by Alan Weber Those in direct marketing have always been different from those in other industries because they share data. At some level, every industry measures results and tests products, offers and media. Few industries, however, are willing to share customer data for the common good. It is not difficult to understand why some marketers are apprehensive about sharing data. Look at the reaction in the general press when Double Click bought Abacus and attempted to combine Web and catalog behavior. The Supreme Court has recently taken away states' rights to sell driver's license and motor vehicle data, a veritable fountain of information for
In a previous article, ("Segmentation Secrets," Target Marketing, Sept. 1999, pp. 58-62) we examined some of the secrets that are typically uncovered when reviewing marketing data. In this article, we will look at the secrets for the more experienced marketer.
by Rachel McLaughlin Looking for a book on being a better parent or a book for that special child? Chinaberry Books has a book for you. It's a mail-order catalog for families and parents that sells "cream of the crop" children's and parenting books, books on tape and games, says Robin Harrison, Chinaberry's catalog production manager. With a focus on wholesome, enlightening and educational books, Chinaberry's catalog is heavy with text describing each book so parents can make an intelligent selection. Written in the first person, each description explains why the book is a good read, and some also include customer testimonials.
by Jack Schmid & Scott Busch In survey after survey, catalog owners identify building an efficient and cost-effective method of new customer acquisition as one of their main challenges. Whether you are a consumer, business, retail or hybrid (b-to-b and consumer) mailer, the growing popularity of direct response and cataloging as selling channels has resulted in a number of problems in the prospecting area. Among them: • Rental lists are consistently generating lower response than five or 10 years ago. The old standard—2 percent to almost any response list—is history. • Lower response results in a higher cost per new customer—something that has a