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The Electronic Publication of VIA Data & Marketing - Volume 2, No. 1
 
LOYALTY PROGRAMS

Loyalty Programs create the intersection where high-level fulfillment, database management and direct mail meet. The company that supports your program must excel in all of these areas.

Printing and Fulfillment

Loyalty Programs require personalization. New member kits are just about as personal as a direct mail piece gets. Most programs offer a laser printed membership card. Printing personalized information on this card requires special equipment. Be sure that your support company has this equipment and does not outsource the job.

Flexible personalization beyond the card is also a requirement. New member kits and other communications sometimes contain coupons, survey forms, special offers, and these often need to be printed with the member's name, membership number or other information used for tracking purposes.

Turnaround time. New members phone in, fill out a form, or register online. They expect to receive their membership information without delay. Proper fulfillment of hand-assembled, personalized mailings requires plenty of staging and assembly space and well-trained assemblers who are qualified with matched mailing.

Database Management

Different Programs have different needs, ranging from managing point totals to processing credit card information to interfacing with your internal MIS department. Most companies can handle basic data transactions, but you should select a company that has the technical expertise and flexibility to move in any direction that you need in terms of information management.

Direct Mail

There might be more broad-based communications to your members or prospects that require machine-insertion of materials into envelopes or ink-jetting name and address information onto self-mailers. Your support company should have all of this equipment and be knowledgeable about postal regulations and discounts.

 
 


 

 

  OFFER A GIFT CARD

Home Depot has begun a program promoting its line of Andersen windows and doors. The program features a Home Depot Gift Card. The gift cards vary in amounts that correspond with different purchase levels: a $20 gift card for purchases of $200-$499; a $50 card for purchases of $500-$900; and a $100 card for purchases of $1,000 or more. By law, gift cards when purchased cannot be counted as revenue until they are redeemed, and in some states, if the gift cards are not redeemed at all, the money must be handed over to the state treasurer.

In Home Depot's case, the gift card is not purchased. Home Depot must account for the "discount" when the customer uses the gift card for a purchase, but if the customer doesn't use the card, there is no purchase to account for.

 

 
  TELL YOUR STORY ON THE OUTER ENVELOPE

Peter Hochstein, direct response copywriter and consultant, suggests that sometimes you might begin telling your marketing story on the outer envelope. An example he has used in the past: he packaged a newsletter about employment practices in a 9 x 12 envelope with a headline that read, just above a row of head shots with black bars across the faces, "Meet Some of the Lawsuits Waiting to Happen to Unwary Companies."


 
   




We Recommend
MadeinUSA

Made in U.S.A.: The Secret Histories of the Things That Made America
by Phil Patton

"With a digger's curiosity and a poet's pen he has done for the lowest artifacts of life--from easy chairs to the computer mouse--what Hemingway did for the sentence, what Picasso did for the color blue, what John Waters did for polyester."--The Baltimore Sun


The Iron Triangle






The Iron Triangle: Inside the Secret World of the Carlyle Group
by Dan Briody

"Dwight D. Eisenhower, upon leaving the office of president in 1961, warned future generations against the dangers of a "military-industrial complex," and the "grave implications" of the "conjunction of an immense military establishment and a large arms industry." The wisdom of these comments has clearly been lost in the forty years since Ike left office. And the first step towards turning things around is understanding how we got here. No single company can illustrate that progression better than the Carlyle Group, a business founded on a tax scheme in 1987 that has grown up to be what its own marketing literature once called "a vast interlocking global network." The company does business at the confluence of the war on terrorism and corporate responsibility. It is a world that few of us can even imagine, full of clandestine meetings, quid pro quo deals, bitter ironies, and petty jealousies. And the cast of characters includes some of the most famous and powerful men in the world. This is today's America. This is the Carlyle Group" --Excerpt from The Iron Triangle


The Chinese


The Chinese
by Jasper Becker

"In The Chinese, Jasper Becker, China's premier western correspondent, strips the country of its myths and captures the Chinese as they really live. For nearly two decades Becker has lived in China, and reported from areas where most visitors do not reach. Here he is at his most candid, reporting from all over the country: from tiny, crowded homes in the swollen cities of the southeast rim to a vast, secret network of thousands of defense bunkers in the northwest. He exposes Chinese society in all of its layers: from remote, illiterate peasants; to the rising classes of businessmen; to local despots; the twenty grades of Party apparatchicks; to the dominant, comparatively small caste of Party leaders who are often ignorant of the people they rule. Becker lets the Chinese speak for themselves, in voices that are rich and moving. He teaches a great deal about magnitude--and the false face--of China's vaunted economic poverty. In all, Becker reveals a China very different than our long-held assuptions depict. The Chinese is the hidden story of people of the world's largest nation--a nation so poorly understood and so vital to the future.--Amazon.com Book Description





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