Consumer financial services: the monitor: list brokers take on new importance in marketing campaigns
Financial services marketers involved in direct mail campaigns are turning to list brokers to assist with strategic planning, help select target markets, and identify potential problems. List brokers should be able to find unusual target markets, analyze the competition, have a knowledge of alternative list sources, and be able to provide quality names.
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Shoultz, Donald
Full text: [American Banker] Sep 1, 1988
Interlink steps up its membership recruitment
Interlink, the leading national point of sale network owned by California’s First Interstate, Security Pacific, Bank of America, and Wells Fargo banks, has, after years of complacency, begun to recruit new members because of competition from Explore. Forty California, Arizona, and Nevada banks now belong to Interlink, owing to lowered transaction fees ($0.05) and a recent spate of ad campaigns by major POS merchants Interlink debit cards can now also be used at Chevron U.S.A. gas stations.
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Anonymous
Full text: [Bank Network News] Sep 10, 1988
How Well Does Your Advertising Do the Selling? (Part 1)
In its advertising and promotion efforts, the insurance industry has never been flamboyant. Andrew J. Byrne, Allstate’s first direct marketer and current advertising-marketing consultant for Smith-Hemmings-Gosden, would like to see this historical trend change. In the 1950s, insurers and financial services companies felt no need to market. Ads relayed messages about financial stability and tended to be institutional. Although advertising by banks and insurance companies has become more attractive, it is not nearly as cost-effective as it should be. Moreover, it does not make the contribution to the company’s marketing goals that it should. This situation is the fault of both the company and the advertising agency. Advertising appeals too often are determined by executive judgment instead of consumer response.
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Maher, Thomas M.
Full text: [National Underwriter] Sep 12, 1988
Byrne Cites ‘Easy’ Ways to Maximize Ad Results (Part 2)
Andrew J. Byrne, an advertising and marketing consultant with Smith-Hemmings-Gosden (El Monte, California), believes that getting a sharp increase in advertising results is easy if agents follow the fundamentals and work at it. Test results from thousands of advertisements prove that a direct headline offering news or a promise of a benefit will outpull a clever, indirect headline by a ratio of 4 to one. Byrne offers the following tips for maximizing ad dollars: 1. Smaller ads are more cost-effective. 2. Both insurance and financial services advertisers need to communicate their messages more simply. 3. Advertisers should demand accountable advertising from ad agencies. 4. Reaction to an ad can be measured by keying a coupon that accompanies a free booklet offer or by keying an 800 number. 5. Advertisers should provide all the information that consumers need to decide in their favor.
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Maher, Thomas M.
Full text: [National Underwriter] Sep 12, 1988
Law Firms Turn to More Aggressive Marketing
Lawyer Stuart Gold is about to become a pioneer. Gold will use direct mail to try to build business for his new American Bankruptcy Clinic Inc. in Southfield. Gold 35, will start contacting potential clients once the Lansing-based Michigan State Bar Association approves his solicitation letter. On June 13, the U.S. Supreme Court further loosened restrictions that had kept lawyers from marketing themselves aggressively. The court ruled that lawyers could use direct mail to solicit business. The ruling is another significant shift in a profession that wasn’t allowed to advertise at all until the Supreme Court approved advertising by lawyers in 1977. (excerpt)
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Raphael, Steve
Full text: [Crain's Detroit Business] Sep 12, 1988
First Chicago tv ads focus on retail market
First Chicago Corp. is adding four television ads pushing home equity lines, automobile loans, checking accounts, and brokerage services to its retail banking campaign, which already includes TV image ads, newspaper ads, lobby displays, and direct mail. The new ads show actors posing as customers giving testimonials about how First Chicago services have helped them.
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Weiner, Lisabeth
Full text: [American Banker] Sep 12, 1988
Premium for Texas credit card unit called high
Citicorp (Delaware) has purchased insolvent First RepublicBank Corp.’s credit card business for $782 million, representing a $159 million premium. The high price was unexpected because NCNB Texas, which has been operating the business temporarily, has been given permission to solicit the unit’s customers, even if it did not win the acquisition bid. Citicorp is the largest bank credit card issuer in the nation, and the First Republic credit card unit has one million cardholders of which 650,000 are active. NCNB definitely intends to pursue these cardholders through a marketing campaign.
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Ringer, Richard
Full text: [American Banker] Sep 13, 1988
Prodigy Services Co. Announces Cities Targeted for Marketing, Distributors, on-Line Brokerage
Prodigy Services Co., a partnership of IBM and Sears, made several key announcements Tuesday, including four additional California market cities and a distribution network involving several major retailers. Prodigy President Theodore C. Papes Jr. said that consumers in Los Angeles, San Diego, Sacramento and Santa Barbara would be able to receive the PRODIGY service, starting in October. The four cities are in addition to Hartford, Conn., Atlanta and San Francisco. A major marketing campaign involving broadcast TV, print advertising and direct mail will soon kick off in all those markets. (excerpt)
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Ek, Brian
Full text: [Business Wire] Sep 20, 1988
Lauder, Hoping to Sell Men’s Perfume In Japan, Looks for California Cachet
Cosmetics giant Estee Lauder Inc. is making its first foray into regional marketing with an unusual strategy to sell products designed specifically for the West Coast and Japan. The cosmetics company’s Aramis division plans to launch a line of men’s fragrances next month — called New West — that will be sold in California for six months, and then marketed in Japan. Lauder says it doesn’t initially plan to sell the products elsewhere in the U.S. because it wants to foster a connection between the products and California. But the company will begin a direct-mail campaign in the U.S. a month after the products’ launch in California. The California-only image Lauder is cultivating for the brand is aimed not only at Californians, but is designed to lure affluent Japanese consumers. California is a popular place for Japanese shopping sprees, Lauder says, so it’s hoping the products will catch on with tourists even before it hits Japan.
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By Andrea Rothman
Full text: [Wall Street Journal] Sep 22, 1988
CMS Direct-Mail Firm Merges With Saatchi Unit
The merger of CMS Direct with a fellow Saatchi & Saatchi Co. direct-marketing subsidiary brings to Rochester a growing segment of an international advertising concern. CMS now is Saatchi & Saatchi Direct as a result of its merger with Saatchi & Saatchi DFS Direct Inc. of New York City. The two firms announced their merger last week. Saatchi & Saatchi Direct reports combined annual billings of $65 million, placing it among the top 10 direct-response advertising agencies in the nation. The newly merged company anticipates annual growth of about 30 percent over the next few years, said its top executive, Richard Peters. (excerpt)
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Whiskeyman, Dolores
Full text: [Rochester Business Journal] Sep 26, 1988
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