1. Find a universe of potential customers—in the words of the late, great copywriter Gary Halbert, "a hungry crowd."
2. Offer salvation.
Here are two entrepreneurial websites with unique business models to stimulate your thinking
I don’t allow spam filters to censor my e-mail. As a commentator on the business of marketing, I want to see everything—warts and all. What’s more, being a “see guy” rather than a “hear guy,” I can scan an inbox and delete 100 messages in about 30 seconds.
The full list of 2007’s Top 50 Mailers (excludes catalogers) Company Sales/Revenue Industry List Manager(s) (in millions) Citigroup $146,558 Financial Does not rent Bank of America $117,017 Financial Does not rent JP Morgan Chase $99,845 Financial Does not rent 4 Sprint/Nextel $41,028 Telecommunications Does not rent American Express $27,136 Financial/Media Millard Group Washington Mutual $26,454 Financial Does not rent Capital One $15,191 Financial Does not rent Time Inc. $5,846 Media Millard Group/ Belardi-Ostroy Inc. 4 Pitney Bowes Co. $5,730 Business Services MeritDirect Salvation Army $5,300 Nonprofit Does not rent 4 Discover Card Services Inc. $5,000 Financial Does not rent Hearst Magazines $4,550 Media Direct Media International American Red Cross $3,919 Nonprofit The Carol Enters List Co./ American List Counsel The New York Times Company $3,289.9 Media American List Counsel BMG/Columbia House $2,400 Media Specialists Marketing Services/American List Counsel Reader’s Digest Association $2,386.2* Media American List Counsel/ The Catamount Group 4 Scholastic Inc. $2,283.8 Media Specialists Marketing Services/ Millard Group/List Services Corp. Dow Jones & Company $1,783.9 Media American List Counsel Meredith Corp. $1,600 Media American List Counsel/ Millard Group Company Sales/Revenue Industry List Manager(s) (in millions) Memorial Sloan-Kettering Cancer Society $1,623 Nonprofit Direct Media International Conde Nast Publications $1,400 Media Millard
Pat Corpora, president & CEO, By Lisa Yorgey Lester Giving Silkies hosiery continuity program a new pair of legs. Every workday, Pat Corpora comes into the office at 7:30 a.m. and heads for the mailroom, where he sifts through the orders that have come in overnight. This physical connection with the mail, says Corpora, gives him "a sense of the business." As president and CEO of HCI Direct, Corpora's business for the past three years has been putting the customer in control of the Bensalem, Pa.-based company's Silkies hosiery continuity program. With nearly 25 years of direct marketing experience, Corpora is well suited
By Lois Geller A few nights ago, I watched a TV show where surgeons, dentists, trainers and fashionistas turn less-than-dreamy people into dreamboats. They looked great, but I kept thinking, "Ouch, all that cutting, lifting and teeth drilling has to hurt." And then, I started thinking of makeovers and you, the hard working direct marketer. Would you scream "Ouch!" if someone tried an extreme makeover on one of your programs? We all would. Our direct marketing efforts are what we do, how we make a living. They're us! And someone's giving us a makeover—changing things. All makeovers hurt when they're about you. "That's Not
Direct Marketers Find Success With This Savory Demographic Edited By Kate Mason They'd rather stay in on a Saturday night and try a new Manchurian pork and zucchini dumpling recipe they've recently read about in their favorite culinary magazine. They know the difference between a cassoulet and a casserole, and they'd even travel 100 miles out of their way in search of the perfect cabernet for their next dinner party. Who are they? They're gourmet cooking enthusiasts—and, as a group they have enough discretionary income to whet direct marketers' appetites. The Cooking Crowd "Gourmet cooking is a hobby shared by
Edited by Brendan Maher Don't forget what you learned in high-school physics, implores Jerry Shereshewsky, the direct marketer who lists among his claims to fame the creation of Mello Yellow for the Coca-Cola Co. and making online promotional marketing company Yoyodine attractive enough to catch the attention of Yahoo!, which bought it. Among the inimitable laws every marketer should remember, are those of Sir Isaac Newton the 18th century physicist, astronomer, alchemist and theologian who turned the world upside down because he saw an apple fall to the ground. At the DMA 83rd Conference & Exhibition this past fall, Shereshewsky explained how Newton, a
When it comes down to it, the key element that separates direct marketing from other marketing techniques is the offer. Direct marketing campaigns are meant to sell products and services; a two-step campaign may be needed to explain the offer, but the desired result is a concrete sale. That's why marketers who think they can stuff image advertising into an envelope and generate results tend to lose money on those campaigns. Since you can measure response, you can also determine which offers and mailings work best. When you get an order, you can surmise that something about the way you asked for the