Strategies and Solutions for Profitable Direct Marketing
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Brand Matters : Clean Sweep
August 2009 From Target Marketing
It’s fair to say we all have a place either in our homes or offices that we hope others won’t see. Whether it’s a crammed closet, junk drawer, three-car garage with no cars in it, musty attic boxes or sagging basement shelves, we all have some place that doesn’t pass Martha Stewart muster. We have just accumulated too much stuff.
August 2009 From Target Marketing
It’s fair to say we all have a place either in our homes or offices that we hope others won’t see. Whether it’s a crammed closet, junk drawer, three-car garage with no cars in it, musty attic boxes or sagging basement shelves, we all have some place that doesn’t pass Martha Stewart muster. We have just accumulated too much stuff.
Commentary: Your Printer, Your Multimedia Solutions Provider
February 18, 2009 From Tipline
When will the economy start to turn around? What will get my business turned around quickly? Where can I get the help I need? These are some of the questions that every business owner or manager is asking right now. And the answers are tough to find. Very few, if any of us, have ever experienced the economic tsunami that we now are facing.
February 18, 2009 From Tipline
When will the economy start to turn around? What will get my business turned around quickly? Where can I get the help I need? These are some of the questions that every business owner or manager is asking right now. And the answers are tough to find. Very few, if any of us, have ever experienced the economic tsunami that we now are facing.
December 4, 2008 From Denny Hatch's Business Common Sense
Last June 30, on my daily travels through the Internet, a story smacked me in the nose: “Commanding Role for Women in the Military,” was the headline of Rachel L. Swarns’ New York Times article. The lede: WASHINGTON - For more than a decade, Lt. General Ann E. Dunwoody has delighted in leaping through the doors of military planes and plunging into the night with a parachute on her back. A master parachutist and a former battalion commander, Gen. Dunwoody handled logistics for the 82nd Airborne Division in Saudi Arabia during the first gulf war. As a three-star general, she has flown to Afghanistan and Iraq to ensure the steady flow of ammunition, tanks and fuel to the troops. But one of the biggest joys of her 33-year military career has been jumping out of airplanes and into roles previously unimaginable to generations of women in the Army. Last week, President Bush asked General Dunwoody to take over a new Army command as a four-star general. If confirmed by the Senate, she will become the first woman in the armed services to achieve that rank. “A woman four-star general,” I thought. “WOW!” I was a two-year draftee in 1958-1960. I thought the Army was great. I think it’s even better now that it has its first woman four-star general.
February 2008 From Target Marketing
No matter who you’re marketing to, you’re more than likely to reach a pet owner. After all, 63 percent of U.S. households—more than 71 million homes—have one or more pets, according to the 2007-2008 National Pet Owners Survey, conducted by the American Pet Products Manufacturers Association. But while the pet owner market might encompass more than half the country, not all pet owners are created equal.
Benefits Revisited in the Age of Hype
June 2007 From Tipline
Copywriters always have operated on the principle that benefits are the guts of any promotion. We know our prospects don’t care about the products we’re pitching. The only thing they want to know is, “What’s in it for me?” But with thousands of overhyped ads assaulting people daily, consumer skepticism keeps growing in direct proportion to the hype. Credibility is stretched razor-thin. As veteran copywriter Clayton Makepeace observes, “Pure benefit leads don’t work as well as they once did because they scream, ‘Hey, this is another AD! Read this so I can SELL you something.’” With the deluge of me-too messages promising to help us save
June 2007 From Tipline
Copywriters always have operated on the principle that benefits are the guts of any promotion. We know our prospects don’t care about the products we’re pitching. The only thing they want to know is, “What’s in it for me?” But with thousands of overhyped ads assaulting people daily, consumer skepticism keeps growing in direct proportion to the hype. Credibility is stretched razor-thin. As veteran copywriter Clayton Makepeace observes, “Pure benefit leads don’t work as well as they once did because they scream, ‘Hey, this is another AD! Read this so I can SELL you something.’” With the deluge of me-too messages promising to help us save
Gillette Flunks the Giggle Test
June 2005 From Denny Hatch's Business Common Sense
Razor Wars: Little Schick cries foul and the giant is nicked Look over the saga of Gillette vs. Schick-Wilkinson Sword, and you do not find two rivals vying for share of shaver market. This latest decision in favor of Schick is but one small victory in what is a truly nasty, all-out war between a corporate Goliath (Gillette with 90 percent market share) and David (Schick). The conflict is not only being waged in the media and on retailers' shelves for the whiskers of the American post-pubescent males, but also in courtrooms on both sides of the Atlantic. To follow their endless
June 2005 From Denny Hatch's Business Common Sense
Razor Wars: Little Schick cries foul and the giant is nicked Look over the saga of Gillette vs. Schick-Wilkinson Sword, and you do not find two rivals vying for share of shaver market. This latest decision in favor of Schick is but one small victory in what is a truly nasty, all-out war between a corporate Goliath (Gillette with 90 percent market share) and David (Schick). The conflict is not only being waged in the media and on retailers' shelves for the whiskers of the American post-pubescent males, but also in courtrooms on both sides of the Atlantic. To follow their endless
