and overworked caddies than cutting-edge direct marketing. But when Callaway...

DATA CLINIC: Ask the experts.
May 21, 2003... Leading database specialists answer readers' real-life data problems. This month they advise on data analysis, online batch processing, media planning and PR modelling. We're a large UK tour operator and are planning marketing activity to...

DATA CLINIC: Get connected.(Brief Article)
May 21, 2003... Not one for checking out the latest Trekker news, Proximity. London's Simon Hall pursues important information on business, CRM, data protection and Chelsea FC. Do you know that among the top 100 websites visited are tattoos.com,...

DATA CLINIC: How to buy data security.
May 21, 2003... Information is a valuable asset, says Phillipa Riddleston. Ensuring data security controls are in place is fundamental to the selection of a data bureau. Physical and environmental security Ensure that critical or sensitive business...

DATA CLINIC: DataTalk.
May 21, 2003... When everything from TV to business lists undergo some form of auditing process, Thomas Adalbert believes imposing the same kind of rigour to consumer lists will carry enormous benefits. Are you surprised that consumer lists are the only...

DATA CLINIC: What I do in data.(Brief Article)
May 21, 2003... How did you get this job? I always believed that a media company like EMAP offers unique CRM opportunities. So when a former colleague of mine said I should apply I jumped at the chance. What is CRM for a publisher? It is...

DATA CLINIC: What is Lifetime value.(Brief Article)
May 21, 2003... This is the total amount of sales revenue a customer will contribute to a company. It is an increasingly complex calculation - with more data available and the increasing volatility of markets with the introduction of e-commerce. An LTV...

DATA CLINIC: Case study - Volvo.
May 21, 2003... When EHSBrann inherited the below-the-line work for Volvo Cars, the agency had to tackle an inefficient data gathering process, and considerable lack of brand awareness among consumers. Think Volvo and the chances are you'll think 'roomy...

DATA CLINIC: Data Health Check.
May 21, 2003... Five The UK's fifth terrestrial TV channel wanted to conduct integrated campaigns across SMS, e-mail and IVR channels. A potential obstacle was the fact that its e-data resided in several locations. The case Five, the UK's fifth...

DATA CLINIC: Technique - Acquisition to retention; the customer lifecycle.
May 21, 2003... Tailoring sales or retention messages to your customer base can aid in the development of maximum customer value, says Ian Robinson. The key is to identify and profile the different segments of your customer base. Effective customer...

DATA CLINIC: Software guide - Database software.
May 21, 2003... Our expert panel of software specialists have sifted through the wealth of database software products on the market to bring you this comprehensive digest. To paraphrase the words of Swiss Tony, 'a database is like the engine of a...

DATA CLINIC: A broker's view.
May 21, 2003... Clients are now used to paying for electronic lists based on results, but Michael Hurman believes that forthcoming legislation means this model is doomed. E-marketers are prone to criticise direct mail, labeling it 'snail mail' for being...

DATA CLINIC: Which list? A round-up of new or updated consumer, business and online lists.
May 21, 2003... NEW LISTS - CONSUMER BLOOM Bloom is an upmarket mail-order company selling silk flowers. Its list profile is 98 per cent female, ABC1, aged 30-plus, with an average order value of pounds 55. The list, available through Mokrynski...

PRINT & MAIL: Making a statement.
May 21, 2003... Using statements and bills for marketing purposes can be highly effective, but requires some careful planning. As marketing communications go, the monthly statement from your bank or telecoms provider can hardly be classed in the same...

E-LISTS: Running out of options.
May 21, 2003... New opt-in rules take effect in October. Clive Walker asks whether e-lists will remain a reliable route to market. In a move that will have a profound effect on direct marketers, the UK is poised to implement strict EU controls on the use...

TELEMARKETING: Dial 'd' for data.
May 21, 2003... Direct mail led the way for data-enhanced communications, but call centres are rapidly following - before, during and after a call. It's well documented how direct mail, that trusty old war horse of solicitation, has an array of data tools...

SECRETS OF MY SUCCESS: David Coupe, Managing director, Experian Marketing Services.
May 21, 2003... I enjoyed school. It was an all-boys grammar in the heart of Nottinghamshire - the kind of place where occasional bouts of academia were always accompanied by earthy humour and scepticism. Colleagues say that my humour is fairly earthy, no...