Direct Response articles from October 2004

Direct Response archives from October 2004

Editorial: Churning over a new leaf.(Editorial)
October 31, 2004... Talk about cut-throat. It can't be easy being a marketer at any of the mobile services companies these days, with such narrow customer volume margins separating them. Churn is an increasing problem too, with consumers using the internet to find...

Quote of the Month.(Advertising agencies)(Brief Article)
October 31, 2004... 'If your creative work doesn't provoke a reaction in you, it's unlikely to move your customers' Barney Cockerell, WWAV Rapp Collins, p12.

News Focus: DM Industry - Opt-in DM legislation 'inevitable'.(Direct marketing)
October 31, 2004... Opt-in legislation covering all forms of direct marketing is 'inevitable' for the UK, a senior Royal Mail director told an audience of senior marketers. Alex Walsh, head of mailing agents and trade associations at Royal Mail, was speaking...

News Focus: Awards - Travel data links with digital print to scoop top award.(Brief Article)
October 31, 2004... Travel group TUI, the UK's biggest holiday company, and digital print company Dsi Group have scooped the Grand Prix at the 2004 Intelligence Awards. The awards recognise the importance of data and are run by Direct Response sister magazine...

News Focus: DM Industry - IPA defends its DM charter.(Direct marketing)
October 31, 2004... The IPA, the body representing advertising agencies, has refuted claims that its recently published Direct Marketing Charter is a rival to the Direct Marketing Association's (DMA) Code of Practice. The comments come amid concerns that a...

News Focus: What's new - Software.(Text Tracking System)(Brief Article)
October 31, 2004... Rocket Science Rocket Science has launched Text Tracking System, a product that allows firms to track customers who have been visited by their sales force. The sales person texts the customer's details to a designated mobile phone after...

News Focus: What's new - Data.(Brief Article)
October 31, 2004... Acxiom Acxiom has unveiled Personicx, a segmentation system which classifies both UK households and postcodes according to their demographic, lifestyle and behavioural profile. Available in two versions, it is built using Acxiom's...

News Focus: What's new - Trade Bodies.(Institute of Direct Marketing)(Haymarket Business Publications)(Brief Article)
October 31, 2004... IDM Haymarket Business Publications, publisher of Direct Response and Marketing Direct, has become a patron of the Institute of Direct Marketing. The DM body and educational trust said the move exemplifies the support that Haymarket's DM...

News Focus: What's new - eAppend.(Brief Article)
October 31, 2004... CACI has launched an e-mail address product, eAppend, which offers access to more than eight million active and opted-in customer e-mail addresses. A range of ISPs and online data providers supply the data, with Mailtrack broadcasting the...

News Focus: What's new - Bureau Services.(Brief Article)
October 31, 2004... Ebiquita Ebiquita has teamed up with morefocus group to launch an e-mail cleansing and validation system. The programme is designed to help marketers abide by anti-spam law by ensuring all customers are opted-in.

News Focus: What's new - People.(Direct marketing)(Brief Article)
October 31, 2004... entire Direct marketing agency entire has appointed ex-Tequila creative director Sean Moore (pictured below left), and creative Partner Pete Wynn, to boost its Bristol-based team. The appointments will see Moore and Wynn work across a...

News Focus: What's new - Printers.(North East Mailing Centre)(Brief Article)
October 31, 2004... North East Mailing Centre The North East Mailing Centre has invested pounds 100,000 in machinery to develop its inkjet business. The new Renaddress inkjet facility can personalise mail with PPI return address and strap line, print up to...

News Focus: Events planner.(Marketing industry)(Brief Article)
October 31, 2004... OCTOBER 26 Smart Awards Venue: The Royal Lancaster Hotel, London. Contact: Zoe Theobald on 020 8267 4433. 26-28 The DM Show Venue: Earls Court 1, London. Visit www.dmshow.co.uk NOVEMBER 2-3 UK Mail Show Venue: Olympia...

