Millard Group Inc.

Market Focus Yoga Enthusiasts
August 1, 2005

Stretch Into a Healthy Market By Irene Cherkassky Americans are concerned with their health more than ever before. Not only are we struggling with the battle with bulge, but we're also trying to improve the overall quality of our daily lives. It's not surprising then that the practice of yoga, as a form of exercise and as a way to achieve well-being, steadily has gained popularity, particularly within the past decade. Yoga's Reach The number of yoga practitioners is growing by leaps and bounds. According to Yoga in America, a February 2005 study conducted by Yoga Journal, a consumer magazine serving yoga

Crafting a Perfect Market
June 1, 2005

By Kendra Wilson Once upon a time, adolescents were apprenticed to a master craftsman who would teach them a profession, a craft, if you will. Today, we've tacked on the word "arts" and suddenly the immediate association of the word "crafts" has changed to little kids run amuck with Elmer's glue and great aunt Ida humming along gleefully, her knitting needles clickity clicking a great, big ball of fuchsia yarn. In truth, crafters truly do run that gamut, from the young to the simply young at heart. According to Jerry Cohen, publisher and president of All American Crafts (AAC), parent company to

Making Compiled Lists Work for Your Prospecting Plan
April 1, 2005

By Alicia Orr Suman Robb Ruyle, president of Powderhorn Industries in Montrose, Colo., says his company always has used compiled lists almost exclusively. Even for the firm's first-ever mailing to promote a baby bib more than 22 years ago, Ruyle says he basically compiled his own list from a hospital directory. "Our customers are institutions—we want to reach people in hospitals, doctors' offices, nursing homes. So that's why we tend to turn to compiled lists." To make these lists as targeted as they can be, Ruyle uses a variety of selects, which vary depending on which audience his multiproduct company is marketing

2005 Insert Media Marketers Idea Exchange
How can you cut
February 1, 2005

How can you cut "Collate pieces at the distribution/order fulfillment center, as this will cut shipping costs of moving the collated pieces/envelopes back to where the orders are fulfilled. [Also,] manage shipping costs. If you accept overweight pieces and don't charge additional for this, it could be eating away from your revenue if this increase in weight also increases your costs for shipping. And manage inventory. Each item—or type of item—in the warehouse may incur an overhead cost based on the amount of space it occupies. Don't accept too many pieces at a time that will sit and incur overhead charges. Keep insert

Keeping Pace
February 1, 2005

By Abny Santicola We all know the phrase, "It's like riding a bike." And most of us have ridden or ride bikes. But is that all it takes to be considered a cyclist, or is there more? According to a 2003 sports participation study by the National Sporting Goods Association (NSGA), the overall bicycle riding population—made up of individuals 7 years of age or older who bike six or more times a year—numbers 36.3 million in the United States. But that's a pretty wide net. A truer representation of the cycling market is a group NSGA refers to as "frequent participants"—those who have biked

Finding the Right E-mail Lists
December 1, 2004

By Hallie Mummert Now that prospecting efforts are picking back up on the postal side, will e-mail prospecting be far behind? In years past, marketers complained of low response rates and concerns of being perceived as spammers. While those same issues influence marketers' decisions to prospect via e-mail today, the continued, albeit slow, growth of e-mail lists for rent and the offering of more direct response-oriented files is luring more companies to give e-mail lists a test. "Direct mail certainly is the foundation [of direct marketing], but e-mail offers a new level of communication that direct mail can't," says Michelle Feit, president of

List View: All Sales Count
October 1, 2004

Consumers are not flocking to your Web site on their own. They are being driven there. Typically, more than 80 percent of orders and sales to a mailer’s Web site are driven by postal mail pieces—catalogs, subscription notices or other forms of direct mail. As Internet and Web site activity account for a greater percentage of each mailer’s total orders and sales, it is essential that mailers properly allocate these sales. As much as 50 percent of the orders that used to come into a call center or come through the mail are now going to a mailer’s Web site. Allocate Orders to

Insert Media Buying Guide: Get a Strong Insert Media Prospecting Program
September 1, 2004

Insider tips for successfully testing insert media—and expanding your usage W ith it looking more and more likely that postal reform might not get passed before this session of Congress ends, the threat of a double-digit postal rate increase hangs over the direct marketing industry. Historically, postage hikes have spurred direct marketers to trade some direct mail circulation for insert media program tests. But postal woes isn’t the only reason for the increased interest in insert media options: With list universes down from where they used to be and merge/purge rates at an all-time high, many direct marketers have added insert media to their

Market Focus: Golfers
July 1, 2004

Know Your Line of Play If you’re not out on the green every weekend, you may think of golfers as a bunch of middle-aged, C-level executives schmoozing in silly hats. Then again, it might also be the young Tiger Woods, dapper in his crisp polos. So the real question is, who are golfers, really? In the United States alone, there are approximately 26.2 million golfers, according to the National Golf Foundation (NGF), a Jupiter, Fla.-based company that offers golf-business research, information and consulting services. It further notes that they spent a total of $24.3 billion in 2002 on equipment and fees, making this a

The Frequency Seesaw
May 1, 2004

Finding the balance between mailing too often and not often enough By George Duncan If I'm recalling it accurately, back it the 1950s, what was then the Columbia Record Club was mailing selections to its customers every month. Twelve cycles per year. Then someone suggested mailing every four weeks. There was much discussion about how this new frequency might "fatigue" the list. Of course, Columbia tested it, and to everyone's surprise and delight, the test was a huge success. Not only did the record club gain a cycle each year, but sales per cycle increased substantially. In today's volatile consumer environment, however,