Article Abstract:
Acxiom/Direct Media rolled out its version of the cooperative membership business database, dubbed Business SmartBase, at its annual business mailers conference in July 1998. Meanwhile, consumer catalog co-op manager Abacus Direct, which has launched a BTB co-op since fall 1997, is joined by American List Counsel as a broker partner. Co-op membership databases require members to contribute their house files in exchange for the authorization to pull data out for mailing purposes. The co-op database reportedly has a depth of information to run models and other statistical analysis that can help businesses better target mailings at lower costs than renting individual lists.
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Article Abstract:
Cox Direct, based in Largo, FL, came out with the 50-page "Reference Guide," which offers uses of direct mail and current trends in the restaurant industry. Restaurant owners learn step-by-step instructions on how to lift their sales through a cooperative Carol Wright or solo mail marketing push to three restaurant segments, casual dining, family styles and quick service. Aside from learning how to produce creative inserts, players in the restaurant market can get tips from the handbook on how to develop offers and choose a target audience.
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Article Abstract:
Mailing list firm Edith Roman Associates of Pearl River, NY, is targetting its Database Direct data processing unit for direct marketers. The company created the Database Direct in Oct 1997 and maintains a 30,000-sq-ft data center. Database Direct has an advantage over standad list firms and service bureaus because it integrates the seperate discipline of marketing and data processing/statistical analysis.
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