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November 2007 Issue

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Editor’s Notes: Remembering Barry
A little black cloud of sadness is hanging around the Target Marketing Group offices these days. Recently, we learned that Barry Futtersak, one of the team’s top sales executives who retired in 2005, has passed away. It is not a...
E-commerce Link: Holiday Countdown
Whether they start their shopping well before Thanksgiving or mere minutes before Santa climbs into his sleigh, holiday shoppers expect a broad choice of products, easy shopping, good prices and rapid, on-time delivery. These are some high hopes, but with...
Direct Selling: Play Conductor
A well-executed print campaign is like a great performance by an orchestra. When all players come in on cue with perfect timing, the performance is elevated to greatness. Various pieces—envelopes, letters and brochures—of your direct mail campaign are printed at...
Authentic Marketing
Change is an inevitable precursor to growth. Amidst the corporate growing pains firms face when working to maintain company culture while embracing technology, remembering “what got us here” is a challenge. Looking at the big picture, marketing guru Philip Kotler...
Step Up Your Game
It isn’t difficult to make a case for e-mail testing. After all, when performed correctly, testing enables marketers to continuously develop and improve their e-mail programs and realize positive results. For instance, it’s not uncommon to see a 20 percent...
Nuts & Bolts: 5-Minute Interview
DTRIC’s marketing performance was on a downward slide. The Hawaii-based insurance provider was facing increased price competition from high-profile mainland companies, low name recognition and a lack of a clear corporate image. To counter this trend, DTRIC enlisted the support...
Nuts & Bolts: Tech Talk
Rapid Search Solution Pleasanton, Calif.-based Mercado Software recently launched Mercado Base, a hosted search and navigation solution for small or emerging Internet retailers. Built on Mercado’s previous e-commerce search and navigation platform, Mercado Base provides linguistic capabilities and retail industry...
Nuts & Bolts: Fast Facts
The demand for marketing automation solutions is increasing, according to an August 2007 Winterberry Group whitepaper, Marketing Automation and the Enterprise Opportunity, sponsored by the DMA Marketing Technology Council. The whitepaper’s authors contend that the adoption of marketing automation is...
Nuts & Bolts: Branding
It never fails. General agency professionals and clients who spend their careers building brands go limp when it comes time to ask for the order. It’s as if the call to action needed to get a reasonable response rate from...
Fulfillment Goes Digital
If you’re currently leveraging the Web to enhance your organization’s fulfillment efforts, you’re probably on to something. But if you haven’t yet integrated digital fulfillment in your marketing program, consider how it can help you achieve your goals and why...
Market Focus: Individual Investors
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Lists to Test
The following is a sample of lists available to reach this market: American Association of Individual Investors: 140,705 active paid members of an association that provides tools, data and guidance on investing. Price: $195/M. Call: MSI List Marketing, (847) 934-1111....
Famous Last Words: Golf? No Thanks!
When I was a kid, I tried golf—once. I found my eyesight was so lousy—even with glasses—that every ball was a lost ball, even those that went straight down the fairway (which was almost never). I have not picked up...
Direct Mail Strategy: Open Sesame
Is the following scenario familiar? You’re at the mailbox, pulling out mail, screening for what you’ll toss and what you’ll keep. A favorite catalog or a mailing from your daughter’s favorite retail store catches your eye. You set it aside...
Letters to the Editor
Benson’s Fan Club Your interview with Brian Kurtz [October 2007, “Direct Marketer of the Year”] was a great reminder of the influence mentors play in our lives, often without us even realizing it at the time. Brian has been a...