Search results for CPO
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A Formula for a Successful DRTV Campaign
April 2007 From Tipline
Unlike traditional advertising, the execution of a successful DRTV campaign is more like science than art. The first and most important component of a successful DRTV campaign is choosing the right agency. The agency you work with needs to have deep-rooted experience in order to deliver accountability to your marketing budget. Consider the following questions when choosing a DRTV agency: • Does the agency have a history of success on TV? • What is the agency’s experience in my category/vertical? • Does the agency have the buying power to negotiate the cost savings I need, and can it subsequently deliver improved ROI or reduced acquisition cost? •
April 2007 From Tipline
Unlike traditional advertising, the execution of a successful DRTV campaign is more like science than art. The first and most important component of a successful DRTV campaign is choosing the right agency. The agency you work with needs to have deep-rooted experience in order to deliver accountability to your marketing budget. Consider the following questions when choosing a DRTV agency: • Does the agency have a history of success on TV? • What is the agency’s experience in my category/vertical? • Does the agency have the buying power to negotiate the cost savings I need, and can it subsequently deliver improved ROI or reduced acquisition cost? •
Respect Privacy to Add Profitability
November 2006 From Target Marketing
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 engender brand trust and are highly favored by consumers. Mike Spinney, the Ponemon Institute’s communications director, says that marketers may not be aware of how strongly consumers associate brand perception with trust and privacy issues. “Everyone, I think, understands the importance of customer goodwill,” says Spinney, “but in marketing departments, the chief privacy officer, or CPO, is still referred to as the customer prevention officer. Everyone
November 2006 From Target Marketing
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 engender brand trust and are highly favored by consumers. Mike Spinney, the Ponemon Institute’s communications director, says that marketers may not be aware of how strongly consumers associate brand perception with trust and privacy issues. “Everyone, I think, understands the importance of customer goodwill,” says Spinney, “but in marketing departments, the chief privacy officer, or CPO, is still referred to as the customer prevention officer. Everyone
Target Marketing’s Direct Marketing Glossary
October 2006 From Documents
/M: Per thousand. /MM: Per million. AA: Authors alterations, i.e., changes other than corrections made by a client after the proofing process has begun. AOV (average order value): The average amount of each customer order. Abandoned Call: When a caller hangs up before his or her call is answered by an agent. Above the Fold: The part of an e-mail message or Web page that’s visible without scrolling. Absorbency: The capacity a paper has for accepting liquids, like the inks or water used to run offset lithographic presses. Accordion Fold: Parallel folds that opens like an accordion. Acid-free Paper: Paper manufactured on a machine with the wet-end chemistry controlled to a neutral
October 2006 From Documents
/M: Per thousand. /MM: Per million. AA: Authors alterations, i.e., changes other than corrections made by a client after the proofing process has begun. AOV (average order value): The average amount of each customer order. Abandoned Call: When a caller hangs up before his or her call is answered by an agent. Above the Fold: The part of an e-mail message or Web page that’s visible without scrolling. Absorbency: The capacity a paper has for accepting liquids, like the inks or water used to run offset lithographic presses. Accordion Fold: Parallel folds that opens like an accordion. Acid-free Paper: Paper manufactured on a machine with the wet-end chemistry controlled to a neutral
Special Report Insert Media Buying Guide
September 2005 From Target Marketing
If location is any measure of success, that this year's Insert Day will be held in the Big Apple suggests that insert media as a sector is gaining more visibility. And nothing fosters success like more success. According to research conducted by Leon Henry Inc., about 60 new insert programs entered the market in the first six months of 2005. Given that Media Horizons puts the number of programs with annual circulations of 500,000 or more at 650, this growth spurt is a promising sign for a prospecting channel that used to be considered "alternate." And yet it's hard to define the size
September 2005 From Target Marketing
If location is any measure of success, that this year's Insert Day will be held in the Big Apple suggests that insert media as a sector is gaining more visibility. And nothing fosters success like more success. According to research conducted by Leon Henry Inc., about 60 new insert programs entered the market in the first six months of 2005. Given that Media Horizons puts the number of programs with annual circulations of 500,000 or more at 650, this growth spurt is a promising sign for a prospecting channel that used to be considered "alternate." And yet it's hard to define the size
Do's & Don'ts in the Privacy Era
November 2003 From Target Marketing
