CORRECTION
In the feature Stay in Touch (Direct, Oct. 1), PTC's senior director of worldwide channel marketing was incorrectly identified as Greg Norman. Greg James...
AAA Targets Teens
AAA Insider, one of AAA Southern New England's newest member programs, is also one of its most effective. A year in, free-to-paid memberships are converting at nearly 95%, compared with the club's general renewal rate of around 89%. ...
Low Tech's the Ticket
For all the millions spent on television advertisements last holiday season, comparatively low-tech channels proved most effective in persuading shoppers to patronize specific retailers....
The USPS Shapes Up
Great. We won. Congress has passed a postal reform bill, and our worries are over, right? Wrong. Although some reports stated that the 2007 rate hike...
Saving Grace
But why do you want to save? Are you putting away pennies for a sailboat, or to pay your daughter's way through college? Maybe you're dreaming of taking a trip to Italy to see the village where your grandfather was born. All of these reasons are emotional as well as fiscal, a theme HSBC Direct is using for a new series of DRTV ads set to air this month....
Fruit of Its Labor
Despite an ever-growing Web and retail presence, print catalogs remain an essential part of Harry & David's marketing mix. ...
Hospital Scores With New Mail Package
Sometimes it pays to take a risk. The San Antonio Hospital Foundation of Upland, CA sent out a 5,000-piece mailing last November to solicit donations...
Listline
NEW LISTS GlobalSpec More than 1.5 million individuals registered to use GlobalSpec's search services are identified on the Engineering, Technical and...
Watch Out for the Little Guys
Sure, many of the big players in direct response have embraced database marketing's best practices. They're extending analytic capabilities across all mediums and integrating marketing channels into a single file. But they'd better watch their backs: Small and mid-tier companies — those with annual revenue in the half-million to million-dollar range — are poised to catch up and may even surpass them...
Need an Endorsement? Ask Henry VIII's Agent
Celebrity endorsements ain't what they used to be. If you're old enough you remember when Arthur Godfrey and Dinah Shore could endorse almost anything,...
Gold Standard
Sure, many people maintain that the older you get, the better you get. But that doesn't mean a makeover wouldn't hurt. Godiva Chocolatier did just that...
ID, Please
Collette Vacations had a powerful marketing tool at its fingertips: A database of customer satisfaction survey responses, which also held information...
Hey, Lady!
She was born between 1946 and 1964, and her purchases probably have ranged from Hula-Hoops to minivans. She's the baby boomer woman, and for many marketers...
Ready for Syndication Soon?
RSS may stand for Really Simple Syndication (among other less-descriptive things), but there's nothing simple about selling the automated Web feed processes...
What's This?
We've mentioned it already. But it may still be a shock when this issue of Direct arrives in your mailbox. It has the same writers as it did before people...
And the Mail Just Keeps Coming
It would seem most marketers are aware that the World Trade Center towers are no longer standing. Not true, according to the U.S. Postal Service. The...
The Close Makes the Man
These are the new leads. These are the Glengarry leads. And to you, they're gold. And you don't get them. Because to give them to you is just throwing...
Let's Make a Deal
Grizzard Performance Group posed this question in a recent survey: You're planning on purchasing a large item, like a TV. After much research, you decide...
GETTING THROUGH
Business-to-business marketing may not have the glamorous reputation of its consumer cousin. But that doesn't mean there aren't plenty of hot new ideas to help B-to-B companies better acquire and retain customers. Here's a roundup of new developments to help you meet your business objectives....
The Offer Might Not Matter
Two of the traditional building blocks of any strong direct response campaign have been the creative and the offer. But in an area where consumers are...
Selling the Shat
And now here's where we make the obligatory joke about selling boldly where no continuity program has sold before The William Shatner Sci-Fi DVD of the...
One Size Does Not Fit Everyone
Get ready. The current postal rate case is all about shape. And mailers are going to find out that one size does not fit all. For starters, flat mail...
Yahoo! Strikes Out Again
Remember how it was in college? You were too busy partying in the dorm or frat house to fight your way through Dante's “Divine Comedy” and write an analysis of it for your term paper. Then the term paper was due. So what did you do? You sat down and cranked out several thousand words of baloney, to use a polite word for it, which hopefully concealed that you had barely read a line of Dante. ...
Some Really Stupid PR Tricks
Why are direct marketing firms so often so bad at press relations? No one is saying every DMer must have a PR rep, but if a professional communicator is part of a company's marketing, is it too much to ask that they be at least competent?...
Vacation Planning
Long before travelers pull their suitcases down from the top shelf, RCI Global Vacation Network has begun modeling where they will go. Not on an individual...
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