Special report: Chase mailer chases new business accounts
Chase Manhattan Bank NA in Europe has so far received a 14% response to its award-winning direct mail campaign promoting its foreign currency clearing operations. Chase sent material to 3,500 bankers around the world, in several stages: 1) a telex announcing a package’s imminent arrival; 2) a package containing information about the service, offering an autographed, limited-edition lithograph by Pierre Fix-Masseau, and including a floppy disk illustrating the service; and 3) a personal visit from a Chase officer to deliver the lithograph and a sales talk.
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Wilson, Claire
Full text: [Advertising Age] Jan 12, 1987
Nine-Part Mailing Drives Porsche Dealers’ Sales
An innovative direct mail campaign by a Porsche dealer in South Africa was a tremendous success. Increased prices, a depressed market, and a number of recent deaths involving a Porsche were all working against Christoph Kopke, the managing director of Lindsay Sakers Motors Porsche. His efforts are described.
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Kilalea, Des
Full text: [Advertising Age] Jan 12, 1987
Direct Marketing — Chase Mailer Chases New Business Accounts
Chase Manhattan Bank N.A. in Europe has targeted its first wholesale direct marketing campaign at international bankers needing highly specialized currency exchange services. The sophisticated, prize-winning campaign, designed by the Messages agency in France, is garnering a 14% response rate thus far. Created to generate business for Chase’s foreign currency clearing operations, the campaign faced the challenging task of appealing to bank presidents from dissimilar institutions, many of whom already had established relationships with other banks. The $50-per-unit mailings included a brochure that explained Chase’s state-of-the-art international clearing service. Paintings by French artist Anies d’Andon were used in the brochure to complement the institution’s image. Also included was a floppy disk illustrating Chase’s services and a hand-addressed offer for a free, limited-edition lithograph by French artist Pierre Fix-Masseau.
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Wilson, Claire
Full text: [Advertising Age] Jan 12, 1987
Direct Marketing — Nine-Part Mailing Drives Porsche Dealers’ Sales
In 1985, sales of Porsche sports cars were falling fast in South Africa as the collapse of the rand had doubled the import price of Porsches over a 3-year period, and the government duty on imported cars had risen. In addition, a street race involving Porsche Car Club members that had killed a woman and 2 children had generated bad publicity. Within this environment, Porsche distributor Lindsay Sakers Motors Porsche (LSM) and its advertising agency, Ogilvy & Mather Direct, launched a member-get-member direct mail campaign to communicate with customers, create product and service awareness, and encourage owners to suggest potential new customers. The campaign’s 9 mailings focused on a competition in which participating Porsche owners amassed points by nominating prospective Porsche buyers. The 2,300 mailings yielded a 95.6% response rate, and the campaign increased LSM’s sales by 5% in a year when car sales overall slumped badly.
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Kilalea, Des
Full text: [Advertising Age] Jan 12, 1987
Chase Mailer Chases New Business Accounts
The Chase Manhattan Bank in Europe is one of the first large financial institutions to use direct marketing. It is aiming its first wholesale direct marketing campaign at international bankers needing highly specialized currency exchange services.
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Wilson, Claire
Full text: [Advertising Age] Jan 12, 1987
Collaboration Success Key in Communications Campaigns
A successful hospital marketing campaign must be a collaborative and managed effort that involves the facility’s line management, marketing staff, and its advertising agency. Hospitals should begin their campaigns by selecting a specific service to promote, one that is ready for the market and can show quick results. Next, the hospital staff must develop the marketing plan as a campaign rather than a series of unrelated efforts. Then, the hospital staff must target and profile the desired market segments. Following that, the staff needs to set measurable objectives and establish dollar values of objectives being sought. The ad agency must work with the staff to balance public relations, direct selling, direct mail, advertising in various media, point-of-purchase, and other communications techniques, leading directly into developing the media mix. Once established, the agency should form the creative strategy, but the hospital should make sure that the positioning, appeal, and tone are appropriate. The hospital marketing executive is in the best position to prepare the implementation plan, which should be tracked, modified, and executed.
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House, Sandra M.
Full text: [Marketing News] Jan 16, 1987
Marketing today: the monitor: Visa offers institutions a tie-in to its sponsorship of Olympics
Visa International will be the exclusive sponsor of the 1988 Olympics in the categories of payment cards, travelers checks and travel vouchers, and Visa will be the official payment card at the games. Visa has an estimated $30 million worldwide sponsorship commitment to the Olympics, and the company intends to devote half of its advertising and marketing budget to the games in the next 18 months. In an attempt to raise $2 million for U.S. teams, Visa has developed fund raising programs including: 1) providing member institutions with the option of issuing Visa cards and travelers checks with the Visa/Olympic logo, and of donating a portion of their customer fee to the U.S. Olympic team; 2) making a contribution to the U.S. teams each time consumers use their Visa card or purchase Visa Travelers Cheques during two promotion periods; and 3) permitting cardholders to make direct contributions to U.S. teams using donation vouchers included in monthly statements.
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Marshall, Jeffrey
Full text: [American Banker] Jan 20, 1987
Courting New Clients: Late to Join Trend, Silicon Valley’s Law Firms Tiptoe Into Marketing, Advertising
Bernard Vogel III, a certified public accountant and San Jose attorney, got a mild shock when he opened his mail recently. He found a letter from another law firm — soliciting business. “If your client has a sales or use tax problem, I can help,” the letter began. Vogel hasn’t seen many unsolicited direct mailings from valley lawyers. “It’s really unusual to send things out carte blanche,” said Vogel, attorney for the San Jose firm of Hopkins, Mitchell & Carley. Attorneys rarely send mailings to people they don’t know. (excerpt)
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Yanish, Donna Leigh
Full text: [San Jose Business Joural] Jan 26, 1987
Spanish Gold
Hispanics represented 7% of the total population in the US in 1986, and the US Census Bureau predicts that figure will rise to 19% by the year 2080. Hispanics make up the fastest growing ethnic market in the US, with annual gross income exceeding $70 billion. However, reaching the Hispanic market is not a simple matter. It requires insight into and an understanding of their culture. Metropolitan Life Insurance Co. is one of the best examples of successful marketing to Hispanics. It selected one market at a time, streamlined its advertising according to the population mix, and set its marketing wheels in motion only after a Hispanic salesforce and support staff was in place. As a result, by 1986, Metropolitan was the number one insurance company in the Hispanic community nationwide. On the other hand, De Armas Publications, which owns the Spanish publishing rights in Latin America for such publications as Cosmopolitan and Good Housekeeping, made the mistake of hiring a non-Hispanic agency in its direct mail campaign.
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Gunnerson, Ronnie
Full text: [Target Marketing] Feb 1987
The Program Is the Product
The California Veterinary Medical Association designed and implemented a successful marketing program for its members and, as a result, is enjoying its first sustained membership growth in more than 5 years. Two seminars were developed as part of the program, and they are now being successfully sold to veterinary associations in other states as well as to marketing consulting services and other types of associations. The program was designed with the aid of a consultancy service and uses the concentric theory of marketing. Both regular staff and volunteers were used to sell the marketing program to members. Its 3 primary goals were: 1. educating the public on the need for preventive veterinary services, 2. educating the public about when to seek veterinary services, and 3. increasing business for members. The total program is made up of 10 components: 1. seminars, 2. direct mail, 3. community relations, 4. special programs, 5. media relations, 6. spokesperson training, 7. public awareness, 8. cooperative advertising, 9. product sales, and 10. paid advertising.
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Semer, Jeri A.
Full text: [Association Management] Feb 1987
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