E-commerce Link: Stemming the Spam Tide
October 2004 From Target Marketing
What’s new on the e-mail deliverability front Do you feel your e-mail campaigns are drowning in a sea of spam? If so, you’re not alone. But there are several things happening behind the scenes that should begin to stem the tide. This is good news for marketers. First, let’s look at the obstacles e-marketers face today. To identify and reduce spam, Internet Service Providers (ISPs) and corporations take extraordinary measures. This may result in mail being blocked or poor placement in the recipient’s inbox. Companies employ blacklists and content filters. Some filters may block large volumes that are sent too quickly or mailings that
October 2004 From Target Marketing
What’s new on the e-mail deliverability front Do you feel your e-mail campaigns are drowning in a sea of spam? If so, you’re not alone. But there are several things happening behind the scenes that should begin to stem the tide. This is good news for marketers. First, let’s look at the obstacles e-marketers face today. To identify and reduce spam, Internet Service Providers (ISPs) and corporations take extraordinary measures. This may result in mail being blocked or poor placement in the recipient’s inbox. Companies employ blacklists and content filters. Some filters may block large volumes that are sent too quickly or mailings that
Balancing Act
August 2004 From Target Marketing
Special Olympics focuses on long-term donor value while continuing to invest in acquisition Having an eye toward long-term donor value means you can’t just focus on getting good response to your next mailing campaign. You have to think in terms of donor lifecycles—from first-time renewals through retention and even to recapturing lapsed or dormant donors. As Joan Wheatley, vice president of donor development for Special Olympics Inc., knows, any one of these existing donor segments with whom you’ve established a relationship is likely to have a higher lifetime value than a batch of just-acquired names. For example, when it comes to renewal mailings, Special
August 2004 From Target Marketing
Special Olympics focuses on long-term donor value while continuing to invest in acquisition Having an eye toward long-term donor value means you can’t just focus on getting good response to your next mailing campaign. You have to think in terms of donor lifecycles—from first-time renewals through retention and even to recapturing lapsed or dormant donors. As Joan Wheatley, vice president of donor development for Special Olympics Inc., knows, any one of these existing donor segments with whom you’ve established a relationship is likely to have a higher lifetime value than a batch of just-acquired names. For example, when it comes to renewal mailings, Special
TM Nuts 'n Bolts - Book Club
April 2003 From Target Marketing
By Paul Barbagallo Diary of a Consumer Mind-Reader In his new book "How Customers Think: Essential Insights Into the Mind of the Market," marketing expert Gerald Zaltman offers this advice to managers baffled by consumer behavior: dig deeper. Zaltman, a professor of marketing at Harvard Business School, argues that when it comes to getting into the minds of consumers, marketers have only scratched the surface. Ninety-five percent of all thought—including what we really think about products and what will influence our decisions to buy—happens in the unconscious mind, beyond our own awareness, Zaltman says. Conventional marketing research tools such as focus
April 2003 From Target Marketing
By Paul Barbagallo Diary of a Consumer Mind-Reader In his new book "How Customers Think: Essential Insights Into the Mind of the Market," marketing expert Gerald Zaltman offers this advice to managers baffled by consumer behavior: dig deeper. Zaltman, a professor of marketing at Harvard Business School, argues that when it comes to getting into the minds of consumers, marketers have only scratched the surface. Ninety-five percent of all thought—including what we really think about products and what will influence our decisions to buy—happens in the unconscious mind, beyond our own awareness, Zaltman says. Conventional marketing research tools such as focus
Your Corporate Image (1,036 words)
November 2000 From Target Marketing
by Lois K. Geller Every year, before The Direct Marketing Association show, I get a slew of postcards from companies (some that are not at all relevant to my business), letting me know that they'll be exhibiting and telling me all about their products. I've been getting some of these same postcards for years. I'm thinking of one in particular, from a printing company that shows the plant, the presses and personnel lined up like stick figures. It seems that companies feel obliged to send "something" to invite me to their booths—that somehow it's expected. They're just not aware of how poorly they've executed
November 2000 From Target Marketing
by Lois K. Geller Every year, before The Direct Marketing Association show, I get a slew of postcards from companies (some that are not at all relevant to my business), letting me know that they'll be exhibiting and telling me all about their products. I've been getting some of these same postcards for years. I'm thinking of one in particular, from a printing company that shows the plant, the presses and personnel lined up like stick figures. It seems that companies feel obliged to send "something" to invite me to their booths—that somehow it's expected. They're just not aware of how poorly they've executed
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