Lisa A. Yorgey

Lisa A. Yorgey
Compiled Lists - Take a Second Look (968 words)

By Lisa A. Yorgey It's Time to Take a Second Look Compiled files have long been the stepchild of the list universe—often passed over in favor of transaction-based response lists. While these massive databases are not desirable for every marketer, the breadth and depth of information they contain are vital to many high-volume mailers, and may be worth a second look by other mailers faced with declining list universes. Compiled files have evolved from their "phone book" predecessors. Today, there are few pure compiled lists, says David Schneider, vice president of sales, Knowledgebase Marketing. The sources still are

Plan for the Fourth Quarter (783 words)

by Lisa A. Yorgey Fourth quarter numbers can make or break most direct marketers. Indeed, performance in this last stretch may well determine the outcome of their year-end profitability. Done properly, e-mail marketing can be a low-cost prospecting tool that can boost sales. E-mail lists have come a long way in a short period of time and now are of better quality, more plentiful and less expensive than a few years ago. Now is the time to test this medium so you can reap the economic reward during the fourth quarter, holiday-shopping season. Too often, e-mail acquisition is done only on an as-needed basis,

10 CRM Trends to Watch in 2002

By Lisa A. Yorgey The technology and strategy are in place; now it's time to see a return on your customer relationship management (CRM) investment. "Companies' CRM investment decisions in 2002 will be driven by the need to produce measurable business results within IT and marketing departments that face mounting budget pressures," report executives at Braun Consulting, a Chicago-based professional services firm. Based on its work on combining CRM technology with business strategy for its clients, Braun executives cite the following 10 CRM trends as potentially having the greatest impact in 2002. 1. In a down economy, highly successful companies will invest more

By Marrying Disparate Databases, Sears Canada Becomes More Cust

By Lisa A. Yorgey The Sears catalog disappeared from the U.S. catalog market nearly a decade ago, but its Canadian counterpart, Sears Canada, dominates the Canadian catalog market. As a multi-channel retailer, Sears Canada has a network of 118 retail stores, 37 furniture and appliance stores, 131 dealer stores, 15 outlet stores, 38 floor-covering centers, 66 auto centers, 108 travel offices in addition to its Web site: www.sears.ca. It is the only Canadian general merchandiser with a circulation of 4.5 million households and 2,110 catalog pick-up locations that support its substantial catalog business. A limited view In 1988, Sears Canada did

Designing a Global Blueprint (776 words)

By Lisa A. Yorgey The foundation of any successful international venture starts with a solid marketing strategy. Before you begin plotting, ask a simple question: Why do you want to expand? "Your answer will dictate your approach to the international market," says Stephen Miles, former European managing director at Lands' End, who was responsible for the cataloger's entry into the United Kingdom and Germany. According to Miles, who spoke to the U.S. Trade Mission to Europe headed by International Direct Marketing Consultants this past March, most companies decide to go international for one of two reasons—to boost sales or increase profits. Which reason governs

European List Experience List Strategies That Worked for Three

By Lisa A. Yorgey It's been said the success of a direct mail campaign depends 40 percent on lists. International campaigns are no exception. Here three U.S. direct marketers share their experiences with local, in-country lists in Germany and the United Kingdom. Day-Timers Day-Timers, a marketer of business and consumer time-management planners and organizers, started to market globally when it set up a U.K. subsidiary in 1994. Solo direct mail is used for prospecting, and a catalog is mailed on the back end to retain existing customers. When it comes to lists, its strategy is "close to that of its U.S. operations, but

Global Media Choices (589 words)

by Lisa A. Yorgey Lists are harder to find outside the United States. Not only are there fewer lists, but the universe of names is smaller and more expensive to rent. As such, direct marketers should consider other media to complement their overseas direct mail efforts. One reason for the lagging international list market has been the lack of subscription lists. In Japan and parts of Europe and Latin America magazines are primarily sold on newsstands. Here's a look at some of the media options worldwide. • Beyond direct mail, space advertising is clearly the number one choice, says Nigel Rowe, managing director