Direct Marketing | Print
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Direct Marketing | Print
Mind Your Creative
MOST CATALOGERS HAVE A FORMULA FOR DESIGNING A catalog that’s essentially set in stone and quickly achieved via template management, an electronic approach
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Data Driven ROI
Best Buy Uses Data to Place Products
FOOD STAPLES SUCH AS BREAD and milk often are placed at opposite ends of a supermarket. This requires customers to walk across the store past a wide range
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Direct Marketing | Print
Not Enough Aid
THIS ISSUE WE’VE GOT AN OVER-DESIGNED AND UNDER-informative ad for KitchenAid’s new Dual Fuel Range with Steam-Assist.
Note how neatly squared up that headline is. Did somebody have to tease and twist the copy to make it come out as three nearly exactly equal lines? Did they do the same with the geometrical copy block down below, set in a font I have decided to name Teeny Sans Serif Art Director Gray?
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Direct Marketing | Print
EVENT MARKETING = DIRECT MARKETING
DIRECT MARKETERS are adept at trade show marketing. We know how to select the shows that our prospects are likely to attend. We set up plenty of meetings
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Direct Marketing | Print
Unchained Melodies
DURING A NEWS SEARCH, Direct’s eagle-eared editor-at-large Ken Magill came across an article on industrial anthems. Examples ranged from a bouncy tune
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Direct Marketing | Print
Quote of the Day
PEOPLE ARE FUNNY ABOUT INVESTMENTS and insurance. It pays to respond quickly when they want a quote. But how do you do that when you have more than 5,500
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Direct Marketing | Print
LETTERS TO THE EDITOR
NO ALTERNATIVE In Wineries Scrub E-mail Addresses (Newsline, Oct. 15), Ken Magill describes a method of suppressing e-mail addresses of Utah or Michigan
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Direct Marketing | Print
B-to-B Marketer Tries RSS
HOW DO YOU BUILD READERship for a business-to-business e-zine? One way is to add an RSS feed. has taken off for newsletter
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Direct Marketing | Print
Avoiding the Rush
THE FROST IS ON THE pumpkin and a chill is in the air, so it’s time to start reviewing holiday catalogs. Well, not really. As I write this, it’s the first
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Direct Marketing | Print
Home Depot Embraces Mail Order
AS MAKEOVERS GO, IT’S NOT especially extreme, but The Home Depot is finally offering its decor-oriented products by mail. This has meant moving from foundation