DIGESTS

CMT Direct Marketing has developed a product aimed at helping charities to improve the targeting of their direct marketing. The Donor Development File makes databases more comprehensive by attaching detailed lifestyle information to the existing data. It can help charities identify people who are already covenanting to other charities or who are good legacy prospects.

The Labour Party (right)is to increase its use of responsive press advertising in the run-up to the General Election. Tactical advertising will be used to take advantage of times when the party considers the Government is at its most unpopular.

Books Etc is to close down its general-interest book club, Sapphire, to concentrate resources on specialist areas, such as its gay mail-order club, Frontier.

Aspen Specialist Media is launching two targeted direct-response publications. The first, Classic Lifestyle, targets the over-50s, the same market as its Active Life magazine. It is being sent this month to 1 million affluent mail order-responsive households who are active investors and take regular overseas holidays. The second publication, Your Lifestyle, will target families with school-age children, and launches in May. Aspen Response Publishing sales and marketing manager Dino Forte says: “There is a clear market need for a consumer friendly direct response medium that can offer a targeted, measurable and cost-effective alternative to conventional media.”

The Institute of Direct Marketing is holding a symposium on Interactive Marketing on June 5-6 at the Anugraha Hotel, Egham, Surrey. The event will draw together 350 senior marketing practitioners with the emphasis on direct marketers. As marketing power shifts to the customer interface, topics to be covered include the impact of new technologies; the relationship between customer satisfaction and loyalty; customer management strategies; the issues confronting the brand; case histories of relationship marketing in the consumer and business-to-business fields along with several other specialist workshops. Speakers at the symposium include Henley Centre chairman Bob Tyrrell, former Harvard Business School senior lecturer and loyalty guru Professor Thomas Jones and technology expert Doctor Arno Penzias, who is a Nobel Prize winner and vice president of AT&T Bell Research Labs. Further details from Neil Morris on 0181-977 5705.

The feature “Taste of things to come” (MW last week) stated that sales of Lift Lemon Tea rose by four per cent following a Fast Marketing campaign in June 1995. In fact, sales of the product rose by 40 per cent.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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