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Being good isn’t always enough in micro business *

Roslyn Stanley, marketing co-ordinator for the Sydney Corporation, said that last fall Sydney mounted its largest PR campaign to date. While Sydney markets and develops numerous products, Stanley concentrated her discussion on its communication product that allows different computers to talk to each other. To accomplish this, Sydney hired a public relations firm at a cost of $125,000 US. The firm was responsible for launching a seven countries media blitz simultaneously. Over an eight-week period, the PR firm wrote press releases, put together 10,000 press kits, and translated the material into French, German and Swedish. They arranged interviews for Sydney’s president – all in advance of the two trade shows. At the shows Sydney demonstrated the largest number of different computers all talking to each other. Combined with a direct mail and telemarketing campaign, it generated 700 qualified leads, which in turn led to $2 million in new revenue. The entire cost of the campaign easily doubled the $125,000 paid to the PR firm. But in addition to increased revenues, Stanley said Sydney achieved a name awareness, a seven-country up-to-date media list for follow-up, and a more accurate assessment of the end-user market.
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Patti Schom-Moffatt

Full text: [The Vancouver Sun] May 20, 1987

internet marketing case study

Readers Are for Renting

A number of major UK publishing houses have begun to recognize the importance of their databases in developing good mailing lists in targeted direct-mail campaigns. Some firms have designed sophisticated computer systems that enable the provision of highly targeted lists of names and addresses. Publishers are promoting the rental of these lists through trade press advertising and colorful brochures. List rental helps to offset the rising cost of building up circulation lists. Publishing houses carefully collate and update information derived from ”registration cards” so that they can compile lists of readers according to a number of categories. These categories include job title, job function, company size, company turnover, geographical location, and industry sector. John McBride, managing director of AGB Publications, sees the need for a 3-tier database that lists commercial establishments, details about their executives who read particular magazines, and details of other readers of the same magazines.
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Oliver, Brian

Full text: [Marketing] May 21, 1987

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First Class Mail

Shopping by mail previously conveyed a tacky image, but current merchandising catalogs in the UK are designed to appeal to yuppies who seek the convenience of shopping for unique items at home. Clothkits (Lewes, Sussex), founded by Anne Kennedy and Finn Kennedy 17 years ago, has grown from a one-design living room operation to a computerized L10-million house. It now markets some 1,700 lines of custom-designed clothing via 2 annual catalogs and 7 retail outlets. Clothkits’ marketing executive, Pam Duffill, believes a no-nonsense approach to the catalog has been a factor in the company’s success. She foresees an explosion in mail-order clothing sales and recognizes the momentum of the specialist approach. Other up-market catalog operations are Innovations, which features high-technology items, and the Sunday Times Wine Club, which tries to reconcile high-tech sales and marketing with a commitment to integrity and credibility.
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Gerrie, Anthea

Full text: [Marketing] May 21, 1987

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Daggers Drawn

Michael Dobbs, marketing chief of the UK’s Tories party and deputy chairman of Saatchi and Saatchi, insists that good communications cannot popularize unwelcome policies. He contends that Saatchi’s relationship with the Conservative Party has been successful due to the Tories’ utilization of professional expertise to effectively communicate from a sound political base. Dobbs claims that political advertising is more intensive and more difficult than the traditional client/agency relationship. Peter Mandelson, campaigns director for the Labour Party, is short on funds and relying on the help of Socialist sympathizers within the advertising world. David Abbott, chairman of Abbott Mead Vickers/SMS, has designed written publicity material for the Alliance party. Direct mail has emerged as an increasingly important medium for all UK parties.
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MacDonald, Davy

Full text: [Marketing] May 21, 1987

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Segmenting Seniors/Targeting the Aged

Marketers targeting older Americans are having to reexamine their advertising campaigns. Determining the needs and desires of older Americans is getting more difficult because this demographic group is made up of many subsets, each with its own values and desires. Marketers will be forced to do more segmenting. There is some debate about how the market should be segmented. However, selecting a media is not a difficult problem. Direct mail is a particularly effective way to reach mature audiences. Other successful methods include magazines targeted specifically to older readers, television news shows, radio talk shows, couponing, guarantees, and sampling. The American Association of Retired Persons (AARP) has a monthly magazine that emphasizes legislative information, travel discounts, and insurance. Many other such magazines have appeared since 1980. A recent Gallup Survey shows that adults age 50 and older were less likely to be direct-marketing consumers than younger people. Smaller proportions of older consumers have a college education, and they tend to be less affluent than consumers overall.
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Rossell, Christine A.

