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Prospectpools–aguidetokeepingafloat
inbrief
Awhitepaperonthebenefitsof themostoutoftheirmarketingactivities,
prospectpoolshasbeenpublishedby ensuringthatpotentialcustomisnotalienated
Cyprus:Postcodeplan
UK-baseddatasolutionsprovider throughpoorlytargetedcommunicationswillhave
CyprusPostisaimingto
ResponseOneGroup.Thepaper, adirectimpactonthebottomline.Thispaper
encouragegreateruseof
‘AffordingDelightfulProspects’,isa helpsmarketersimplementasuccessfulprospect
Anna
postcodesbyofferingupto25
Foster
guidetoavoidingthepitfallsof relationshipmanagementstrategythatisboth
percentsavingsonpostagefor
prospectpoolcreation,itsadvantages scalableandvaluabletotheirentirebusiness.”
bulkmailers.
overcoldlistbuyingandbenefitsofgoodpractice. Forafreecopy,visit:www.responseone.co.uk/
Thefour-digitpostcode
Itrevealshoworganisationsoptimisecontact docs/AffordingDelightfulProspects.pdf
systemisessentialtoenable
strategies,integratemediaplanningacrossall
channelsandensuredatacomplianceintheir ‘Gonativetotapemotion’
thestate-ownedCyprusPostto
makefulluseofautomatic
prospectpoolactivitiesandexploresmulti-sourcing,
Evenamongmulti-lingualpeople,adsworkbetter
equipmentatitsnewsorting
integrationofnichelistsandimprovingresponse.
whenpresentedintheirmothertongue.
centre.
AnnaFoster,headofdataplanningatResponse
SosaymarketingresearchersattheRotterdam
One,said:“Aprospectpool,initsbestsense,isa
SchoolofManagement,ErasmusUniversity,in Balticexpansioncontinues
prospectrelationshipmanagementdatabase
theirstudy,‘BilingualismandtheEmotional DataspecialistPARhasfurther
createdwithanindividualcompany’sneedsin
IntensityofAdvertisingLanguage’. expandeditsEuroContactPool
mind.Italsoprovidesthemostcost-efficient
StefanoPuntoni,StijnMJVanOsselaershow database.Thecompanyhas
methodofobtainingandlicensingdatasources
that,despitethepervasiveuseofEnglishin announcedtheadditionof
which,whencombined,providetherichestsource
marketingcommunicationsaroundtheworld, Latvia,takingthedatabase
of360-degreeinformationthatispertinentto
usingaforeignlanguageelicitsweakeremotional pastthemilestoneof22million
understandingtheprospectivecustomer.
reactionsthanusingtheconsumer’sownlanguage. sitesin16countries.
“Atatimewhenbusinessesareseekingtoget
Puntonisaid:“It’sinterestingtosee TheLatvianB2Bdatais
Getsetforsummerschool
howmanyadvertisingmessagesare sourcedthroughapartnership
deliveredinaforeignlanguage, withoneofthecountry’s
SeniorexecutivesfromtheUS,UK,Spain,Italy, especiallyinEnglish.Consumersin leadingdataproviders,SIA
Switzerland,ScandinaviaandtheMiddleEastare countrieslikeSwedenorthe
Stefano
DatuServiss,andcanbe
currentlyregisteringfortheInternationalSenior Netherlands,forexample,tendto
Puntoni
selectedonarangeofcriteria
ManagementProgrammeinDirect,Interactive& speakEnglishverywell.Wewantedtostudyif including:NACEcode,number
RelationshipMarketingwhichtakesplacein thesebilingualspeakersreacttoadvertisingin ofemployees,geographical
Madrid,June22-25.OrganisedbyUKandSpanish Englishastheydotoadsintheirnativelanguage.” locationandturnover.
DMAs,plusFEDMA(FederationofEuropeanDirect Theresearcherstestedatheoryoflanguage
andInteractiveMarketing),moredetailsandearly andemotions–thatwordsaretied-intoold
MexicanwaveforDHL
birddiscountdetailsareavailablehere: experiencesandsub-consciousmemoriesand
ExpressservicescompanyDHL
www.icemd.com/ismpeng2009/fedma/registration generateanemotionalreaction.
Expressisplanningtoinvest
didyouknow?
Puntoniconcluded:“Therearevalidreasonsto
US$200milliondollarsinLatin
advertiseinaforeignlanguage–tokeepcosts
Americaoverthenexttwoyears
downforaglobalcampaign,ortobuildan
andhasjustinauguratedan
TheAppleMacintoshcomputercelebratedits
internationalimage.Buttheemotionalintensity
advancedlogisticsfacilityat
25thanniversarythisJanuary.
willbeblunted.”
MexicoCityInternationalAirport.
8 January/February2009
www.dmi-news.com
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