Sense Appeal
A direct mail package can make the prospect use as many senses as possible. A package that is worth looking at, touching, listening to, tasting, and smelling will be remembered. For example, General Packaging has used a series of direct mail packages that focus on such famous generals as Patton and Napolean. The packages entice people to open them, investigate, and sample their contents. They contain the actual product or a piece of it, which allows the prospect to hold the item, rather than just trying to visualize it. A series mailing for Continental White Cap features 4 different-sized samples of the product delivered in corrugated cartons 2 months apart. Inside each carton is a textured surface slip box with semi-circle cut-out highlights with “Continental White Cap” in the center. The brochure was designed to be absorbed in 120 seconds. Salespersons follow up as soon as possible after product-specific literature has been mailed.
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Savini, Gloria
Full text: [Direct Marketing] Oct 1987
Lead Generation Media Usage in Business-to-Business
In the industrial/business sector, firms with business-to-business direct marketing knowledge, skills, and experience may have the competitive edge. Lead generation can be particularly effective for industrial marketers. There are few guidelines to facilitate the selection of appropriate lead-generating media for industrial direct marketing campaigns. A “Business-to Business Lead Generation Media Usage Survey” was conducted to help close this gap. Respondents were 148 business/industrial products and services users of direct marketing. The results provide useful guidelines for instituting industrial direct marketing programs, particularly in selecting the appropriate business lead-generating media. Results suggest that to follow up on leads that direct marketing media produce, industrial products and equipment marketers generally mail out information first and follow it with a phone call. For industrial service marketers, the telephone is the most effective direct marketing medium. To produce sales leads, direct mail is the most effective marketing medium for industrial supplies marketers.
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Okun, Jill
Full text: [Direct Marketing] Oct 1987
GLOBAL TELEVISION AN EXECUTIVE OVERVIEW
National, regional, and global television systems used in the service of global marketing campaigns have evolved due to 4 factors: 1. advanced communications technology, 2. media infrastructure development policies, 3. overlapping buying behaviors among global customers, and 4. the need to develop corporate and brand awareness in the highly competitive world arena. Whereas international marketing is based on the differences between people in various countries, global marketing seeks to find the similarities among people. Communications satellites and other developments in the communications field promise to pave the way for advertisers in many countries where television advertising is prohibited or strictly controlled. In order to use global advertising in this medium, however, some degree of global programming must accompany the commercials.
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Eger, John M.
Full text: [Columbia Journal of World Business] Fall 1987
Customers Want to Buy Insurance from Someone They Can Trust
Marketing an insurance program to the savings institution’s customers is facilitated by the customer relationship already established. Customers are willing to buy insurance — but from someone they trust, and they trust their savings institution. The insurance underwriter should be able to offer a full line of products to fit customers’ protection needs. A comprehensive portfolio, for example, will include mortgage life, disability, accident and health, and unemployment products as well as homeowners and flood insurance programs. A full-service provider also will supply comprehensive marketing direction and support. One-on-one selling is the most effective method. Opportunities for personal contact exist during mortgage origination, commitment, and closing. The next 2 vital marketing steps are direct mail and telemarketing. A customized telemarketing campaign adds the human response component to direct marketing. All these efforts must be supported by top management.
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Spiegel, Barry J.
Full text: [Bottomline] Oct 1987
Current financial advertising: high voltage ads flash news of speedy phone-in loan program
First City Bank of Corpus Christi (TX) attributes a 114% monthly increase in consumer loan applications partly to the advertising campaign that promoted its phone-in “Lightening Loan” program which promises feedback on applications in two hours. The campaign included print ads (telling readers “Lightning is about to strike your home”), radio and tv spots, and direct mail, and cost $40,000.
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Anonymous
Full text: [Bank Marketing] Oct 1987
Current financial advertising: new downtown Trustcorp branch shines as ‘pearl’ of Dayton
Trustcorp., Inc. (Toledo, OH) promoted its new Dayton branch as a lone “pearl” among oysters in newspaper ads showing four rows of closed oysters and one opened oyster containing a pearl next to Trustcorp.’s name. The campaign was supported by direct mail to upscale households likely to be interested in the branch’s discount brokerage, travel agency and home banking services.
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Anonymous
Full text: [Bank Marketing] Oct 1987
Winning Travel Loyalty
A recent survey found that companies in the UK spend L5 billion a year on travel, with about 40% going for airfare and another 40% for hotels. In this highly competitive market, success depends upon winning the loyalty of the frequent travelers and the individuals who make the bookings. Consequently, direct marketing techniques are playing an increasingly important role. A growing number of airlines, hotel groups, and automobile rental companies view direct marketing as the most cost-effective way to establish regular personal contact with business travelers. These organizations are trying to differentiate themselves from rivals by concentrating more on carefully targeted direct mail and telemarketing techniques. Direct mail campaigns targeted at business travelers often involve the use of specially created databases. Usually, incentives are offered to encourage recipients to request further information, while follow-up mailings offer additional “exclusive” benefits to customers.
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Oliver, Brian
Full text: [Marketing] Oct 8, 1987
Time to Home In on the Heavies
An issue of growing importance today is whether fast-moving consumer goods (FMCG) are going to provide the next expansionary wave for the booming direct marketing sector. Most of the major direct marketing agencies in the UK claim to be doing development work, even pilot campaigns, for FMCG clients. Several FMCG companies in the US have been using direct marketing techniques for several years. Compared to the US market, the UK has a better postal service and well-developed targeting services such as Acorn. The use of direct marketing for FMCG could be huge by the early 1990s, according to Stewart Pearson of D’Arcy Masius Benton and Bowles Direct. Direct marketing specialists generally agree that their techniques are not suitable for all FMCG products. Ultimately, economics will be the deciding factor in whether manufacturers choose direct marketing.
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Gofton, Ken
Full text: [Marketing] Oct 8, 1987
Advertising’s Clever Fox
It was the Woodstock of woodstoves — five years in a row. Beginning in 1980 as many as 10,000 people a year descended on Randolph, Vermont, population 4,800, for a weekend of demonstrations of chimney sweeping, woodstove making, and sheep herding. One year, they saw a woodstove power a bus, an Apple computer another. The guests came from as far away as California and Canada — some even from Europe. They were invited because they owned cast-iron woodstoves produced in Randolph at Vermont Castings. (excerpt)
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Stone, Nancie
Full text: [Business NH] Oct 08, 1987
Marketers Find the Antidrug Campaign Addictive
Antidrug promotions are reaching the saturation level in the print and electronic media, and many sponsors are benefiting by an improved image and/or profits. The nonprofit Just Say No Foundation (Walnut Creek, California) constitutes a legitimate way for corporations and marketers to become involved in the effort. The foundation’s Ivy Cohen explains that companies utilizing the Foundation’s logo are required to make a monetary donation or demonstrate some other type of commitment. Procter & Gamble Co. (P&G) recently received approval to use the “Just Say No” name in direct mailings to 47 million US households. The mailing, conducted through Donnelley Marketing’s Carol Wright Program, included coupons and savings offers for P&G brands as well as an offer for a “Just Say No” T-shirt. Also, the mailing contained pledge cards; P&G’s Teri O’Rorke says the firm will make a donation to the foundation for every card signed and submitted. Valvoline Oil Co. also has mounted a campaign affiliated with the National Federation of Parents for Drug-Free Youth, featuring race-car drivers.
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Agnew, Joe
Full text: [Marketing News] Oct 9, 1987
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