Make the Mailman Your Salesman
Direct mail, including stuffers, annual reports, quarterly statements, newsletters, and personalized sales letters, has 4 major elements: 1. list, which should include accurate names and addresses of those in the market to be reached, 2. offer, 3. package, which should contain the outside envelope, letter, information piece, and response piece, and 4. fulfillment. A package should be tested on a small percentage of the market before a large mailing takes place. The letter should be tasteful and personal, with sentences of no longer than 17 words and paragraphs of no more than 6 lines. The response piece should stand out from the mailing, and reply envelopes tend to strengthen response rate. The best months for mailings are January, February, and September. If mailings are presorted by ZIP code or carrier route, the postal service will give discounted rates on postage. If a direct mailing produces satisfactory responses, it will likely produce a return of 70% of the original return if repeated in 30-60 days.
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Anonymous
Full text: [Credit Union Magazine] Apr 1985
How to Impress the CEO with ‘Corporate Impact’ Creativity
Business-to-business mailings that pique human curiosity or trigger personal awareness and business concerns have a greater chance of reaching chief executive officers (CEO). Although outright deception or intimidation are sure to fail, other tactics have proved effective in getting mailings past an executive’s intermediates. The mailing’s practical objectives should be considered before a corporate impact campaign is developed. Some corporate impact campaigns have generated response of 20% or more. Some successful ploys are described. Examples include: 1. large red cans delivered to CEOs with a brief message on the outside and an agency brochure on the inside, 2. specially made 6-foot hoagie sandwiches delivered by singing messagers, and 3. a monogrammed leather whip with an ornamental hook for wall hanging, sent to top managers by a company that offers programs to improve employee work habits.
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Alpert, Shell R.
Full text: [Business Marketing] Apr 1985
Current bank advertising: rolling out the red carpet
Viking Savings & Loan Assoc., Santa Monica, is using a marketing campaign which uses nostalgia and an emphasis on courtesy and personal service to attract depositors. Ads with the themes of “Remember when…” and “Come Bank with a Friend” have been used in the campaign, which has run in newspapers and on radio; a direct mailing invited residents to visit the s&l and receive a free potted parlor palm. The s&l gained over $11 million in deposits during its first six weeks of operation.
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Anonymous
Full text: [Bank Marketing] Apr 1985
Hedgecock `talks up’ downtown’s future
[Dan Peoples] said he envisioned the logo, along with a downtown slogan, appearing on everything from the area’s menus to trash cans. Suggestions for the slogan thus far have ranged from “Discover Downtown” to “Centerplace,” he said, but “we haven’t yet rung the bell” in finding the ideal statement. The logo and slogan will be unveiled next month. Group fund-raiser Nancy MacHutchin, better known as fund-raiser for [Hedgecock]‘s mayoral campaign, said she’d like to invite a target group of companies to a premiere event at Horton Plaza, perhaps a lunch at the site, where they would be challenged to commit funds to the marketing program. Direct-mail efforts will be made to all downtown property owners, she added. Consortium members last month criticized Hedgecock for announcing a “Downtown ’85″ program in December, months after the consortium, a group with the same goals, had already been meeting. They aired complaints about the mayor’s lack of attention to the cause and the short amount of time that remained for him to accomplish much before the openings of the downtown developments.
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Sharon Spivak
Full text: [The Tribune] Apr 3, 1985
Direct Mail Latest Equipment in Firm’s Successes
WHEN TIMES ARE BAD, GOOOD marketing is a survival tactic. When they’re good, marketing is growth insurance. That’s why Tom Wilson, president of United Equipment, isn’t just sitting on his backhoe during a healthy economy that’s lifting construction equipment sales to new highs. His company this month will launch its most aggressive pitch ever with an emphasis on a marketing tool heavily used for consumer products — direct mail. Granted, construction equipment doesn’t have the flash of marketing sports cars or flame-broiled burgers. Yet, it takes some steering with the economic turns of the road and heavyweight marketing to determine where those turns will lead. (excerpt)
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Lutz, Sandy
Full text: [Memphis Business Journal] Apr 08, 1985
Grocery Marketing: New Services Meet Changing Life Styles/Chains Cultivating Superstores
Supermarket retailing is changing its image in an attempt to accommodate the changed shopping habits of Americans. While supermarkets still emphasize price, they want the public to know that their products can match a stylish, convenience-oriented lifestyle. Weekly specials and promotions are highlighted in their advertising, but many have added more television and radio spots to go with the coupon inserts in local newspapers and the glossy, direct mail circulars featuring specials. The supermarket industry has become even more competitive with the entry of discount warehouse food chains. While there is still room in the marketplace for conventional supermarkets, the top chains in the US are committed to developing superstores and combo stores. The driving force behind this trend is the desire for one-stop shopping. Kroger Co., the Great Atlantic & Pacific Tea Co. (A&P), and Safeway Stores are among the chains that believe superstores are the answer to many of today’s food retailing needs.