News Focus: Diary of a doormat.
October 31, 2004... Gill Hall is the marketing and communications manager at Lloyds TSB Commercial Finance. In her spare time she helps her husband manage The Long Curve Gallery, a contemporary art gallery in Chipping Camden. Well, Diary of a Doormat has...

News Focus: People - Lloyds TSB's McNamara quits for ClarityBlue role.(Brief Article)
October 31, 2004... Ian McNamara, head of cards, information and analysis at Lloyds TSB Group, has left the bank to join database services supplier ClarityBlue as director of strategic initiatives. ClarityBlue has strong links to Lloyds TSB after it built the...

News Focus: Data Analysis - Airmiles hires insight company.(Information management)(Brief Article)
October 31, 2004... Dunnhumby is aiming to repeat its successful analysis of Tesco Clubcard data with the customer base of the Airmiles Travel Company. The BA-owned company, one of the original loyalty schemes in the UK, said it has hired dunnhumby as part of...

News Focus: Software - Direct Response to launch software guide.(Brief Article)
October 31, 2004... Direct Response is to launch an annual guide to data-driven marketing technology. The new guide, Software for Marketers, is intended to take the hassle out of buying software by allowing technical and non-technical marketers to evaluate an...

News Focus: E-mail marketing - DMA appoints tank! for study.(Direct Marketing Association)(Brief Article)
October 31, 2004... The DMA's Email Marketing Council has commissioned a quarterly benchmarking study into e-mail metrics. The survey is in response to demand from the association's members for best practice initiatives, the DMA said. Research body tank! has...

News Focus: People - Burston takes up Wegener role.(Wegener Direct Marketing.)(Brief Article)
October 31, 2004... Jonathan Burston, head of marketing at list manager Uni-Marketing, is leaving the company to join Wegener Direct Marketing in the newly created role of commercial director. He will start work on 1 November, reporting to Suzanne Soper, the...

News Focus: Legal Eagle.
October 31, 2004... James Milligan is legal and public affairs adviser at the Direct Marketing Association. This column is not intended to constitute legal advice. For specific legal advice, contact your solicitor. For DMA membership details, contact Sean Moore on...

Opinion: Where have all the Ps and Qs gone?(Power Supply )(Quality services)
October 31, 2004... Powergen was rapped last month by the BBC's TV business programme Working Lunch. Its sin? Abruptly telling up to 40,000 pensioners - signed up to its preferential Staywarm scheme - that they were using too much energy and their contracts might...

How to ... use door drops to target consumers.
October 31, 2004... Door-to-door marketing may be one of the oldest mediums, but it is on the up as more prospects opt out of receiving direct mail and pressures on the industry increase, says Edward Fullbrook. With pressure increasing on marketers to produce...

Creative masterclass on ... achieving original creative.
October 31, 2004... Responsibility should not fall solely on a company's creatives to invent an original idea, says Barney Cockerell - everyone must pull together. Where do we turn our attention when we're looking for a bit of originality in our creative...

Data Clinic: Ask the experts.(Information management)
October 31, 2004... Our panel of data specialists this month covers choosing between actual and modelled data variables and making sure offshore data complies with UK data protection rules. Q: If I'm enhancing my database, what is the value of actual data...

Data Clinic: Get connected.(consumer data collection)
October 31, 2004... The internet is an essential tool for Nick Thain to monitor his company's consumer data collection websites as well as for keeping an eye on what the competition is up to. My role at IPT is multi-faceted but all my tasks require me to make...

Data Clinic: How to buy ... e-mail marketing.
October 31, 2004... Using e-mail as a marketing tool is a cost-effective way to reach your customers. But it is vital that your chosen partner operates on a professional level. E-mail is the most cost-effective DM channel for companies, but only when using...

Data Clinic: DataTalk.(Information management)
October 31, 2004... Understanding the ins and outs of global address management is absolutely vital if your target is continuing success overseas or if international expansion is your aim, says Ian Davidson. E-commerce and globalisation means that the ability...

