Copyright 2005 - All rights reserved (except where indicated).
Issued: August 1st, 2005.
DMLR*Newsletter — GOLD Edition n.23
Just this summer Centromarca is running a wide advertising campaign to support the consuming of branded products. They ask the Italian consumers to write about the personal relationship with a famous brand. Managed by Saatchi & Saatchi, this campaign brought to my mind the most important brands with regards to the Italian households scenario. The result of that personal thinking is on the marketing magazine Nuntereggae Collection issued in July.
The banner above is both homage to a work of Italian painter Enrico Baj and prelude to the project glancing at the Italians through the Web. This project starts keeping an eye on the major brands that have been making the history of advertising in Italy over 40 years...
'Kiss Me Eye Am Italian'!
II. Email Vs. Spam.
Italian business men are willing to promote their products and services by means of email messages but at the same time they are aware of the chance to violate the law on privacy. The specimen letter following in Italian is a way to avoid that risk because the writing business is asking the addressee (B2B) the permission to send information about some services offered somewhere on-line. The email proves to be very annoying but it seems to represent the best form to be not guilty of spamming within the EU!
in piena ottemperanza della legge sulla privacy D.Lgs. 30 giugno 2003, n. 196 e nel pieno rispetto della normativa AntiSpam, della direttiva Europea dell'Opt In e del conseguente Decreto Legislativo di Applicazione sull'invio di email pubblicitarie, con la presente chiediamo l'autorizzazione all'invio di una mail informativa sui ns. articoli e servizi trattati sui nostri siti (www...)
Qualora acconsentiate a ricevere la nostra comunicazione come illustrato, Vi invitiamo a cliccare QUI.
In caso di nessuna Vostra risposta Vi assicuriamo che non Vi sarà inviata nessuna altra comunicazione da parte nostra e nel pieno rispetto della policy antispam e della legge sulla privacy, teniamo a informarVi e garantirVi che non è necessario che Voi rispondiate a questa email con "rimuovi" o altro, in quanto il presente indirizzo email è stato cancellato istantaneamente al momento dell'invio del messaggio.
In attesa di un Vostro cenno porgiamo i nostri più cordiali saluti.
PS. Meanwhile I have updated the list of Websites promoted somehow by spam emails.
III. Warm Up.
This year Primo Award by DMLR is gonna rock the on-line community of the show biz!
We get a load of those Web sites owned by or officially given to a gross player, a popstar, a celebrity. They usually sell a performance, not a product. So why should they personally go online? That's a good point but the answer is easy too. They are an actual business and as many businesses already know more and more clients are using their Internet access to search for opportunity before even picking up the phone... Or they don't have to be special guests at talk shows in order to plug their latest cd, book or movie... Maximum the fans can get through to them... no sweat!
Some of those personalities have been listed during the last 12 months into the directory published on
DMLR Web Guide at the sub-listing for People, Gurus, Stars. Even though it's better the official candidates go public, I would disclose some cool names. John Malkovich, Eva Mendes, Mark Kostabi, and Alyssa Milano should meet the admission criteria to Primo Award for sure. Since they have launched their own site these stars don't seem as far as they did yesterday!
Primo Award, the story so far.
IV. Souvenir d'Italie (pt.II).
What did it matter 20 years ago in the Italian marketing arena? Which and how were the main trends and products influencing the markets? Which of them did survive becoming a must for the consumers behavior?
These news belong to 1985!
* The first hamburger-houses established in Milan and let talk about themselves. There were Burghy, Quick, Wendy, BurgerOne, TopBurger, Yankee. The property was mostly represented by Italian distribution or food groups. McDonald's wasn't even on the scene! A basic hamburger did cost 1,300 ITL. (now it would be 0.77 E), a big or special did cost roughly 2,500 ITL. (1.29 E). The defenders of the Italian traditional food worried about the American way to the fast eating --meanwhile in New York City more than 2 thousand Italian restaurants were operating!
* Pasta-maker Barilla launched an advertising campaign worth 20 billion ITL., such a huge budget was spent before only for promoting products as cars, petrols, and detergents. That year Barilla got up to 22 percent of market share, banishing competitors to a secondary role --Buitoni and Amato 5% each, Voiello and DeCecco less than 4% each, Agnesi 3%. But how much pasta did Italians consume? Over 14 million quintals, 11 of that consumed by households.
* Italians spending on toiletries was doubling in the last 4-year period. Total amount was over 4000 billion ITL., comprehensive of hair products, alcoholic perfums, body and face care products, make-up. Toiletries for men only were signing the best growth trend, so the press wrote the trend meant "men get feminine".
* April 23, 1985. Coca-Cola Co. officially announced the changeover of the taste of the Coke. July 10, 1985. Coca-Cola Co. announced even formally the return of the old Coke. While in America the consumers were drinking two different formulas, the rest of the world --including Italy-- could only drink the classic one.
Read Part I of Souvenir d'Italie on DMLR*News Gold No.21.
V. Direct Marketing.
The DIRECT MARKETING glossary is available on DMLR in a 3-document edition (PDF) you can browse here or easily download onto your desktop.
It consists of 19 pages as a whole, 311 paragraphs/terms, 236 Kb, 7450 words, 44772 types!
Select and print the three parts of the glossary in English on http://www.dmlr.org/come/menu.htm.
Sure the Internet has been changing the traditional snail-mail based direct marketing. And yet the Internet marketing is a consequence of the old direct marketing somehow. Many terms you'll find inside the DM glossary are suiting for the email marketing too...
For example, what is the difference between Cost Per Inquiry (CPI), Cost Per Thousand (CPM) and Cost Per Order (CPO)? Compare these terms onto the DM Glossary (pt.1)!
(As for Patricia Seybold I've got this email from her squad.)
If you're a visionary customer-focused executive, the Patricia Seybold Group should be your first choice for ongoing strategic advice, business and technology guidance, customer experience best practices, and help with customer-centric initiatives.
Founded in 1978 and based in Boston, we provide consulting, research and advisory services, peer groups, and interactive workshops. We help clients to design and continuously improve their customer-focused business strategies and processes using our proven consulting methodologies, Quality of Customer Experience and Customer Scenarios® Design.
The CEO and founder, Patricia Seybold, is the New York Times best-selling author of Customers.com and The Customer Revolution. These books offer insights into how to make it easy for customers to do business with you and how to measure and monitor what matters most to a company's fundamental source of value, its customers.
Patricia Seybold Group
210 Commercial Street
Boston, MA 02114
Phone: (800) 826-2424 or (617) 742-5200
Fax: (617) 742-1028
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