Anglo-American
It doesn't matter which side of the pond they're on. The first stop for most consumers planning a trip is the Internet. That's why VisitBritain, the United...
Eastern Philosophy
Mounting a successful integrated marketing effort is difficult enough. Throw in the additional hurdle of targeting a segment with a unique language and culture, and you've multiplied that challenge. Direct recently talked about creating multichannel campaigns for the Asian-American market with Saul Gitlin, executive vice president for strategic services and new business at New York agency Kang & Lee....
ETF Ad Weaves a Tangled Web
Anybody here remember a certain pseudo-inspirational poster of yesteryear? It read: They said it couldn't be done. So we didn't even try. I thought of...
No Booth? No Problem!
Imagine you're exhibiting at a trade conference and your booth doesn't show. Bad news, right? Not necessarily. Jordan Ayan, CEO of e-mail service provider...
Captive Audience, Captive DMers
Earlier this year, guerrilla marketing agency Interference Inc. placed small digital displays of cartoon characters throughout several jumpy, post-9/11...
Handling Calls In-House
f you're dialing into a call center from home, chances are you may be relaxing in pajamas and slippers. And chances are the reps you talk to may be in their PJs too....
Give the People What They Want
Fifty-nine percent of respondents to a recent survey from Cambridge, MA-based e-commerce software firm Allurent Inc. report that a frustrating online shopping experience negatively affects their overall opinion of a brand or retailer....
Letters to the Editor
JUST ONE THING I think Herschell Gordon Lewis overlooks one issue in his excellent lambasting of fundraising letters that don't work the executive directors...
Data Dilemmas
Business-to-business databases have never been celebrated for their cleanliness. For starters, B-to-B data is complex and fast-changing. Customers conduct...
The Buck Starts Here
Jerry Bernhart, president of Bernhart Associates Executive Search, recently gave us his thoughts on DM compensation in today's hiring market. It's true...
Window-Shopping the Small Screen
Little more than a month after the holidays, many consumers probably still have psychic scars from the jammed malls and parking lots. Those memories may...
Credit Where Due
To offer insight into the cumulative effect of online exposures, analytics and marketing agency Avenue A/Razorfish issued the research white paper “Actionable Analytics.” The study's media analytics section provides clues to determining a correct media mix....
CORRECTION
The photo accompanying AAA Targets Teens (January) is not of Mary Wyatt but of Sue Burns, AAASNE's director of marketing membership....
ZIP+4 + 2 = ZIP+6
How do you get an entire newspaper chain to improve its targeting? It's not easy when you own 90 papers, ranging from small weeklies to big-town dailies....
CLARIFICATION
RCI Global Vacation Network uses SAS' Enterprise Miner data-mining software in its customer modeling work (Vacation Planning, January)....
Rainbow Rewards Goes West
Last year Rainbow Rewards, a loyalty plan designed to boost local businesses in Denver, increased enrollment 150 times — from 2,000 to 300,000 members — through organic growth and alliances with credit unions and Frontier Airlines' MasterCard program. ...
DMers' PR Strategy: Get Visual
As direct marketers vie for a more strategic position at the executive table, they have a mighty weapon: numbers. Deep inside marketing databases lie...
SK&A's Back in the Mail
For the first time in two years, SK&A Information Services will send out postcards as part of its marketing mix, this time to launch a medical research service....
Web Doctor
Pharmaceutical marketers can spend millions to create commercials that target, say, every allergy sufferer who watches Desperate Housewives on Sunday...
Printer's Mailing Gets 50% Response
Every now and then, digital technology produces unexpected results for old-fashioned direct mail. Take Superior Printing Inks, which achieved more than...
Alive and Well
In this multichannel age, direct mail is still the largest single power in direct marketing. The U.S. Postal Service handled 102.5 billion pieces of standard...
A Guide to Giving
Way back in 1997, it was hard for a small nonprofit with a limited budget to get attention. The Internet wasn't the fundraising powerhouse it is today,...
Listline
NEW LISTS Quality Control Professionals OneSource Information Services Inc. is offering Quality Control Professionals, a list with 14,032 names. Sources...
Easy Does It
In January the U.S. Postal Service toned down some of its proposed new mail rules. Here are some highlights. A relaxed flexibility test for automated...
Dirty Rotten Scoundrels
Nothing is more boring than going through the Direct Marketing Association's Hall of Fame. For every genius on that wall, someone else is there only because...
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