Databanks: A Major Fact of Life in the List Business
Before 1981, only a few list marketers used computerized databases. In 1981, several databases of value of list marketers became available: 1. Disclosure lists all publicly owned companies submitting annual or quarterly reports to the Securities & Exchange Commission (SEC). 2. The Roman Co. provides lists of over 100,000 establishments and 75,000 executives drawn from Fortune 1000 companies. 3. The Market Data Retrieval database offers a major file of business executives. 4. List Technology has a file of 8 million executives from 50 different sources. 5. The DQI2 file from R. H. Donnelley offers 67 million birth dates of children and adults. Eventually databases will comprise classified advertisements and ”electronic yellow pages” that consumers can consult with interactive computer terminals. Still, the future for list marketers is not entirely unclouded. Increases in postal rates will continue to impinge on the profits and markets of direct mailers.
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Burnett, Ed
Full text: [Direct Marketing] Apr 1983
Marketing notebook: three CUs push IRAs
A promotional campaign by three Oklahoma City CUs aimed at the IRA market had a budget of $11,000 and featured: 1) three-panel direct mail brochures, paid for separately by each CU; 2) 35 TV spots aimed at the 30-55 year-old IRA market; and 3) a color folder sent to all members before the TV advertising. CUs have about 5% of the IRA market.
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Anonymous
Full text: [Credit Union Magazine] Apr 1983
More Evidence, Sort of, on the Direct Mail Boom
Two recent surveys of business ndustrial marketers indicated that most respondents use direct mail, although direct mail and direct marketing techniques are not well understood. Thus, business ndustrial direct marketing potential remains largely untapped. Nearly half the respondents of one survey reported allocating 50% or more of their advertising budgets to direct mail. Some two-thirds of this same group use direct mail more now than in the past. The survey by the Direct Marketing Association found that, after direct mail, the most popular direct response media are: 1. newspaper, magazine space, 2. telemarketing, and 3. broadcast. While most respondents said they did not use research before committing to a new mail campaign, mailing objectives were often preset. Most direct mail is produced by computer, and most firms rent or buy mailing lists from outside sources. The Wunderman, Ricotta & Kline survey showed the need for business ndustrial marketers to learn direct mail marketing techniques in order to more fully exploit the power of the medium.
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Donath, Bob
Full text: [Business Marketing] Apr 1983
How to Boost Your Inquiries with News Releases
New product and new literature releases can be used to supplement advertising, direct mail, and other activities to generate more inquiries. Publicity lead-generating power can be enhanced, while cost-per-lead is reduced, by: 1. sending product and literature news releases to more magazines, 2. improving the chance that they will be published, 3. issuing more releases, and 4. making each editorial ”pick up” more attractive to readers. News releases should be written with the editor and the reader in mind. The publications selected to receive news releases should reach both primary and secondary markets as well as current and potential markets. The news release copy can be checked against selected magazines to determine how it fits readers’ needs. The release’s headline or copy can be changed to better fit different publications. A new development may warrant the need to send out news releases. The news release, aimed at selling readers, can use pictures or other artwork to emphasize the product. When releases are published, the editor can be thanked in writing.
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Mehr, Howard
Full text: [Business Marketing] Apr 1983
Exclusive, First-Ever Survey: What’s Really Happening in Business ndustrial Telemarketing
According to an exclusive, first-ever survey on the extent of business ndustrial marketing being done by telephone, sales are strong, even among vendors of high-ticket items. The survey, conducted by Business Marketing and Campaign Communications Institute of America, also revealed that most business ndustrial marketers who use telemarketing will spend more on the medium in 1983 than in 1982. The survey of over 700 business ndustrial companies showed that 2 of 3 respondents use telemarketing for selling, lead generation, or both. Although the methods used by these telemarketers differed widely, nearly half of the respondents used at least one of several possible control procedures, such as comparing results to objectives and monitoring calls. Those respondents who maintained at least the minimum standard for proper telemarketing practice tended to be more enthusiastic about the medium.