By Donna Loyle The rise of targeted marketing principles and the implementation of efficient data-collection and -sharing practices has been one of the driving forces of the American economy for the last several decades. Of that, no one is in dispute—not even government officials. But the migration from mass marketing to direct marketing also has a down side. Some consumers, tired of having targeted offers thrust at them from all angles, are experiencing marketing fatigue. And they're starting to say: "Enough already!" Add to the mix the alarming rise in identity theft, computer-clogging spam and telemarketing, and you
November 2003 From Target Marketing
By Donna Loyle The rise of targeted marketing principles and the implementation of efficient data-collection and -sharing practices has been one of the driving forces of the American economy for the last several decades. Of that, no one is in dispute—not even government officials. But the migration from mass marketing to direct marketing also has a down side. Some consumers, tired of having targeted offers thrust at them from all angles, are experiencing marketing fatigue. And they're starting to say: "Enough already!" Add to the mix the alarming rise in identity theft, computer-clogging spam and telemarketing, and you
Software Knowing When to Upgrade
April 2003 From Target Marketing
By Alicia Orr Suman How do you know when it's time to upgrade your fulfillment software? Of course, looking at the number of orders processed by your distribution center is the first consideration. But it's a more complicated issue than that. Expansion into new markets or new business channels such as the Web also may necessitate a more sophisticated software system. Then there are other factors specific to your business to consider. To determine whether you should pursue a software upgrade, first take a look at your operation's current business processes. As a mailer that recently went through a software upgrade, Daryle Scott, president
April 2003 From Target Marketing
By Alicia Orr Suman How do you know when it's time to upgrade your fulfillment software? Of course, looking at the number of orders processed by your distribution center is the first consideration. But it's a more complicated issue than that. Expansion into new markets or new business channels such as the Web also may necessitate a more sophisticated software system. Then there are other factors specific to your business to consider. To determine whether you should pursue a software upgrade, first take a look at your operation's current business processes. As a mailer that recently went through a software upgrade, Daryle Scott, president
Eye on Privacy
December 2002 From Target Marketing
Manage Privacy in a Multichannel Environment By Donna Loyle Call it the privacy paradox. Consumers want to purchase products and services in a multichannel environment, and they respond well to personalized marketing strategies, but they still want their privacy protected. What's a direct marketer to do? This was the central question answered during the Sept. 24 audio conference, "Managing Privacy Across Multiple Channels," sponsored by the International Association of Privacy Officers. Moderator James Koenig, chief development and legal officer of ePrivacy Group, a consulting and training company, said the consequences of the paradox are that consumers who are not sure their privacy
December 2002 From Target Marketing
Manage Privacy in a Multichannel Environment By Donna Loyle Call it the privacy paradox. Consumers want to purchase products and services in a multichannel environment, and they respond well to personalized marketing strategies, but they still want their privacy protected. What's a direct marketer to do? This was the central question answered during the Sept. 24 audio conference, "Managing Privacy Across Multiple Channels," sponsored by the International Association of Privacy Officers. Moderator James Koenig, chief development and legal officer of ePrivacy Group, a consulting and training company, said the consequences of the paradox are that consumers who are not sure their privacy
Cash in Your Pocket
May 2002 From Target Marketing
Get List Hygiene Right, or You're Outta Business By Denny Hatch Half of your success in direct mail hinges on two elements: lists and arithmetic. Start with the basic U.S. Postal Service (USPS) statistics. Consumer lists go sour at the rate of 2 percent a month—or roughly 25 percent a year. People move, die, marry and divorce. In the business arena, lists go out of date at the rate of 50 percent a year. A quick way to prove this number is at any business conference. Ask everyone in the room who has a business card today that's different from that of a year
May 2002 From Target Marketing
Get List Hygiene Right, or You're Outta Business By Denny Hatch Half of your success in direct mail hinges on two elements: lists and arithmetic. Start with the basic U.S. Postal Service (USPS) statistics. Consumer lists go sour at the rate of 2 percent a month—or roughly 25 percent a year. People move, die, marry and divorce. In the business arena, lists go out of date at the rate of 50 percent a year. A quick way to prove this number is at any business conference. Ask everyone in the room who has a business card today that's different from that of a year
Privacy Revealed
March 2002 From Target Marketing
