Standing out in a crowd
National City Bank (Cleveland, OH) has received the Silver Echo Award in the category of mail lead/inquiry getting. The bank targeted a five-part mailing campaign to firms in the Cincinnati or Cleveland areas that have sales between $25 million and $100 million. The theme of the campaign emphasized that the bank “stands out from the rest.” Four of the mailings included a dimensional and the fifth letter was “printed backwards” to signify the bank’s willingness “to try anything” to be the business’ bank. A 37% response rate was generated from the campaign. Six percent of recipients have decided to become new customers of the bank.
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Anonymous
Full text: [Direct Marketing] Oct 1989
Real life, real answers
In 1988, John Hancock Financial Services ran a lead generating advertising campaign aimed at two audiences: “young accumulators” aged 18-34 with incomes of at least $25,000, and “settled accumulators” aged 35-44 with incomes of $25,000 or more and at least one child. The ads ran in 25 publications and used straightforward language and situations with which the audiences could empathize.
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Anonymous
Full text: [Direct Marketing] Oct 1989
Kiwis Refuse To Become Extinct
Business is bad for retailers in New Zealand, but they are slowly discovering that the way to do more business is to do more direct mail. Direct mail is still in its infancy in New Zealand. On the whole, retailers just do not know how to handle direct response advertising. The average native, or Kiwi, receives one or 2 pieces of direct response mail a week, compared to the US number of 12 or more. Those retailers that are trying direct mail are encouraged by the response they are getting. A Wairarapa automobile dealership that was selling 3 cars a month sold 40 new and used cars within a few weeks of launching direct mail. Bob Pollock of Pollock & Milne (Hamilton) was so impressed with the results of his direct mail campaign that he has decided to reallocate the company’s budget, spending 70% on direct mail alone and the rest on all the other media.
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Raphel, Murray
Full text: [Direct Marketing] Oct 1989
Read All About It: How We Get News Coverage For Our Agency
Securing publicity from a local newspaper can enhance an insurance agency’s professional image and be more valuable than any publicity from an advertising effort. At The Fowler & Williams Group (Laurel, Delaware), a free-lance writer was retained to create one article about the agency each month. These articles keep the agency’s name before the public throughout the year, which generates new business. Another area in the Fowler & Williams Group marketing plan is the use of 2 outside mailing firms to target market churches, contractors, and individuals with annual incomes over $35,000. Brochures are sent to introduce the agency principles and remind recipients to call the agency at renewal. Advertising to 2 credit unions has been Fowler & Williams’ newest promotion. Its customer service focus is in 3 areas: 1. taking an interest in insureds’ problems, 2. standing by quotes, and 3. handling complaints about high automobile premiums by offering reductions in other lines.
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Downes, John L.
Full text: [American Agent & Broker] Oct 1989
Apple, Others Push Portable PCs
Having successfully infiltrated the desktops of corporate America, the personal computer (PC) industry is now entering the portable PC market. Portable PC sales will grow 20% in 1989 to one million units, representing less than 10% of the overall PC industry. Portable sales have been increasing, however, with 1988 sales at 830,000 units, up 17.7%. Atari Corp., known for its wide array of PCs and videogames, recently began marketing its portable PC, the Portfolio, and Apple Computer Inc. has introduced its Macintosh Portable. The advertisements for the Macintosh Portable feature the corporate tagline, “The power to be your best,” and add “even when there’s no power.” BBDO Worldwide, Los Angeles, is Apple’s agency. Atari’s estimated $2-million campaign began in September 1989 with a half-page spread in The Wall Street Journal and the headline, “Actual size. Actual price.” Atari’s ad was created by More Now Corp., a direct-response agency. Most marketers have concentrated on the potentially more lucrative desktop market, aiming primarily at businesses.
