RFMplus, a cooperative database of hotline names formed last March by an alliance of three direct marketing service companies, was bolstered with the addition of Mokrynski & Associates. ìMokrynski has strength in the catalog business,said Ben Perez, president of the Millard Group, Peterborough, NH, which originated the RFMplus idea. ìWe have a concept here that has a lot of merit, and [Mokrynskiís] participation will strengthen our message and sales capability.” Mokrynski joins Millard, LitleNet and Direct Tech in its roll-out of the database to catalog companies. RFMplus generates hotline names on a weekly basis from information gathered at the time of credit-card transactions, giving it the best recency of any database in the industry. Mokrynski will team up with Millard in marketing the database to mailers and helping them use it to generate the best lists for their specific needs. The database, which debuted in December after initial testing, is geared toward catalogers who can mail on a regular basis to take advantage of recency. Perez said 18 catalog companies have signed up, including test participants Eddie Bauer, Plow & Hearth, Faith Mountain and Norm Thompson.
