Smaller Accounting Firm Using Marketing to Seek Out Clients
A coordinated, aggressive marketing plan launched four months ago by a small independent accounting firm in Columbus has paid off with at least six new clients, according to the firm’s partners, Francis Curran and Howard Geiss. “There’s no question it has paid off and will continue to do so,” said Geiss, a former Coopers & Lybrand audit manager, as is Curran. They formed their own accounting firm in 1979 after leaving Coopers in 1977. Accounting and law firms used to avoid marketing altogether because they thought that advertising their services to attract new business was either misleading or unethical. Court decisions lifted the ban on attorney advertising and now such ads are common on television. (excerpt)
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Kimmins, Dick
Full text: [Business First] Apr 28, 1986
Smaller Accounting Firm Using Marketing to Seek Out Clients
A coordinated, aggressive marketing plan launched four months ago by a small independent accounting firm in Columbus has paid off with at least six new clients, according to the firm’s partners, Francis Curran and Howard Geiss. “There’s no question it has paid off and will continue to do so,” said Geiss, a former Coopers & Lybrand audit manager, as is Curran. They formed their own accounting firm in 1979 after leaving Coopers in 1977. Accounting and law firms used to avoid marketing altogether because they thought that advertising their services to attract new business was either misleading or unethical. Court decisions lifted the ban on attorney advertising and now such ads are common on television. (excerpt)
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Kimmins, Dick
Full text: [Business First] Apr 28, 1986
HHCC Agency of the Year
Hill, Holliday, Connors, Cosmopulos (HHCC) was named Agency of the Year for 1985 by Advertising Age for its creative ability to generate surprise and involvement through unexpected intimacy. The agency’s outstanding campaigns have included work for Jordan Marsh department stores, Premesyn PMS, Springmaid bedding, Wang Laboratories, Lotus Development Corp., and John Hancock Financial Services. The approach at HHCC is to examine a subject from the broadest possible perspective, to think big. More important, the environment is such that exciting ideas are kept alive. The agency’s big break came with an account for the State of Maine. In 1985, HHCC (Boston, Massachusetts) had $218 million in billings. It is expected to see some $250 million in capitalized billings at the end of its fiscal year on April 30, 1986 — a third of which represents its diversification into public relations, direct marketing, and design. The current remaining principals of HHCC are Jack Connors, president and chief executive officer, and Jay Hill, chairman.
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Alter, Stewart
Full text: [Advertising Age] Apr 28, 1986
With the U.S. Mail, Who Needs Branches?
Marketing by mail, a conservative investing of deposits, an emphasis on low-cost operation, and a good location are the key factors contributing to the success of South Boston Savings Bank. While the South Boston area provides 50% of the bank’s customers, 50% of their new accounts come in by mail from areas as far away as Illinois and Florida. In 1985, the bank spent only $700,000 on advertising. The bank focuses on first mortgage real estate loans and commercial loans. In 1985, the bank had nearly $250 million in residential mortgages, $125 million in commercial property, and $26 million in consumer loans. In 1983, South Boston Savings had 165 of the approximately 215 mortgages made in South Boston. At the beginning of 1985, its net worth was 9.75% of assets with a delinquency rate on loans of 0.4%. As a result of its conservative policies, the bank can promote itself as the lowest cost bank in the industry. In addition, the bank’s return on assets at fiscal year-end was 1.95% and return on equity was 20.30%.
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Wade, Alan
Full text: [United States Banker] May 1986
Launching a Direct Mail Program — Part One: The List
Insurance salespeople who want to begin a direct mail program should first subscribe to Direct Marketing Magazine and talk with major list brokerage houses to learn as much as possible about mailing lists. To improve results from direct mailing, the objectives of the mailing and the characteristics of promising prospects should be defined specifically. List brokers should then be asked what is available to meet those specifications and what it will cost. If salespeople have 2 sales letters from which to choose, they should test both by asking list brokers to split a list and send different letters to the 2 samples. Salespeople should also determine how brokers compile their lists and how frequently their lists are updated. Mailing lists should be an element of a marketing campaign rather than a source for a telemarketing effort.
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Hostetler, Jim
Full text: [IS. Insurance Sales] May 1986
Print Media: Strategy and Execution
The print media can help achieve marketing objectives when used with goals that complement an overall marketing strategy. Factors to be considered in developing a print-media strategy include: 1. the number of targeted lists available for the marketer’s product, 2. the product’s life cycle, and 3. the economics of print. When executing the media strategy, the marketer should consider publications used by competitors and look for publications with editorial affinity. The image the advertisement projects should reflect the marketer’s company image. Other characteristics to be considered include the ad’s size, color, and graphics. The marketer should also investigate publication buying options, which include remnant space and run of press. It is also advisable to test for the most responsive media and take the timing of the campaign into consideration.
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Graham, John W.
Jones, Susan K.
Full text: [Direct Marketing] May 1986
Direct response print media overview
Direct mail trends show increasing use of sweepstakes offers, hot line names, different size package formats, personalization, and multistep campaigns with telemarketing and dimensional mailings. To encourage mail order advertising, magazine publishers are offering half-runs to facilitate testing of offers. Loyal readership is being developed by individualizing publications and printing issues for specific audiences. Newspapers are using color, eliminating the national ad rate differential, and supplying market demographic and sales data for use with personal computers. Catalogs are less expensive to print, due to more efficient offset machines and technical advances. Because of rising mailing costs, mail inserts such as package inserts, statement stuffers, bind-ins, sampling inserts, and co-op mailings are gaining more appeal. Growth of consumer cardpacks is most evident for the upscale market.
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Anonymous
Full text: [Direct Marketing] May 1986
Current bank advertising: Chase rewards ‘smart’ clients with special credit card deal
Chase Manhattan Bank has launched an ad campaign promoting three separate checking products for three market segments. “Smart Checking”, a basic account, and “Investment Checking”, a tiered account which pays interest on large balances, have been promoted through print ads, while “Regular Checking” will be promoted by direct mail. In addition to selling products to specific market segments, the campaign aims to position Chase as capable of accommodating an individual’s changing financial needs.
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Anonymous
Full text: [Bank Marketing] May 1986
Current bank advertising: it’s ‘possibilities’ MasterCard is offering ‘new individualists’
MasterCard has launched a $40 million national advertising campaign using the theme “Master of Possibilities”. The campaign uses individualistic celebrities such as Andre Previn and Angela Lansbury to emphasize the range of possibilities offered by MasterCard. In addition to national print and TV ads, MasterCard has developed a kit for banks to use at local levels. The kit’s components include: 1) statement stuffer prototypes; 2) ideas for local ads; 3) samples for direct mailing; and 4) promotional ideas. The theme reflects a growing American emphasis on freedom, choices and individual self-expression.
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Anonymous
Full text: [Bank Marketing] May 1986
Local Direct-Mail Ad Firms Merge, Slate Expansion
Val-pak of Sacramento Inc. and the American Advertising Association, the two oldest direct-mail companies in Sacramento, last month joined forces and plan to expand Northern California operations into areas not now served by such ad firms. The merged concern, which retains the name Val-pak of Sacramento, will mail advertising packets to some 205,000 homes in the Sacramento area, said owner Doug Kesnow, who continues to operate Val-pak. Before the consolidation, Val-pak serviced approximately 165,000 households and American about 120,000. (excerpt)
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Hollitz, John
Full text: [The Business Journal; Sacramento] May 05, 1986
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