The Between Market To be a “tween” is to be part child and part teen. This is an adventurous and often challenging time for pre-adolescents who are becoming more self-aware and starting to reach for more independence. But it’s important to remember that the word tween is a marketing term used to help define this audience, explains Kristen Harmeling, partner, Yankelovich Youth MONITOR/Yankelovich MONITOR, a New York marketing consultancy specializing in lifestyle trends and customer-targeting solutions. You won’t find tween listed as a developmental stage, says Harmeling. As such, one marketer’s definition of a tween can differ slightly from another’s. For example, Harmeling offers,
Have you ever seen a Web site sign-up form with separate boxes to enter city, state and ZIP code, but only a single line for address? The Web designer made things simple and fast for the visitor. Unfortunately, the marketer is then left with an unusable address. Historically, businesses have compartmentalized for efficiency. And this is one reason why database marketing isn’t easy. Unless you can control the focus, another department’s objective may become your problem. The value of your database rests on small things. Many of your larger purposes will depend on how well your addresses can be matched up to external data.
Get Your Message Into the Inner Circle In the early days of online marketing, e-mail was a fresh and different way to reach people and, for a brief period, click-through rates frequently hit double digits. Then people’s e-mail boxes became flooded with marketing messages—some legitimate, some outright spam. E-mail response rates fell from the stratosphere back to Earth, but the deluge continued. People installed spam filters. Corporations built firewalls. And e-mail response rates, once stellar, were now not much better than what postal direct mail could produce. According to an article in The Marketing Report (Oct. 27, 2003), most people open and read permission-based
By Lisa Yorgey Lester Hotel or lodging managers ensure the comfort of their guests, whether these guests are vacationers or weary travelers. In addition to making sure reservations, check-in and check-out processes run smoothly, a hotel manager is responsible for promoting hotel services, such as spas, fitness centers and restaurants. In 2000, lodging managers accounted for approximately 68,000 jobs, and earned a median annual salary of $30,770, with the middle 50 percent earning between $23,670 and $41,830, according to the U.S. Bureau of Labor Statistics. All hotel managers are not equal; they have an array of titles and diverse responsibilities. The size of
By Hallie Mummert As a direct marketer, you probably often ask yourself, "What do I know about my customers? What do I know about my prospects?" But you really should ask yourself: What do I need to know about my customers and prospects to help me market smarter? A great place to start is your own transactional data. But this isn't always enough to tell you which offer is the best one for the second sales attempt— or, more precisely, which customers might not respond to a cross-sell offer, say for car insurance, because they don't own cars. To enhance your relationship
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
by Denny Hatch Many will disagree with Lee Kroll's statement. But I, for one, think he's dead on. Read on, consider all of the challenges the b-to-b marketer faces when it comes to lists, and decide for yourself. Consumer Direct Marketing The universe has roughly 110 million households. Most receive mail in a box or through a slot in the front door. They answer their own telephones. True, in the words of Chicago freelancer Lea Pierce, "All mail is opened over the wastebasket." But, chances are pretty good that if you want to reach consumers, your messages will either get into their hands or
by Ed Burnett Strategies to consider for making the most of your list BUDGET in 1999 It's almost the new year, the time of resolutions. And for direct mailers, a smart resolution to make at any time is to pay more attention to the lists we mail, especially for prospecting. Smart list work pays off in two huge ways. First, you save money on the three "P's"—postage, paper and printing—because you're not sending out wasted mailings to the wrong folks. This is particularly important next year as we face another postal rate hike. Second, by paying close attention to list selections, you