TV Tactics: Part Two
The goal of any direct response television campaign is to have an acceptable cost per order or cost per lead. There are mainly 2 factors that are unique to direct response TV media: 1. a highly discounted rate structure, and 2. an unparalleled budget control of media expenditures. Direct response TV marketers provide the broadcast industry with a flexibility in placing direct response spots that awareness advertisers cannot provide. The most effective length for a spot that seeks an order is 2 minutes. For pure inquiry responses, 60- and 90-second spots can be effective as part of a 2-step approach. Computers have revolutionized the operation of modern direct response TV agencies. Computerized response reports reflect the performance of every spot and cable station, as well as back-end data reflecting upsell, credit card, and mail percentages.
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Shain, Joseph
Full text: [Direct Marketing] Nov 1989
The Pigglys That Stayed At The Market
When Piggly Wiggly Carolina decided to open 2 new supermarkets in Spartanburg, South Carolina, some people wondered about the wisdom of the decision. Other supermarket chains had tried to invade this market and were unsuccessful. However, Piggly Wiggly felt that it had a product, a plan, and a program that would work. Before the first new store opened, however, 13 new supermarkets opened within a 15-mile radius of the 2 new Piggly Wiggly locations. Nevertheless, both Piggly Wiggly store openings were successful. Sales started high, but they had dropped below the break-even point one year later. Piggly Wiggly instituted a 4-month marketing proram that involved a direct mail campaign and telephone marketing. In 6 months, both supermarkets became profitable and established such a strong retail presence that a 3rd Piggly Wiggly location is being sought.
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Raphel, Murray
Full text: [Direct Marketing] Nov 1989
Direct Results For Small Firms
Direct-response marketing can work equally well for small companies and large firms. Direct-response campaigns that are used for small companies combine the classic elements of direct mail and telemarketing. An 8-person firm that provides advisory services to museums, individuals, and corporations wanted to increase business from corporations. A letter was sent to the chief executive officer of each targeted firm, and telephone calls were made one week after the mailing. Eight serious prospects were identified. Because the first mailing was successful, 2 additional mailings were planned. An architectural firm with a staff of 25 people also used mailings; the firm’s objective was to grow. This campaign also was successful. The success of both of these campaigns shows that direct-response marketing is effective, even for small firms.
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Dayton, Alice S.
Full text: [Direct Marketing] Nov 1989
Database: A Perfect Fit
Dunham (Brattleboro, Vermont), a long-standing chain store with 53 outlets, is a branded producer of shoes. The firm started out as a retailer, and, since then, it has dealt with retailing, wholesaling, independent retailers, and producing. In 1986, the company enlisted Licata, Cox and Harris (LCH) Direct to help begin an advertising and marketing plan. LCH began the Dunham campaign with freestanding inserts placed in New England newspapers. In 1986, Dunham began collecting names by providing receipts to the stores that requested the names and addresses of purchasers. By 1987, Dunham had 45,000 names; by 1988, it had 80,000 names. In 1989, the database has grown to include more than 200,000 names. With a growing list of names and a growing product line, the future looks bright for Dunham.
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Wojtas, Gary W.
Full text: [Direct Marketing] Nov 1989
Coupon Clutter: A ‘Unique’ Alternative
With over 200 billion coupons in the marketplace and an average 4% redemption rate, many marketers are worried that the coupon market has become saturated. Unique Marketing Inc. (Omaha, Nebraska) has developed a new program, the Instant Redeemable Check Program. The program may revolutionize the way marketers lure customers and collect information. The Redeemable Check is a standard check that flows through the US banking system and offers the opportunity to capture customer information. The information can be custom-designed for database building and other forms of information capture. The Redeemable Checks are magnetic ink character recognizable encoded. General Mills approached Unique to help design a promotional campaign for the 10th anniversary of Honey Nut Cheerios. Pillsbury used Unique to introduce a new brand of pizza to the marketplace.
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Neal, Mollie
Full text: [Direct Marketing] Nov 1989
Is card marketing going too far?
Although the number of people filing for personal bankruptcy is growing, they still represent a small portion of all credit card holders. Because of the intense advertising and promotions conducted by credit card issuers, industry observers are concerned that credit card usage could easily get out of hand. Regional and national card advertising has increased 79% between 1985 and 1988, and now, accounts for $265.8 million in expenditures. The number of credit counseling offices has grown 80% in the last three years and in 1988 240,000 cases were handled. Three areas of notable concern are: 1) direct mail with pre-approved cards; (2) sweepstakes and other similar promotions; and (3) credit cards for teen and college students.
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Stewart, John
Full text: [Credit Card Management] Nov 1989
Ad showcase: anniversary fete gives Calif. bank a business niche
From April through June, 1989, TransWorld Bank (Sherman Oaks, CA) used direct mail and newspaper ads to announce its headquarters’ move to Sherman Oaks from Van Nuys. The newspaper ads emphasized TransWorld officers’ long-term banking experience and their local residency. The direct mail went to local businesses, professionals, and households and invited them to an open house celebrating the move and the bank’s 36th anniversary in June.
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Anonymous
Full text: [Bank Marketing] Nov 1989
Ad showcase: Mass. thrift shows check package skips fancy footwork
Clinton Savings Bank’s (MA) Yes! Checking account requires $25 to open, has no minimum balance and no monthly service charge, includes a personal line of credit and ATM access, and levies a $25 annual fee. The thrift has promoted the account with newspaper ads that use images of shoes to illustrate the product’s features: ballerina slippers showing the ease of balancing a checkbook when there are no per check fees to worry about, for example. Clinton has gained 318 accounts two months after the product’s introduction.
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Anonymous
Full text: [Bank Marketing] Nov 1989
Does Junk Mail Produce Junk Loans?
Banks in the 1970s and 1980s virtually stampeded into consumer lending, offering the credit card and the mailed invitation to use the card to prospects typically far from the solicitor’s local trade area. A significant number of banks apparently did not do well in this endeavor. That circumstance became apparent as the industry began to see, in the middle to later years of the 1980s, increasing net write-offs in consumer debt, with the credit card leading the losses. The desire to build a national customer base in anticipation of interstate banking has often been cited as one incentive for such mailings. However, bankers failed to recognize, or ignored, the risk that they would be a low priority on the list of creditors of customers who were miles away. The market is now so mature that banks may have to seek out prospects with credit files thinner than normally preferred. The prevailing wisdom is that banks have to resort to segmentation in order to make it in direct mail in the future.
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Palmieri, Mario
Full text: [Bankers Monthly] Nov 1989
It’s in the Post
Direct mail, one of the UK’s fastest growing advertising and selling media, can be a very powerful medium when it is used correctly. Unfortunately, some companies give little forethought to the use of direct mail, and problems result. Rapid advances in technology have made direct mail more efficient and cost-effective, improving cross-selling and giving the user selectivity. Other advantages of direct mail are its flexibility and the ability to stimulate responses with reply-paid cards or envelopes. The biggest drawback is the cost; however, a well-planned campaign can produce a reasonably low cost per inquiry or cost per sale. Before beginning a promotion, a firm should clearly define the market, set objectives, identify the target audience, establish a budget, and then select the most appropriate media. It also is beneficial to spend some time and effort to locate the most accurate mailing list available.
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Churchill, Phil
Full text: [Accountancy] Nov 1989
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