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November 2006 Issue

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What’s a Lead?
A recent report by Aberdeen Group, Sales Effectiveness: Helping Sales Sell, concludes: “The number one issue for most CEOs and marketers is lead generation—getting more leads to their sales team.” The number one desire for salespeople, however, is more selling...
Marketing’s To-do List
• Treat leads like you would customers. • Create, implement and enforce a standard universal lead definition. • Use the phone to qualify all inquiries before sending them to the sales team. • Establish a clear process for handling and...
Editor’s Notes: Trends Not to Ignore
When I was editor of Inside Direct Mail, I kept my eye out for trends in the mailstream. And there have been many to see throughout the years: vouchers, double postcards, repositionable notes, oversize efforts, billboards, magalogs. But mailstream trends...
Famous Last Words: Shooting Ourselves in the Foot (Again)
A number of years ago, a bunch of direct mail writers were kicking around the idea of giving each other awards for creativity. They came up with the Caples Awards, named for the legendary John Caples (1900-1990), author of the...
Market Focus: Video Gamers
Don’t dismiss video game play merely as a rite of adolescence. It represents a booming market that is seeing increases in the number of games available, types of systems and number of people playing. Research shows that most players are...
Book Review: “BOOM: Marketing to the Ultimate Power Consumer—the Baby-boomer Woman”
Much has been written about marketing to women and baby boomers—and with good reason. They each represent highly valuable consumer markets, and the intersection of the two—boomer women—presents an even more lucrative opportunity. But does the marketing world really need...
Respect Privacy to Add Profitability
Corporate marketing and privacy departments often find themselves at odds, according to a new study conducted by the Ponemon Institute, a privacy and information management research firm based in Elk Rapids, Mich. This despite solid evidence that privacy-conscious marketing strategies...
The 19th Annual Gold Ink Awards
The 19th Annual Gold Ink Awards banquet, honoring excellence in the printing industry, was held on Oct. 16 at McCormick Place in Chicago. The winners, selected from more than 1,500 entries in nearly 50 categories, represent the very best work...
Frequency and Simplicity Drive Conversion
Challenge: Increase subscription rates by improving conversion within a trial subscriber program Solution: Add a three-pronged postcard element to an existing multitouch campaign Results: The best first quarter in the publisher’s history One of the strategies Atlanta Business Chronicle (ABC),...
E-commerce Link: Bypass the Inbox
E-mail marketing may not be in a state of crisis, but it certainly is not as productive as it once was. Every marketer knows that it’s getting more difficult to get a message into the inbox of suitable customers, and...
Direct Mail Strategy: The Wonders of White Mail
When I’m teaching a workshop and use the term white mail, I get blank looks from about half the group. They are unfamiliar with the term. White mail is unsolicited correspondence from your customers. While I don’t know this for...
Direct Selling: Testing 101
Direct marketing testing can be a controversial topic. While some multichannel marketers never make a creative, offer or timing change without extensive testing and retesting, others stay away from testing because they find it is too difficult to plan and...
Stickin’ Around Web Sites
“Stickiness” was one of the original criteria by which Web sites were judged. Marketers wanted visitors to come to their site and stay a while—look around, sign up, make a purchase, tell their friends and, of course, come back. Over...
DRTV: Orchestrating a Deal
Congratulations! Your direct response television (DRTV) commercial has been produced, and you’re ready to go. The next step is to determine which media outlets will best serve your requirements while working within the DRTV parameters. Depending on whether you choose...
Russell Kern, president of The Kern Organization, discusses the art of selling not telling to boost response
What’s one of the top mistakes marketers make in their direct mail efforts? Russell Kern, president of The Kern Organization and author of the B-to-B Insights column in Target Marketing, explains how to tell less to sell more in this...