”I Saw It on the Radio” — Will Direct Response Radio Return to the Golden Ad Days?
Radio’s ability to create a theater of the mind is the basis for the Radio Advertising Bureau’s ”I Saw It on the Radio” campaign. Many national advertisers are using radio because it is less expensive than cable broadcasting or television. In addition, an increased emphasis on regional buying also allows radio advertisers to focus on specialized groups. The fragmentation problem has been reduced by newly formed syndicates and turnkey networks offering packages of several hundred radio stations. Per Inquiry (PI) direct response on radio is growing, indicating that people are listening closely to radio messages. PI marketing involves stations being paid for airtime in direct proportion to the number of sales made. Formerly, this technique was a means for stations to plot their listening areas, and quality quotients were small. Today, PI has broadened into more respectable daytime hours. PI can be used to reduce unsold airtime by running advertisements free for a share of sales. The best times to run direct response ads are on weekends or nighttime.
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Williams, Terry Considine
Full text: [Direct Marketing] Oct 1986
How One Bank ‘Babies’ Its Customers
Most banks do not: 1. try aggressively to capture new customers, 2. thank new customers for coming to the bank, 3. ask why a customer closes an account, or 4. come up with unusual and effective direct-marketing ideas. The Gateway State Bank (Staten Island, New York) is noteworthy for doing all these things. The bank has a letter-writing program targeted to newly engaged couples, newly married couples, and new residents of areas surrounding bank branches. The bank also has a letter for customers who close accounts that asks whether the closure was a result of dissatisfaction with bank services. In addition, the bank sends letters to parents of new babies, enclosing a gift T-shirt for the child and suggesting savings plans. On the child’s first birthday, the bank sends another letter with another larger T-shirt. Positive feedback in comments and product applications have justified the expense of the bank’s activities. Illustrations.
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Raphel, Murray
Full text: [Direct Marketing] Oct 1986
Fighting the Telephone Wars
Long-distance telephone service providers are hurrying to secure as many new customers as possible before the Federal Communications Commission (FCC) stops their marketing efforts. This competition illustrates the resources of database marketing and its flexibility to target prime segments within a changing and competitive marketplace. A database can segment telemarketing prospects by telephone prefix digits, while providing selection ability according to a variety of elements, including: 1. the levels of long-distance usage, 2. type of service and equipment used, and 3. prospect interest level. Marketing efforts are motivated by the FCC’s ballot system and default allocation, which distributes nonrespondents among providers according to the number of customers that already have signed up. This system rewards companies with vigorous promotional campaigns based on accurate marketing information. Databases can prospect the customer base, performing market research while making sales.
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Schwartz, Marvin
Full text: [Direct Marketing] Oct 1986
The Telephone Edge in New Product Marketing
Keyword Office Technologies (Calgary, Alberta) developed software that made documents created on one kind of word processor usable on otherwise incompatible word processors. Major marketing hurdles involved determining: 1. which ”pairings” were most needed, 2. how the product could be brought to the market quickly, 3. who were the best prospects, and 4. whether Keyword’s available products met the needs of major market segments. A broad multimedia campaign emphasizing direct response efforts was developed. Heavy emphasis was put on telemarketing to: 1. develop prospect lists, 2. handle trade show inquiries, 3. qualify prospects through inbound and outbound calls, 4. build a permanent prospect database, and 5. speed communications with the salesforce. Within 30 days after the program started, Keyword’s goal was exceeded by more than 300%, bringing in more than 7,000 inquiries a month. Each telephone inquiry was answered with a carefully scripted interview.
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Blackshaw, Robert
Full text: [Business Marketing] Oct 1986
Closing the Prospecting Gap
Agents can close the prospecting gap through direct marketing, whether it be direct mail, telemarketing, seminars, or advertising. However, these common direct marketing methods may not be as effective because of a lack of planning, targeting, and follow-up and because of an increase in use by competitors. The public has been too saturated with these common direct marketing techniques. The answer is to increase targeting and to focus on the more affluent market. The development and use of a segmented database makes it possible to focus efforts on almost any demographic niche with remarkable accuracy and predictable results. Agents must tailor their approaches to fit the income segment they are addressing. Guidelines for increasing the personalization and effectiveness of the different direct marketing techniques include: 1. Enclose 3rd-party materials in direct mailings. 2. Train telemarketers thoroughly. 3. Base seminar themes on a common need. 4. Include a response mechanism in all advertising.
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Livingston, David O.
Full text: [Best's Review] Oct 1986
Current bank advertising: equity promo sells plus educates
To promote its “Equity Access” home equity credit line, Manufacturers Bank (Detroit) ran print ads (with reply coupons and a phone number) which explained the product and its pricing and other credit options the bank offers. In addition, a 10-page explanatory brochure was used to promote the lines in a direct mailing.
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Anonymous
Full text: [Bank Marketing] Oct 1986
Marketing management: in direct-mail advertising, the postman only rings once
Direct mail marketing has advantages over other forms of marketing because it lets an institution use the individual’s name, present a more complete story and is less expensive, but it is static and less personal. In designing a direct mail campaign, the brochure is not the first consideration: mailing lists, test mailings and organizing a means of response must be first determined.
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Shostack, G. Lynn
Full text: [American Banker] Oct 1, 1986
Direct Response: Database Key to a Direct Hit
Database marketing is the science of identifying customers and prospects, placing data concerning them into a computer, and communicating with these customers and prospects on a continuous basis. The principle behind database marketing is that companies should be in the business of keeping satisfied customers rather than that of selling products. Starting a database involves gathering information on existing customer and market information and analyzing future information needs. To analyze customers, their needs must be defined; sources should include existing customer data, lists from compatible companies, and promotional history. Geographic, demographic, purchase habits, and lifestyle information are valuable in a marketing database. Such data allow companies to determine trading patterns. Once customer values are analyzed, the next step is to analyze high-value customers to find out what they have in common. The wholesale adoption of database marketing by press advertising is a logical extrapolation of the system. This means the advent of print advertising through the mail as well as magazines.
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Gater, Chris
Full text: [Marketing] Oct 2, 1986
Direct Response: Home and Away Wins
A different approach is necessary for direct-mail pieces that are sent to executives in their offices. Mailings to executives at work have between 5 and 10 seconds to win the recipients’ attention. Professionals and businesspeople have a self-image that must be understood and carried through in the creative work and copywriting of the direct-mail material. A carefully tailored incentive also can be highly effective. For example, a UK company ran a campaign to support sales of its payroll systems, and it used a client’s connections with a bank to secure the bank manager’s endorsement of the selling proposition. The combination of an endorsement with a report for the prospective client led to a number of quality leads. One attractive aspect of direct marketing is that it can be tested accurately before the main effort is stated. However, just as consumer techniques are not appropriate for an executive, business techniques for direct mail are not likely to be effective for material sent to an executive’s home.
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Rayment, Brian
Full text: [Marketing] Oct 2, 1986
Marketing today: Penn Mutual’s new campaign focuses directly on company
Penn Mutual Life Insurance Co. has launched an advertising campaign featuring television spots, newspaper coupons, and direct marketing techniques, a significant departure from the company’s traditional low-profile approach. Penn Mutual’s previous campaigns have focussed on agents’ images. The current campaign focusses on the company itself.
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Newman, A. Joseph, Jr.
Full text: [American Banker] Oct 7, 1986
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