Donna Loyle

Donna Loyle
Market Focus: Hospital Administrators: Reach the Wellness Pros

Is your marketing campaign in need of a healthy dose of responsive prospects? Targeting hospital and health care administrators, with their impressive corporate budgets and high personal incomes, may be just the elixir. Hospital administrators and executives plan, direct, coordinate and supervise health care delivery. This market breaks down into two groups: Generalists manage (or help manage) entire facilities or health care systems. Specialists are in charge of specific clinical departments or services, such as nursing care, surgery, information technology, medical records or supply chain management. These professionals often are responsible for dozens—even hundreds—of employees and millions of dollars’ worth of facilities and equipment,

Market Focus: Individual Investors

More than 90 million Americans own shares of stock either as individual investments or through mutual funds, according to the New York Stock Exchange. And many more Americans participate in the stock market through retirement funds, insurance companies and other investment vehicles. But many marketers, no doubt, want to reach only a fraction of that…

Market Focus: IT Managers

Information technology (IT) senior executives and managers plan, coordinate, direct research and facilitate computer-related activities. They determine both technical and business goals and make detailed plans to accomplish those goals. Oftentimes, an IT executive and his or her employees comprise the engine that keeps a company in perpetual motion. This is an in-demand occupation. In 2004 (the latest year available for such data), there were about 280,000 IT managers in the United States. And employment in computer and information systems management is expected to grow faster than the average for any other occupation through the year 2014, according to the U.S. Bureau of Labor

Sweet Success

In a red brick building in Salem, Mass., within a stone’s throw of the Atlantic coast, is a small company that uses local labor to handcraft a line of gourmet chocolates sold through multiple channels to customers worldwide. This company is demonstrating that a viable multichannel selling strategy needn’t be reserved for just the behemoths in direct marketing. Harbor Sweets sells its luxury confections via a catalog, Web site, e-mail campaigns, retail channels and wholesale accounts, including Whole Foods Markets. Its overall sales have been growing 10 percent annually in recent years, and its average order value has increased 6 percent since 2004. Not

Market Focus: Collectibles Buyers

What makes collectibles buyers so appealing to direct marketers is that they purchase myriad other products besides collectibles, including display cases, insurance, restoration services, alarm systems and software. And they spend money traveling to shows and events. Collecting clubs buy event planning and Web hosting services, printing, and custom logo products. The list is long and varied. Indeed, money spent on the collectible itself is only one tributary of the money stream that constitutes this market. The collectibles arena covers a wide breadth of consumers and dealers, and an equally broad selection of merchandise. A quick search on the Google Directory reveals 51 categories of

How HP Reduced Marketing Spend by 15 Percent

After Hewlett-Packard (HP) merged with Compaq in 2002, the technology powerhouse had a whopping 86 marketing organizations worldwide. Adding to the complexity: Each group had its own resources, systems and budget. Processes and languages differed; even the metrics used to execute, track and measure campaigns were different from organization to organization. “Continuity was poor. Corporate marketing initiatives were not always aligned with field programs and campaigns. It was critical that we be able to build on all of the customer touchpoints and present a common view of HP,” recalls Mike Winkler, HP’s chief marketing officer, in the whitepaper Hewlett-Packard Company Reinvents Marketing and Reduces Spend

Five Questions to Ask When Testing a List

In looking ahead at your marketing plans for 2007, you may be considering testing prospect lists. Here are five questions you’ll want to answer when shopping for list rentals: 1. How actively is the list owner prospecting for new customers? “If the zero-to-six-month file size is greater than 50 percent of its total 12-month file size, the owner is actively prospecting and adding new names to its file,” says Stephen R. Lett, president of catalog consultancy Lett Direct and author of the recently released book “Strategic Catalog Marketing” (Target Marketing Group Publications, 2006). Lett calls the 50 percent-plus rule a top consideration when selecting

Four Calculations That Determine the Profitability of Online Promotions

How do you discern the monetary value of visitors lured by a promotion to visit your Web site? A good Web site accounting system takes into consideration both associated costs for building and maintaining the site, as well as holding site visitors’ attention, note the authors of “E-metrics: Business metrics for the new economy,” a whitepaper from SPSS, a predictive analytics software and consulting company, and Target Marketing of Santa Barbara, an Internet marketing consulting firm in Santa Barbara, Calif. “The cost for [Web site promotions] is reconciled over the customer lifecycle starting with the cost of the promotion that got visitors there, through the

Protect Customers From Phish Attacks

A 2005 report on identity fraud released by the Better Business Bureau and Javelin Strategy & Research challenges the assumption that identity theft is largely an online phenomenon. In cases where the victim knows the identity of the perpetrator and the method used to commit the theft, the majority stemmed from offline criminal activity. In addition, the study claims, research supports the position that instances of identity fraud actually are declining. Other research, from the Anti-Phishing Working Group, (APWG) posits that phishing attacks—where fraudulent spam is used to lead recipients to phony Web sites with the goal of eliciting personal financial information for

Data on Demand

Two New Data Management Systems Help Miles Kimball Get Nimble. Miles Kimball, a multi-title catalog company in Oshkosh, Wis., has employed a two-pronged technological approach that gives it a clearer, real-time vision of the company’s front- and back-end operations. Armed with these tools, managers now can make business decisions—on everything from marketing campaigns to staff scheduling—by using data available on their own desktop computers. Managers no longer have to ask other departments such as IT for lengthy reports that often can take days to generate. Instead, a question, such as how many returns it’s getting on one particular SKU listed in the latest catalog

Do's & Don'ts in the Privacy Era

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

Marketers Under Scrutiny

By Donna Loyle Think privacy breaches are the product only of dishonorable companies? Think again. Just in the past two years, the following companies have been hit with fines for business practices that led to consumer privacy incidents: Eli Lilly, American Pop Corn Co., Lisa Frank, Microsoft and American Student List. Add to this list the venerable Mrs. Fields Cookies, which incurred a $100,000 fine, and giant candy-maker Hershey, whose direct division was hit with an $85,000 fine. Both were cited in February for non-compliance with the Children's Online Privacy Protection Act (COPPA). In these two cases, the merchants' marketing departments were collecting personal

Eye on Privacy

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

New HIPAA Rules Affect Healthcare Marketers

By Donna Loyle New federal regulations will impact the marketing practices of healthcare organizations such as health insurers, hospitals, pharmaceutical companies, pharmacies and others. Final modifications to the Health Insurance Portability and Accountability Act (HIPAA), released in August and that go into effect April 14, 2003, further limit the use of patients' personal health information (PHI) in promotional campaigns. PHI includes, among other data, a patient's name, address, diagnosis, tests undergone and test results. Beginning in April, covered entities—which include healthcare providers, health plans and healthcare clearinghouses—must obtain a patient's prior written authorization to use the consumer's PHI for marketing purposes. "The final HIPAA

Privacy Legislation UPDATES

By Donna Loyle In the current two-year legislative season, about 1,500 privacy-related bills at both the state and federal levels have been introduced, according to The Direct Marketing Association (DMA). Following are three examples that affect direct marketers: Online Privacy Bill Proposed The Online Personal Privacy Act of 2002, introduced by Sen. Ernest "Fritz" Hollings (D-SC) in April, would mandate that companies get consumers' opt-in permission to use sensitive data, such as financial records, Social Security numbers and health information. The bill also requires companies to provide opt-out options for non-sensitive data such as transactional information from Internet purchases. The bill passed