Chefs and Restaurateurs
October 1, 2001

An Appetizing Target for Marketers By Kate Mason Whether you're in the mood for Japanese, Cajun, French or Thai, chances are you'll find the desired fare at a nearby restaurant. While restaurants open and close, change owners, and fire and hire staff daily, there never seems to be a shortage of eateries in almost any American neighborhood. According to the National Restaurant Association, there are more than 844,000 restaurants in the United States alone. It's no wonder then why the market of restaurant owners and chefs is so vast, and why target marketers are finding this group so very appetizing. What They Buy "This

CRM Special Report--The Five Tenets of a Good CRM Strategy (1,9
July 1, 2001

By Carol Eberhardt The last five years in business have been a wild ride. The market placed a high premium on cutting-edge ideas, as emphasis shifted away from the less glamorous fundamentals of business strategy and effective execution. In the process, many start-up companies with brilliant concepts learned a lesson—the hard way—about the importance of sound business strategies and delivering on promises. Meanwhile, companies with clear vision, core strategies and strong business fundamentals are surviving the mayhem and continuing to capitalize on marketplace opportunities. Clear-cut performance matters now more than ever. And delivering that performance depends on having the right strategy and

Two Mailboxes Are Better than One (688 words)
May 1, 2001

By Diane March The Charles Schwab TV commercial featuring Ringo Starr spouting off investment buzz words to the bewilderment of his rock 'n' roll cohorts really hits home for direct marketers in the aftermath of the Internet's implosion. Investment principles hold up in the direct marketer's relentless need to refine, rethink and retool in order to capture the attention of the media-saturated consumer. The postal mailbox may be cluttered, but there's more than one mailbox, and more than one address that direct marketers must leverage. In his commercial, Starr mentions "asset allocation." For direct marketers, this can be interpreted to mean the integration

Who Are the Best of the Best? (1,161 words)
November 1, 2000

Customer service can make or break a company. What's the old saying, "Once bitten, twice shy"? Many customers simply won't give you a second chance if you screw up an order or don't treat them right in the first place. Provide them with the tender loving care they think they deserve, or they'll simply take their business elsewhere. That's the bad news. The good news is that the reverse is also true in many cases. Treat your customers well, and you'll have their business for life. So what does it mean to take good care of customers in the high-tech high-touch environment

List Testing - Parameters & Strategies
September 1, 1998

by Alicia Orr No one will dispute the fact that testing lists is important. The list has the greatest impact on the success or failure of the mailing. "Whereas creative tests may cause 1.5-percent to 3-percent variations in response, the right or wrong mailing list can sway results by a thousand percent!" suggests David O. Schwartz, president of 21st Century Marketing, a list broker/manager in Farmingdale, NY. But how much should you test and where should you look for list test ideas? The amount of list testing a mailer should do is a direct function of the maturity of its direct mail program, Schwartz