Full text: [Target Marketing] Jun 1987

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Don’t overlook your middlemen in a direct marketing campaign

Sociological studies show that the “typical consumer” has vanished, to be replaced by many unlike types of consumers that are best reached by different publicity efforts. However, using different media to target different market segments can cause message confusion. In the future marketers will communicate to the public through integrated media. Other trends in direct marketing include increased use of databases, increased consumer reliance upon catalogue shopping and the attractiveness of the still relatively unexploited European market.
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Full text: [Sales & Marketing Management in Canada] Jun 1987

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Product news/marketing: new ad strategy seen needed

Sociological studies show that the “typical consumer” has vanished, to be replaced by many unlike types of consumers that are best reached by different publicity efforts. However, using different media to target different market segments can cause message confusion. In the future marketers will communicate to the public through integrated media. Other trends in direct marketing include increased use of databases, increased consumer reliance upon catalogue shopping and the attractiveness of the still relatively unexploited European market.
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Anonymous

Full text: [National Underwriter] Jun 1, 1987

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Telemarketing: The Newest Member of the Media Mix

Telemarketing has become an integral part of the marketing mix and accounts for 46% of all direct marketing purchases. The advantages of telemarketing include lower costs and its ability to instantly reach prospects. When combined with print, mail, or broadcast promotional operations, telemarketing almost always increases results greater than those obtained from a single medium. Citicorp used telemarketing to help create awareness of a new product and expand awareness beyond its home base. The telemarketing program included 4 different test mail packages, and the package that incorporated print advertising increased market share by 15%. A computer mainframe software manufacturer used teleconference, direct mail, and telemarketing to help sell an enhanced version of a software package; the total response to its integrated campaign was 19.9%.
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Roman, Ernan

Full text: [Marketing Communications] Jun 1987

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Selling the Bonds Before the Bond Sale: Elements of a Successful Bond Referendum

The success of a state or municipal bond referendum is often based on a well-organized promotional campaign. If public officials and staff are prohibited through legislation from promoting or marketing the referendum, voter involvement can be obtained by encouraging citizen participation in the development of the capital improvement plan or by enlisting the help of existing citizens’ groups. A special election can get voters’ attention and can facilitate the targeting of potential voters. Also, the impact and benefits of the bond issue should be presented to voters, possibly by emphasizing fairness or financing alternatives. In 1986, Maricopa County, Arizona, mounted a successful $278,000 campaign for a referendum on 10 bond issues totaling $260.6 million. A citizen advisory committee was formed, and a public relations firm identified potential voters who served as the target of a direct mail promotion. Other campaign efforts included radio and newspaper advertising. Illustrations.
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Pierce, Lawrence W.

Full text: [Government Finance Review] Jun 1987

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Getting the Most Out of Telemarketing

A mail package’s characteristics, in addition to timing, will influence how well telemarketing works, and a mail package capitalizing on the characteristics that typify telephone contact can support and enhance telemarketing. In one test, the National Bank of Detroit was interested in selling preferred MasterCards to its customer base. The base was divided into 2 groups — preapproved customers and the miniapplication segment. Preapproveds had a depository relationship with the bank of $15,000 or more and recent credit information, while the miniapplication segment did not have an updated credit history. Half of the direct-mail pieces were mailed first-class with a commemorative stamp, the other half were sent bulk mail. Of those sampled, 19.2% accepted the offer; response rates varied from a high of 35.2% for the preapproved group to a low of 10% for the miniapplication group. Twenty-four percent of those for whom a follow-up call was made accepted the offer as opposed to only 17.7% of those who did not receive a follow-up call. Because the combined effect of stamping and telemarketing is greater than that for telemarketing alone, there is a synergistic effect between the 2.
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Fisher, Joseph C.

Full text: [Direct Marketing] Jun 1987