Should direct marketers worry about it?

BY: ROBERT W. BLY
Yes, according to a recent article in Deliver. But it should be obvious direct marketers aren’t hired to build a brand - but to execute profitable, measurable responses.

Marketers, the article states, must recognize both …

BY: MARY LORENCZ

Marketers chasing aggressive growth goals while overcoming obstacles can use ’snapshots’ of existing customers to effectively zero-in on their best prospects. Scotts LawnService decided to relandscape in 2003 by increasing prospect response and retention rates as part of a long-term goal to widen its geographic footprint….

By: Anne Marie Sylvester

Marketers who adapt their practices and empower consumers will connect more effectively with their target, according to The 2005 Marketing Receptivity Survey from Yankelovich Partners.

“It’s not …

loyalty programs make a huge difference

BY: Patricia Vowinkel

The concept of staying in touch with customers is not exactly new. In 1896, retailers began using Sperry & Hutchinson Co.’s Green Stamps to reward loyal customers. American Airlines revolutionized the concept of loyalty marketing in 1981 by launching its AAdvantage …

OK, we’ll admit it. There’s nothing we enjoy more than taking a stand. We love telling other folks they’re wrong and then listing the reasons why.

So it kills us that we’re on the fence about this issue of direct marketing and its role in branding.

Last issue (July 2005) we …

BY: JOHN HUNTER, SVP Customer Services

QVC does the same marketing research and probing that most other companies do - we can slice and dice our customers into many different models. But we don’t bombard customers with special offers or coupons to build loyalty - because it’s easy for …