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Kimbrell, Wendy
English, Mary McCabe
Full text: [Advertising Age] Apr 18, 1985
Advertising, marketing Cranston firm helps Gold Bond powder go the national route
The Gold Bond effort is a standard, multimedia advertising campaign, something fairly new for Dial Media, which is known for its direct marketing successes for products like Ginsu knives ($35 million in sales) or Armourcote Cookware ($65 million in revenues). [Bill Garey] and [Andrew Perry] chose the agency because of their confidence in [Barry Becher] and [Ed Valenti] and because of Dial Media’s well-known track record for its own products. EVENTS OF NOTE: LMS/Barrett Public Relations has been named marketing communications counsel for TechMark Corp., Providence, a makrer of computerized systems for the paper industry. For TechMark, LMS/Barrett will conduct a PR effort geared towards purchasing agents in the paper making industry through editorial coverage, direct mail, seminars and trade shows. * Wickford photographer Jack Spratt was judged “Best in the East” by the Virginia Society for Hospital Public Relations fo photographs used in South County Hospital’s maternity brochure. * Ducharme Associates, East Greenwich PR firm, has donated its time and services to the Todd Morsilli Foundation, a non-profit foundation dedicated to funding awareness programs dealing with alcohol and drug abuse. The foundation was established in 1983 following the death of 13-year-old tennis champion Todd Morsilli who was hit by a drunk driver.
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GWYNNE MORGAN Journal-Bulletin Business Writer
Full text: [Providence Journal] Apr 21, 1985
How ASEA Energizes Its Customers
ASEA Inc. has launched its first advertising campaign to reach electric utility executives, the market for ASEA’s transmission systems. Capital spending in the transmission sector is expected to top $10 billion in the next 3 years. Such factors as capital and construction costs, restricted rights of way, changing population centers, and government regulations are helping to increase the need for effective transmission. ASEA offers high voltage direct current systems, gas-insulated substations, series compensation and static volt ampere reactive equipment, and energy control systems. The company is working with the Hammond Farrell (New York) agency and is concentrating its advertisements in Electrical World, Transmission & Distribution, and Electric Light & Power. ASEA’s advertising is designed to gain attention, underline the company’s qualities, and dramatize the systems’ benefits.
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Brucker, Dave
Full text: [S & MM. Sales & Marketing Management] Apr 22, 1985
Advertising Adds the Punch: A Must for Today’s Marketers
Business-to-business marketers are increasingly relying on advertising. For example, General Electric (GE) has run a newspaper campaign in the Wall Street Journal and the New York Times to sell its industrial technology to US companies. The 2 dailies were chosen because of their immediacy and because GE wanted to reach higher level executives. Southern Pacific (SP) has used unconventional advertisements in general business magazines with middle and upper level managers as the targeted audience. Since the campaign began, revenues have increased by 12%. Advertising helps smaller companies market products to specific audiences, as well. The Bradley Corp. (Menomonee Falls, Wisconsin) used ads in specialized magazines with direct mail follow-up; the company doubled sales during the campaign. Sumitomo Machinery Corp. of America increased sales by 20% with ads. Such techniques are also useful for establishing markets for newer products. Illustrations.
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Riggs, Larry
Full text: [S & MM. Sales & Marketing Management] Apr 22, 1985
Direct Mail Sales Humming
THERE’S SCARCELY a moment during any business day at Mona han Bros. Inc. when the envelope inserters, labelers and postage meters cease to hum, whir and click. Some workers watch over the machinery, changing settings and making adjustments, while others perform the tasks that can’t be automated — hand-stuffing oversized envelopes, applying stick-on mailing labels and bundling zip code-sorted envelopes into huge gray bags bound for the post office. The din of the mailroom obscures the buzzing and whirring of more than a dozen computer components in a nearby room. Here, an employee updates a client’s accounts receivable list on a terminal, while a high-speed printer spews out a mailing list of New Orleans businesses. (excerpt)
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Saunders, Tracy
Full text: [New Orleans CityBusiness] Apr 29, 1985
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