Al Goodloe

This May, I flew to New York to attend a memorial for my old friend and international direct marketing expert Al Goodloe, who died in February. Al, a little guy with a gravelly voice, was one of a kind. He was one of the nicest men I ever met, but he could be a mule. For instance, he was from Virginia and his dad expected him to attend the University of Virginia, like everyone else in the family. But Al set his sights on Harvard, and that’s where he went. After he graduated, Al wanted to be in New York, and that’s where he wound

International direct marketing is like a rose, says Al Goodloe, president of Direct International, who spoke at The Direct Marketing Association's International Council Day this June. "The stem slowly grows, a bud appears, petals unfold … over time you have a magnificent flower." Goodloe uses the rose analogy to explain that a successful global direct marketing program takes time to develop and includes multiple steps. Here, Goodloe shares his low-cost ways to unearth big opportunities in global markets: Step No. 1: Choose your best geographic option. Start by looking at the choices of your competitors by examining their ABC and BPA statements, and their

A change in your offer, creative or package size can dramatically increase response—or not. You'll never know unless you test. That's the beauty of direct marketing: You have the ability to test, re-test and roll out with your best effort. At Al Goodloe's recent Publisher's Multinational Direct "How Publishers Build Sales and Profits in Foreign Markets" conference, international mailers Institutional Investor, International Airline Passengers Association and National Geographic showed how they tested premiums, offers and creative in their international mail packages. Here's a down-and-dirty look at what worked, what didn't and why. Institutional Investor •The Institutional Investor's double postcard U.K. control was pulling

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