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Roman, Murray
Donath, Bob
Full text: [Business Marketing] Apr 1983
Specialty Advertising – Success Is in the Cards
The importance of brand or company identity is increasing as the differences between competing products decrease. It is important for a firm to create consumer brand identity and loyalty on the part of the salesforce; in addition, dealers and distributors must also be motivated. Bio-Dynamics (Indianapolis, Indiana), maker of medical diagnostic testing equipment, initiated a series of annual dealer incentive promotions with the aid of Design Group (Indianapolis, Indiana). The Godfather was the theme of the first of the series, since the film was gaining wide recognition at the time. Bio Hit Men were publicized by direct mail and journal ads, and sales increased dramatically. Other imaginative campaigns followed, one revolving around the Bio Gang in a Wild West format. All campaigns were successful and innovative, leading to some guidelines: 1. The incentive campaign should help communicate the sponsor’s message, not detract from it. 2. The campaign should parallel the theme of the overall company promotion plan. 3. It should be possible to distribute it effectively within the promotion budget.
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Herpel, George
Slack, Steve
Full text: [S & MM. Sales & Marketing Management] Apr 4, 1983
Industrial Advertisers, Start Your Engines
Interviews with business-to-business advertisers indicate most are expecting renewed buying interest. Ad directors report they have learned to plan better and budget more realistically during the economic downturn. Currently, industrial advertisements reflect company strength and productervice quality and dependability. Bethlehem Steel’s recent reorganization into specific lines of business is an example of how an in-house ad agency must learn to promote products for specific markets. While ads run in trade magazines, a corporate campaign will place ads in general business publications to make the business community aware of the changes. As more companies take on new areas of business, specific problems may warrant a specifically designed ad or direct mail campaign. Advertisers also help launch new products. Today’s business advertisers must be well in tune with corporate planning processes, and they must learn how to get the most out of ad dollars.
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Woods, Bob
Full text: [S & MM. Sales & Marketing Management] Apr 25, 1983
Award-winner suggests 30 ideas for successful marketing of MMAs
The following are among 30 suggestions given by Judith McCartney to help promote MMAs: 1) use company bulletin boards; 2) conduct employee orientation talks; 3) stress deposit insurance; 4) use newsletters and direct mail campaigns; 5) use board members as traveling salesman; 6) give out lapel stickers; 7) use banners and paycheck stuffers; 
imprint the MMA message on your postage metered mail; 9) use telephone and letter campaigns; 10) establish employee incentives; 11) employ field representatives; and 12) personalize mailings and always use a P.S.
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Anonymous
Full text: [Bank Advertising News] Apr 25, 1983
Money, Motivation, and Taste: Marketing to the Upscale Woman
Current census data and research indicate that at least 75% of the upscale, affluent women in the US are in the workforce, and they are identified by many factors other than income. Understanding the upscale woman is a challenge for any marketer because no major studies have been done on this group. However, certain resources are available for marketers to use in reaching the upscale woman. Marketers must realize that upscale women constitute a very segmented market. These women want the very best and are in the market for convenience and time-saving products, often shopping from catalogs. Upscale women like magazines reflecting both the old and the new. They are responding more to direct response advertising. Subscriber and expires lists are available for most of the magazines read by upscale women. With the earning potential of women as a group being far from its peak, there is a strong future for this segment of the marketplace. Marketers trying to reach the affluent woman should gear campaigns and products to real women living a variety of lifestyles.
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Heckler, Alison W.
Full text: [Zip Target Marketing] May 1983
Harnessing the Computer for Telephone Marketing
Campaign Marketing Group Inc. (Washington, DC), an outbound telemarketing agency specializing in fund raising and membership development campaigns, has increased its communicators’ productivity by 20% by installing a computer-assisted telephone solicitation (CATS) system. CATS allows the communicator more time for talking with prospects. The calling process begins with priority selection of the next individual to be dialed based on previous calling history. The computer dials the number as the contribution or membership history is being displayed on the video display terminal. The communicator, while speaking with the prospect, can record results of the conversation and make changes in the record displayed. CATS always selects least-cost lines, and it automatically generates personalized fulfillment letters or mailgrams for all positive responses. The system also generates a wide variety of minute-by-minute reports allowing the supervisors more time for other duties. One of the most important benefits of CATS is that it enables the communicator to penetrate deeper into the client’s file without affecting the person-to-person communication that is the real key to an effective telephone program.
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McBrearty, Bruce R.
Full text: [Zip Target Marketing] May 1983
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