Product news/marketing: marketing scene: the case of the missing data
Since 1982, actor Raymond Burr has been a spokesman for the Independent Insurance Agents of America, a group in which he believes, having used independent agents for more than 25 years. Burr features in the IIAA-Independent Agent’s Local Marketing Program kit, which includes product catalogs, sample radio spot scripts, direct mail materials, Raymond Burr photographs, IIAA logos, Yellow Page ads, and pre-recorded/pre-taped radio and TV spots.
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Maher, Thomas M.
Full text: [National Underwriter] Mar 20, 1989
Bank of Socioeconomic Data Gives Hospitals, Banks Edge
When Scripps Memorial Hospital decided to sponsor a women’s health conference last year, advertising became a problem. Conference organizers wanted to advertise it through a direct mail campaign. But they knew direct mailings have very low return rates, usually only 1 or 2 percent. The hospital found a solution when it turned to National Decision Systems and a computerized system called geodemographics. The result: a direct mail strategy tailored to a specific audience-and a phenomenal, 30 percent response. (excerpt)
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Wells, Ken R.
Full text: [San Diego Business Journal] Mar 27, 1989
Marketing his home town challenges Robert Sichau
Clarke Checks, the fourth-largest check printer in the U.S., recently held a seminar on the effect of mail order checks for banks. Clarke manager William J.D. Maguire cautioned bankers that they are competing for check revenues with major check companies, as well as American Express Co. and catalog sellers. Mail order checks have no bank logo, can often be incorrect, and allow consumers to defeat limitations which may be part of certain products, such as home equity loans. Bankers can fight back by charging reasonable reorder rates and barring direct mail companies from filling their customers’ check orders.
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Full text: [The Plain Dealer] Mar 28, 1989
Consumer financial services: check printer wages campaign against mail-order competitors
Clarke Checks, the fourth-largest check printer in the U.S., recently held a seminar on the effect of mail order checks for banks. Clarke manager William J.D. Maguire cautioned bankers that they are competing for check revenues with major check companies, as well as American Express Co. and catalog sellers. Mail order checks have no bank logo, can often be incorrect, and allow consumers to defeat limitations which may be part of certain products, such as home equity loans. Bankers can fight back by charging reasonable reorder rates and barring direct mail companies from filling their customers’ check orders.
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Newman, A. Joseph, Jr.
Full text: [American Banker] Mar 30, 1989
Check Printer Wages Campaign Against Mail-Order Competitors
Clarke is launching an education and marketing effort aimed at banks and thrifts. The company argues that these institutions are losing fee income to the checks-by-mail industry. Clarke also alleges that mail-order checks are sometimes printed poorly and may be prone to errors that are costly to correct. Clarke is the fourth-largest check printer in the United States, with annual sales of about $120 million, according to William J.D. Maguire, manager of the Mid-Atlantic division, which is based in Levittown, Pa. Clarke is a subsidiary of the publicly held MB Group Ltd., Reading, England. Mr. Maguire, who conducted the Philadelphia seminar for about 50 bankers and thrift executives, said: “At this point, being the only check printer not engaged in direct consumer marketing of checks” gives Clarke a powerful marketing tool.
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A. JOSEPH NEWMAN JR.
Full text: [American Banker (pre-1997 Fulltext)] Mar 30, 1989
Trump to See if His Name Persuades Japanese to Buy Slow-Selling Condos
Mr. Miyagi’s goal is to sell to the Japanese condominiums in the 221-unit, grandly named Trump Plaza of the Palm Beaches, a 32-story, two-tower complex that Mr. Trump bought in 1986 for the fire-sale price of $41 million, less than half of what it cost to build. Most Japanese investors buy properties in Hawaii, New York and California. Many don’t have a good idea of where Florida, let alone West Palm Beach, is located, says Mr. Miyagi. But they have heard about Mr. Trump, whose book, “The Art of the Deal,” was a best seller in Japan. “His name is a big plus,” Mr. Miyagi says. Suzuya plans to advertise the apartments in leading Japanese business magazines as well as through a 200,000-piece direct-mail marketing campaign aimed at wealthy Japanese. The mailing will include photos of Mr. Trump and his 118-room Palm Beach mansion, Mar-a-Lago, which he bought in 1985 for $5 million. In the text, Mr. Trump will sing the praises of investing in Florida, Mr. Miyagi says.
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By Jose de Cordoba
Full text: [Wall Street Journal] Mar 31, 1989
Strategic Planning for Direct Marketing
Companies are discovering the enormous potential that exists by using direct marketing (D-M) to reach their customers. Such interest has caused D-M to grow approximately 7% a year, about twice the rate of retail. Previously known as direct mail, D-M has become a very sophisticated form of promotion. It makes use of a range of advertising media on a highly selective basis to reach a well-defined target audience. The advantages of D-M include measurability, accuracy, personalization, and immediacy. Products with wide profit margins are more suited to D-M promotions than products with small margins. It is important to identify the objectives of the D-M promotion, such as increasing sales call effectiveness, disseminating information, obtaining orders, or conducting research. The steps in planning for D-M are: 1. writing the plan, 2. choosing the correct media mix, 3. obtaining a good mailing list, 4. ensuring proper addressing, and 5. informing the staff.
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Cote, Wilson
Full text: [Sales & Marketing Management in Canada] Apr 1989
Lady Luck Strikes Gold, And 14 Other Tips On Direct Mail
Advertisers must constantly make decisions on the best method to use to market and sell a product or service. Fifteen marketing tips for direct mail campaigns are described.
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Full text: [Sales and Marketing Management] Apr 1989
Is There Anything That Can’t Be Sold By Phone?
According to The Annual Guide to Telemarketing, in 1987, more than $115-billion worth of industrial products were marketed by phone. Despite this, a number of industrial marketers have misgivings about telemarketing. Some may think that their products and marketplace are too specialized for anything but face-to-face selling. There are many success stories that indicate telemarketing programs can produce results for a variety of companies. Experience shows that telemarketing may be managed differently from one company to the next, but, when it is done correctly, it is a versatile and cost-effective way to increase sales, manage accounts, and make the outside salesforce more productive. For example, industrial manufacturers can use telemarketers to reach low-volume or dormant accounts and coordinate sales efforts with direct-mail campaigns.
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Kelley, Bill
Full text: [Sales and Marketing Management] Apr 1989
Using Personal Letters to Build Your Business
Effective direct mail letters can add significant income to an insurance agency’s book of business. However, not all marketing letters or campaigns are created equal. To be successful, a direct mail letter must use the right words and concepts to get the reader interested and enthusiastic about insurance. Talking to people one-on-one, in a language they understand, is a powerful way to reach them. There are several examples of how real-life agencies are using down-to-earth direct mail letters to obtain more business from their current customers and to win new accounts. For instance, one agency uses a direct mail letter that explains the 5 benefits of doing business with them and requests that customers complete a simple one-page form and return it in a postage-paid envelope. Another agent alternates letters with handwritten, personally designed postcards. Direct mail has also proved successful with commercial insurance lines.
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Pasley, Kathleen A.
Full text: [Rough Notes] Apr 1989
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