Lisa Yorgey

Lisa Yorgey
Sail in a Safe Harbor-The Legal Transfer of Data (1,348 words)

By Lisa Yorgey How to navigate the legal transfer of data from Europe to the United States The capture and use of personal data for marketing purposes is a common practice in the United States. In other parts of the world, however, policies and laws regarding the use of personal data for such purposes are far more restrictive. The most notable piece of global privacy legislation that affects U.S. companies is the European Data Protection Directive, which requires specific measures be met before data are transferred outside the European Union (EU). When implementation of this directive threatened the flow of data

Why a List Broker Can Be...A Mailer's Best Friend (1,139 words)

By Lisa Yorgey Mailing a campaign without doing sufficient list research is comparable to flushing money down the drain—no matter how good your product, offer or creative is. List selection is a highly skilled process based on experience—in a given market and with a particular list. And in this process, a broker can play an important role in a mailer's marketing strategy. Following are some of the numerous ways list brokers can contribute to the success of your marketing efforts. - Brokers bring to the table their experience with other mailers. "Because brokers often specialize in specific markets, they know how other mailers

Why Marketing Databases Fail

By Lisa Yorgey The die is cast before the first query runs. "A marketing database is only a tool. As such, it's not a panacea," points out Bernice Grossman, president of DMRS Group, a New York-based database marketing consulting firm. No matter how much money is invested or how many hours it takes to build, a database is only good if it is used. A database needs to be efficient for what you need it to do. Because different users have different needs and requirements, "you have to build it with an eye for how it will be used," explains Cyndi Greenglass, president of

U.S. Cataloger Marketing in Japan-Far From Over (891 words)

By Lisa Yorgey U.S. Catalogers marketing in Japan May have been deflated by recession, but they are not defeated. In the mid-1990s, direct marketers sought riches in Japan much like the miners of the California gold rush. The yen reached an all-time high against the U.S. dollar in 1995, and Japanese consumers indulged their appetite for American goods. With an exchange rate of approximately 85 yen to $1, it was incredibly inexpensive for Japanese consumers to buy merchandise from U.S. catalogers who, in turn, were selling American products in Japan hand over fist. The U.S. mail-order frenzy also was perpetuated by the Japanese

Inside the Harvard Business Review Content Comes First (1,872

By Lisa Yorgey The whole of Congress reads it, and its subscriber file reads like a Who's Who of corporate America. Housed in a renovated military arsenal located a few miles from Harvard University's main campus in Cambridge, MA, The Harvard Business Review has been helping its readers improve the practice of management for eight decades. First published in 1922 by Harvard Business School Dean Wallace Donham, the Harvard Business Review is the flagship of Harvard Business School Publishing (HBSP), a wholly owned subsidiary of Harvard University. Meeting the needs of its blue-ribbon subscribers is paramount. "Content is always first—across all media," attests

Tips to Combat Rising International Postal Rates

By Lisa Yorgey Domestic mailers are not suffering rising postal costs alone--the cost to mail internationally also has risen. However, mailing fewer catalogs and doing so less frequently is not the only way to curtail expenditures. John Michell of Johnson and Hayward shares a few tips on how U.S. catalogers mailing overseas can cut costs. * Use polywrap instead of envelopes to enclose your catalog. This will reduce the weight of a mail piece. * Mail two catalogs at the same time. This will certainly work if you have two related books, such as a clothing catalog and a home accessories catalog. Since

Global-A Victory for Direct Marketing in Germany (645 words)

By Lisa Yorgey This January, the German government announced its plans to scrap two laws that have been thorns in the side for direct marketers doing business in Germany. Enacted in the protectionist era of the 1930s, the first law limited companies from offering consumers discounts of more than 3 percent. The second piece of legislation, which has attracted a good deal of press coverage in the past few years, was its bonus gift act. This law forbade any free giveaway of significant value with a purchase. U.S. cataloger Lands' End was most notably affected by this piece of legislation. Following the launch

International By Design Peruvian Connections Adds Germany to I

By Lisa Yorgey When Peruvian Connection decided to tackle the German market it realized the launch would be "trickier" than its earlier entry into the United Kingdom because of language differences and a different approach to paying for mail-order goods, reports Annie Hurlbut, CEO and co-founder of the Kansas-based catalog. While it has hit a few bumps in the road, the cataloger has used its experience to grow its European operations. Although Peruvian Connection didn't launch its first international catalog until 1994, Hurlbut maintains the cataloger has been an international company long before its first venture into the global market. As its name

Rodale Press A Market-by-Market Approach Helped This Publisher

By Lisa Yorgey The pursuit of good health is as universal as the common cold. So when Rodale's book division identified the opportunity international markets held, it choose a product with widespread appeal—"The Doctors Book of Home Remedies." Its plan: to build off its U.S. success, market by market. The Embarkment The rule of thumb in international direct marketing is if a product does well in the United States, it will likely do well overseas. This made "The Doctors Book of Home Remedies" an ideal product to launch into global markets because it had already sold more than 12 million copies in the United

Navigating Global Waters West Marine's Spreads Its Risk by Ex

By Lisa Yorgey You're sailing in the Pacific when you lose your anchor. What do you do? Pull out your laptop and e-mail an order for a new anchor from the West Marine catalog, requesting the product be delivered to the marina in Fiji in 10 days time. Sound like a logistical nightmare? Not for West Marine, a boating equipment cataloger based in Watsonville, CA. In fact, this scenario is not entirely unusual, according to Chris Flannery, director of international marketing for West Marine's catalog division. And while the cataloger is able to accommodate most of these requests, if it misses the customer