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Horton, Cleveland
Full text: [Advertising Age] Oct 2, 1989
Direct Marketing: Home Sweet Home
The UK domestic holiday trade should be a prime target for direct marketing. For the past 15 years, domestic holiday operators have benefited from free distribution of English Tourist Board (ETB) brochures through travel agencies, but things have changed. The retail trade could not continue to provide racking space for a brochure that contained substantial amounts of product on which it could not earn a commission. Mike Richardson of the ETB, aided by DMB&B Direct, developed a direct marketing program that allowed the ETB to monitor the public’s enquiry and booking patterns. One million England Holidays ’89 brochures were produced, with a reader reply card allowing the recipient to choose 6 advertisers’ brochures. Six distribution channels were set up: 1. Good Housekeeping magazine, 2. TV Times, 3. Tourist Information Centres, 4. door-to-door deliveries, 5. addresses on the ETB’s databased list, and 6. brochures distributed in response to a small-scale advertising campaign run in the national press. The information has helped the ETB build its database and alter its marketing strategies.
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Dawson, Donna
Full text: [Marketing] Oct 5, 1989
Direct Marketing Firms Striving to Take the ‘Junk’ Out of Junk Mail
TAKING THE JUNK OUT OF junk mail is a key to effective direct mail marketing, say local purveyors of the craft, and business is better than ever as companies use technology to refine their markets. Any piece of mail that goes into the trash before it leads to a sale is the real junk, the industry feels, and direct marketers work hard at targeting advertising, particulary by zones. “We can get as small as one seventh of a zip code, if thats what the advertiser needs,” says Quentin Laymon, sales representative for Advo System, Inc. “We help an advertiser pick out the areas of town where his business is most likely to come from and send his piece to only those areas.” (excerpt)
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Shepard, Scott
Full text: [Memphis Business Journal] Oct 09, 1989
CBA/BMA meetings: marketer urges ‘lifestyle’ approach to seniors
Robert Collins, vice president of marketing at Bank Five for Savings (Burlington, MA), believes that financial institutions are designing neither their products nor their campaigns to reach the wealthiest age group in the US, that is, the over-50 group. This market has three-fourths of the country’s retail deposits and accounts for almost 50% of all of the discretionary income in the nation. Bank Five has put together a package, called The Presidential Group that focuses on how the over-50 market see themselves, “ten years younger” and “very active.” Travel clubs are attractive to this group and direct mail has been a good way to reach it.
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Anonymous
Full text: [Bank Advertising News] Oct 9, 1989
LOTUS SHOPPING FOR AD SHOP
Lotus Development Corp. has put its large software advertising account up for review, and several regional and New York agencies are bidding. Neither Lotus nor agency officials are talking, but sources say contenders include Hill, Holliday, Connors, Cosmopulos of Boston and incumbent Leonard Monahan Lubars & Partners of Providence. Sources estimate the account at $7 million to $9 million. Elizabeth Kellner Suneby, senior manager for advertising/ direct marketing at Lotus, confirmed the review, but said it was no reflection on LML&P, which has produced several award-winning campaigns for the Cambridge software company. “It’s because we’re entering a new era in the company’s history,” she said. Two of Europe’s biggest defense electronics contractors, Thomson-CSF of France and British Aerospace PLC, are weighing a rescue of Britain’s troubled Ferranti company. Thomson-CSF and British Aerospace, in a statement released in Paris and London, said an offer would aim to uphold Ferranti’s position as a principal British defense equipment supplier. Ferranti International Signal PLC said last month it was the victim of serious fraud involving phantom contracts that would cause it to write off $300 million.
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Full text: [Boston Globe (pre-1997 Fulltext)] Oct 11, 1989
Fidelity ends investment newsletter
Circulation slid after the crash. The problem: For a newsletter to maintain circulation, let alone grow, it must regularly launch direct-mail marketing campaigns.
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Jim Henderson
Full text: [USA TODAY (pre-1997 Fulltext)] Oct 12, 1989
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December 18, 2006 12:00 am | 
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