Millard Group Inc.

Market Focus: Baby Boomers
March 1, 2004

One Generation, Many Segments The most defining characteristic of the baby boomer market is that there are few general defining characteristics that apply to this group. Born between 1946 and 1964, boomers comprise the largest population boost in American history. And while the sheer size of this market—roughly 75.8 million, or one-third of the U.S. population—makes it an attractive target for direct marketers, the nearly 20-year age difference from the oldest to youngest boomers also makes it challenging to effectively penetrate. The No. 1 mistake companies make with boomers is not recognizing the diversity of this market, says Scott Schroeder, president and CEO of Cohorts, a

May 1, 2003

By Gabrielle Mosquera With research revealing that almost 80 percent of American households participate in one or more types of lawn and garden activity, and that each one spends $466 annually, it seems the amateur gardeners' market is one that's—ahem—ripe for the mailing. But much like weeds, a few challenges persistently crop up when hunting for, and mailing to, names in this market. Chief among these is the market's breadth—the term "gardener" can apply as easily to someone with potted plants on an apartment balcony as it can to someone with a large vegetable garden. "Any time you've got eight out of

Motivating Gen Y to Buy: Trickier than It Looks
January 1, 2003

By Melissa Sepos Not reaching the 13- to 25-year-old market? You might be trying too hard. Unlike Generation X, Generation Y seems to be motivated by individuality and lifestyle. American Demographics has aptly described this group's buying habits: "To understand Gen Y's spending priorities, think personal appearance and fun." This group, whose ages span more than 13 years, is difficult to market to. They have been bombarded with marketing on every level. While they pay attention to the message, they also see through the veneer. What is important, marketers and researchers say, is to remove the spin and make your message consistent

Anatomy of an E-mail Data Card
January 1, 2003

By Hallie Mummert Reading a data card for an e-mail address list is much easier than deciphering hieroglyphics, especially if you're familiar with data cards for postal address lists. Rather than reinvent the wheel, list managers use the same template for both list types to provide a uniform research tool for list brokers and marketers. While the format may be familiar, you can't put your brain on auto-pilot when perusing potential e-mail list test options. Some irregularities exist that require your attention. Here is an analysis of the typical e-mail list data card to provide you with some research pointers. Counts Most lists will

List Research is Key to Finding New Prospects
January 1, 2003

By Dolores Ryan Babcock When I started my career in direct marketing, this industry was very different than it is today, and I was working with package inserts instead of lists. The basic research techniques I learned then and have refined over time haven't changed in the intervening years, though almost everything else in the business has. The first step in researching the list universe is to look again ... and AGAIN ... at the offer. This is probably the most important step, and one no broker or mailer can afford to overlook. The product or service and the way it is being

Boating Enthusiasts
July 1, 2002

By Paul Barbagallo He is the dad who prepares a bait and tackle box with his son at dawn, the woman who returns to the office Monday morning with a fresh tan, and the man who has saltwater bounding through his veins. The boater demographic, albeit heterogeneous, composes an extremely profitable segment of the buying population. Whether their maritime hobby calls for a quality-time cruise with the family or a weekend fishing jaunt with the guys, boaters are great prospects for a variety of offers. People who race sailboats are a sizable market as well, although somewhat different in makeup. However, many

Fitness Buffs
May 1, 2002

By Melissa Sepos She's the neighbor who gets up to run at 5:30 a.m., the mom who heads to kick-boxing class after dropping off the kids at school and the dad who plays in the basketball league from work. Fitness buffs are not just your garden-variety triathletes or Olympiads. Indeed, the fitness demographic is as diverse of a population as it is profitable. Last year several million consumers—about 30 percent of the U.S. adult population, according to statistics—spent more than $4 billion on exercise-related products. Who They Are Fitness buffs include people who regularly participate in recreational sports or exercise. Most tend

Epicurean Enthusiasts
March 1, 2002

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

Ready for Alternate Media Yet?
June 1, 2001

By Hallie Mummert Next month, the postal rates will rise again for the second time this year. Here's a little more salt for the wound: In the past seven months, your postage costs most likely have increased by an average of $14/M to $16/M for letter-size mailings and $18/M to $33/M for flat-size mailings. Is it any wonder that managers and brokers of alternate media programs are seeing more interest in these less costly alternatives to solo direct mail? "Anytime you see an increase on a fixed cost of doing business or a declining of response rates, you will find mailers

TM0101_Market Focus, Gardeners
April 1, 2001

Seed buyers represent good pickings for mailers of all sorts (735 words) By Dan Pastorius Every spring, gardeners turn up their soil for another year's worth of glorious flowers and vegetables. Indeed, an estimated 80 million Americans garden as a hobby, according to the Web site With so many enthusiasts, is it any wonder the seed market can be lucrative? And the direct mail market for plant seeds is a strong one that enjoys high response rates, say industry experts. "People who love [plant] seeds love to shop by mail, so they're direct mail responsive to all kinds of different offers," says