Data Clinic: What I do in data - Richard Dixon, knowledge management director, Black Sun.(Interview)
October 31, 2004... Q: What did you do before Black Sun? I was head of CRM at O2. My role was to manage the 13 million pre-pay and pay monthly customers (consumers and businesses), to reduce churn and grow revenues. During my time there we were able to merge...

Data Clinic: What is ... Discriminate analysis?(Customer relationship management)(Brief Article)
October 31, 2004... It's a method of segmenting your entire customer base using a smaller customer sample that has already been segmented, for example, by a market survey (see Technique, page 25). Once a sample has been pre-assigned into groups, you can use...

Data Clinic: Case Study - O2 Online.(O2 Ltd.)
October 31, 2004... As it becomes ever-easier for consumers to switch mobile operators, the race to halt churn gets serious. Noelle McElhatton looks at how O2 turned to the web to retain its high-value buyers. Mobile services are proving to be one of the most...

Data Clinic: Data Health Check - Dolland & Aitchison.(Database marketing)
October 31, 2004... After a decade of seeing its database swell to millions of customers, D&A decided it was time for a spring clean. Christina Papas reports. The Case Dollond & Aitchison (D&A) began life as a small optical business based in London more...

Data Clinic: Technique - Customer market value and share of wallet.
October 31, 2004... Working out your customer market value will only reveal a fraction of the picture. The larger scene is revealed when you understand the value of your customers to the market place and your share of their wallet, says Julian Berry. Customer...

Data Clinic: A broker's view.
October 31, 2004... The DMA and Defra have agreed on targets to reduce direct mail waste, but B2B mailers of high-volume, low-quality data is still in over-drive, says Chris Grey. The issue of accurately targeting consumers has never been hotter. Specific...

Data Clinic: Which list? A round-up of new or updated consumer, business and online lists.
October 31, 2004... NEW LISTS Consumer Nature's Range The Nature's Range list of 90,000 buyers is now available through Avongate. The company sells two main products: Jointease, designed for those with Osteo-Arthritis, and Protease, which helps men...

CRM: Contact strategies for CRM.(Customer Relationship Management )
October 31, 2004... Marketers must establish a balance between a customer's preferred channel and the channel that produces the effect the marketer wants. Companies are keen to take advantage of the different contact channels, each of which may hold...

DM Show Preview: View from the stands.(direct marketing)
October 31, 2004... Whether you're looking to buy data, software or online services, this year's DM Show has something to suit every visitor. Christina Papas takes an early tour round the aisles. If you're looking for the low-down on the industry's latest...

DMA Forum: DMA View on ... New levy on internet ads.(direct marketing agency)
October 31, 2004... The UK's self regulatory framework is constantly evolving and this year has been no different. However, while the announcement that Parliament has agreed to Ofcom's proposal to contract out the regulation of TV and radio to the Advertising...

DMA Forum: DMA View on ... Direct media put to the test.(direct marketing agency)
October 31, 2004... Understanding consumer attitudes to direct marketing is at the heart of the DMA's biggest-ever investment in market research. Working with the Future Foundation, the DMA is conducting an in-depth analysis of how consumers respond and interact...

DMA: Comment - Let's join together to challenge improper marketing on the web.(direct marketing agency)
October 31, 2004... Indiscriminate and misleading mass marketing is becoming more than an irritant. We're facing an explosion with spam e-mails and texts and rogue pop-up boxes linked to virus diallers. And when linked to a pay mechanism, there's a chance we could...

Bulletin Board.(direct marketing agency)
October 31, 2004... Electoral Roll recall The DMA legal department is requesting that members send in their Electoral Roll forms so that their wording can be monitored. This follows concern that the option to opt out of the edited register on this year's...

Secrets of my Success: Richard Webber, Founder of geodemographics.
October 31, 2004... In my experience the most exciting careers happen to people who combine two areas of expertise or knowledge. Half the time I think of myself as a marketing person and the other half as a geographer. In retrospect, being both has enabled me to...