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March 2009 Issue

Target Marketing March 2009
Message & Media : Clue In Your Copywriter
Most of you reading this column probably aren't copywriters. It's more likely you are business owners, product managers or marketing/advertising directors....
Market Focus - Vegetarians : The Meatless Market
Think vegetarians are all granola-munching, long-haired hippies? Not so! Vegetarians come from all walks of life. They’re highly educated, aware about animal rights and environmental issues, and passionate about their veg lifestyle and the brands that cater to them. The...
Editor's Notes : Mixed Blessings
How a year can change things. Thirty-eight percent of respondents to Target Marketing ’s 2008 Media Usage Forecast boasted of an increase in their direct response media budgets, and only 16 percent anticipated a decrease. With the numbers now in...
Nuts & Bolts - Case Study : Finding a Healthy Shot in the Arm
Challenge: Reduce direct marketing costs while increasing membership renewals and annual conference registrations. Solution: Shift most touchpoints from direct mail to e-mail, while increasing contact frequency. Results: AANP saw conference registrations increase 13 percent, online conference registrations rise 12...
Nuts & Bolts - Eye on Privacy : Find Safe Harbor in Privacy Policies
Warning: Some of what you may read these days is neither for the faint of heart nor for those who fear change. While I urge you to continue reading this column, I also urge you to continue to find new...
Nuts & Bolts - Tech Talk : E-mail Automation
For financial services companies that want to roll out trigger-based e-mail marketing campaigns but would like surefire promotional success, San Diego-based marketing software company Leadfusion claims its new “EMAIL Track Library” will do the trick....
Nuts & Bolts - Book Club : Turning Relationships Into Results
According to a study by Ball State University, U.S. consumers are exposed to a daily average of nine hours of media—are your direct marketing messages being lost in the crush? Or are your brand and products first and foremost in...
E-Commerce Link : Brand as Behavior
From the utility of instant communications to the search box’s boundless sense of discovery, “always-on” consumers are busy entertaining and informing themselves. Spending is taking a back seat to experiencing. Now what? Successful multichannel brands are redefining the practice of...
Direct Selling : Get Off the Offer Bandwagon
There’s an economic concept known as the “wealth effect.” In essence, the wealth effect postulates that as consumers’ portfolios expand in times of strong economic conditions, their spending increases. In other words, as people’s wealth increases, their spending increases regardless...
Cover Story : Media Usage Forecast 2009
Do you want the good news or bad news first? Since this is no time for denial, let’s tackle the challenges first. Where the projected increases and decreases in direct response media spend reported in Target Marketing ’s Media Usage...
Postal : User's Guide to Commingling
More than 10 years ago, commingling was introduced to marketers as a way to reduce postage costs and get mail in-home faster. The monetary benefits of commingling are numerous—highest possible automation discounts, deepest penetration into the postal system, lowest postage...
Multichannel : From TV to PC
Nearly 30 years after the Ginsu knives hyperbole hit the airwaves, the URLs scrolling along the bottom of today’s DRTV spots are proof that the channel has evolved....
Strategy : The New Marketing
This simple equation is the foundation of convergence. We bring together the best ideas and techniques that connect us to the individual, so that we can communicate with the individual on his or her terms. For over 20 years, I...
Famous Last Words : Ogilvy Revealed
I am forever indebted to David Ogilvy. When the galley proofs of my first direct marketing book—“MILLION DOLLAR MAILING$”—came back from the printer, I sent a set to a chum at Ogilvy & Mather, and it was put in the...