By Donna Loyle Undoubtedly you've seen these ads: A credit card company prominently touts "no telemarketing" as one of the benefits of having its card, and an Internet service provider states it won't sell your name and contact information to other companies. It used to be that unless customers specifically requested to see a company's privacy policy, those policies were pretty much downplayed. So what's going on? Has it become trendy to not only dust off your privacy policy, but to actually polish it up for public view? If you're considering following suit, here's what you need to know and do
March 2002 From Target Marketing
By Donna Loyle Undoubtedly you've seen these ads: A credit card company prominently touts "no telemarketing" as one of the benefits of having its card, and an Internet service provider states it won't sell your name and contact information to other companies. It used to be that unless customers specifically requested to see a company's privacy policy, those policies were pretty much downplayed. So what's going on? Has it become trendy to not only dust off your privacy policy, but to actually polish it up for public view? If you're considering following suit, here's what you need to know and do
Below The Radar--And Working (1,977 words)
October 2001 From Target Marketing
Mailers are having success with package Inserts, co-ops, Blow-ins and statement stuffers—they'd just rather not talk about it By Alicia Orr The title for this piece came from a conversation I had with Leon Henry during the Annual Catalog Conference in Boston last June. "You know," said Henry, chairman of Leon Henry Inc., "inserts fly below the radar screen. We're quite a large industry if you'd take the time to look. We're a factor and no one knows it." So I accepted Henry's challenge and decided to tackle this story. No easy task. It's difficult, if not impossible, to accurately quantify the size of
October 2001 From Target Marketing
Mailers are having success with package Inserts, co-ops, Blow-ins and statement stuffers—they'd just rather not talk about it By Alicia Orr The title for this piece came from a conversation I had with Leon Henry during the Annual Catalog Conference in Boston last June. "You know," said Henry, chairman of Leon Henry Inc., "inserts fly below the radar screen. We're quite a large industry if you'd take the time to look. We're a factor and no one knows it." So I accepted Henry's challenge and decided to tackle this story. No easy task. It's difficult, if not impossible, to accurately quantify the size of
Adding DRTV to the Mix
October 2001 From Target Marketing
Thinking Outside the MailBox to Boost Direct Mail and Catalog Response Rates By Norman M. Goldring With postal rates continuing to increase faster than the rate of inflation, it's a great time to consider complementing your direct mail program with direct response television (DRTV) advertising. DRTV—which gained notoriety in the 1970s with half-hour infomercials that ran in the middle of the night hawking everything from Ginzu knives to the latest exercise fad—has come of age and now is used by many mainstream advertisers. Today, such well-known companies as Spiegel, AT&T and Rubbermaid employ direct response television spots to cost-effectively build sales, generate leads and
October 2001 From Target Marketing
Thinking Outside the MailBox to Boost Direct Mail and Catalog Response Rates By Norman M. Goldring With postal rates continuing to increase faster than the rate of inflation, it's a great time to consider complementing your direct mail program with direct response television (DRTV) advertising. DRTV—which gained notoriety in the 1970s with half-hour infomercials that ran in the middle of the night hawking everything from Ginzu knives to the latest exercise fad—has come of age and now is used by many mainstream advertisers. Today, such well-known companies as Spiegel, AT&T and Rubbermaid employ direct response television spots to cost-effectively build sales, generate leads and
Adding DRTV to the Mix
October 2001 From Target Marketing
Thinking Outside the MailBox to Boost Direct Mail and Catalog Response Rates By Norman M. Goldring With postal rates continuing to increase faster than the rate of inflation, it's a great time to consider complementing your direct mail program with direct response television (DRTV) advertising. DRTV—which gained notoriety in the 1970s with half-hour infomercials that ran in the middle of the night hawking everything from Ginzu knives to the latest exercise fad—has come of age and now is used by many mainstream advertisers. Today, such well-known companies as Spiegel, AT&T and Rubbermaid employ direct response television spots to cost-effectively build sales, generate leads and
October 2001 From Target Marketing
Thinking Outside the MailBox to Boost Direct Mail and Catalog Response Rates By Norman M. Goldring With postal rates continuing to increase faster than the rate of inflation, it's a great time to consider complementing your direct mail program with direct response television (DRTV) advertising. DRTV—which gained notoriety in the 1970s with half-hour infomercials that ran in the middle of the night hawking everything from Ginzu knives to the latest exercise fad—has come of age and now is used by many mainstream advertisers. Today, such well-known companies as Spiegel, AT&T and Rubbermaid employ direct response television spots to cost-effectively build sales, generate leads and
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