Before You Begin
DMers have to forget about the traditional approach and analyze the sales cycle with metrics and statistics to better understand their market. These same...
Getting Personal
WHAT MAKES YOU tick? That's a question that drives Laura Lang, president of Boston-based Digitas. My MBA from Wharton was in finance, but as I looked...
Social Anxiety
I went to Lollapalooza this summer, and I fit right in. The ticket came from a friend, and I declined at first, a little put off by the image of my gray...
Ring True
Want to turn that phone call into a sale, and maybe even into an ongoing relationship? Follow these pointers: Don't remind prospects that you've already...
Eight O'Clock Coffee Blends TV, Web
Eight O'Clock Coffee has one of the oldest brand names in America. But the company launched as a private label by A&P Stores in 1859, sold to an investment...
Magical Thinking
JUSTIFICATION IS THE name of the game when it comes to determining a direct marketing budget. It's no longer good enough to make generalizations about...
Attention to Retention
TEN YEARS AGO, Frederick Reichheld's The Loyalty Effect demonstrated to the world that a five-percentage-point decrease in customer defections could improve...
Web Site Offers Designer Bags for Rent
Kara Richter had one goal in mind when she co-founded From Bags to Riches in 2004: bringing high fashion to people in the not-so-high income brackets....
It Could Get Ugly
RETAILERS THAT STILL USE all-HTML e-mail and there apparently are a lot of them are in for a horrendous online holiday shopping season, according to Epsilon...
Clean = Green
IMAGINE SPENDING ALL YOUR time preparing for an extravagant dinner party. The champagne is bubbling, the cutlery is shining, and the platters of hors...
And on the Left Coast
OgilvyOne's San Francisco office is housed near Union Square at 111 Sutter St., the same art deco building where Sam Spade hung his hat in The Maltese...
What's Next, a Pitch From the Hazardous Waste Unit?
HERE'S A NOVEL IDEA: Only a credit card company's marketing department should craft its pitches. Its lawyers, operations and accounting people should...
Prism Restructures Marketing Group
Leslie C. Bacon has been named group publisher of Prism Marketing Media Strategies, a new unit that includes Direct, Multichannel Merchant, Promo and...
Put It to the Test
Testing is critical to success in direct mail. And of course, the same theory applies online. The Web is extremely conducive to testing from both cost...
A Step Ahead
You want fries with that? Ah, the classic cross sell: offering customers something that complements perfectly what they've already expressed an interest...
If You're Going
There are worse places to be than San Francisco in October. So stop worrying, and relax on the flight by reading this issue of Direct. We hope you'll...
Mother's Little Helper
Toys. Car seats. Clothes in a multitude of sizes. Diaper Genies. UltraSaucers, ExerSaucers and bouncers, oh my. Moms know these things can take over the...
Get the Buzz
Looking for the latest scoops and commentary on the world of direct marketing? Visit the DirectBuzz Blog (blog.directmag.com/buzz/), updated regularly...
Harrumph. Obfuscate. Complicate. Harrumph
When I deliver a speech or communicate in print, one of the words I eschew is That word, and its cousins such as and any compound word whose second half...
Viva Direct!
WHILE YOU'RE RELAXING on your upcoming vacation to San Francisco for DMA06 (yes, I laughed maniacally when I typed the word we'll be in a constant flurry...
LETTERS TO THE EDITOR
IT'S REALLY VERY SIMPLE It's obvious what went wrong with the MIT Sloan Management Review's e-mail promotion: It's virtually impossible to profitably...
Take It From the Top
THERE'S AN OLD SAYING THAT IT'S LONELY AT the top. If that's true, our agency leaders should look around. They're in good company this issue. Direct talked...
Match 'Em Up
KATHY'S DESIGNING HER NEW restaurant's kitchen and is looking to buy several new high-end stoves, refrigerators and the like. As the salesman prepares...
From the Big Chair
BY THE TIME THIS article sees print, Howard Draft will be one delighted chairman. Or a very disappointed one. It all hinges on the review Wal-Mart is...
Sells Like Team Spirit
The New England-New York rivalry plays out regularly on baseball diamonds and football fields. But online, who wins? We spent some time perusing the sites...
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