SGS-Thomson’s Soup Cans Are “M’m, M’m Good”
The SGS-Thomson Microelectronics Inc. (Phoenix, Arizona) free “Cream of the Crop” soup can advertisement drew over 8,500 mail responses and scores of telephone calls. The ad targets a broad audience of design engineers, purchasing people, and top management. It invites readers to call or write for a free can of standard logic, linear, power, and voltage surge protection devices in surface mount and standard packages. According to Daniel Queyssac, president of SGS-Thomson, the “Cream-of-the-Crop” advertising and direct-mail campaign came about because the firm needed to make the market aware that it was able to sell a type of product that was available from other suppliers. Each can contains a list of distributors and sales offices, along with a qualifying business reply card for individuals desiring a short-form catalog or a phone call from a sales representative. The firm’s marketing staff also sent merchandising kits with T-shirts, note pads, and other material to sales engineers, sales rep, and inside salespeople.
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Tiersten, Sylvia
Full text: [Electronic Business] Feb 20, 1989
Imperial (s&l and margarine) part of promo
Imperial Savings (San Diego), a thrift organization built through mergers and acquisitions of 50 different organizations, recently based a promotion on its 60th anniversary. Imperial has a unique marketing strategy, decentralizing the marketing function and handling its 86 branches as franchises. The 60-year promotion was the idea of Imperial’s El Centro, California branch. The anniversary campaign included giveaways such as 60 pounds of Imperial margarine, 60 scoops of ice cream, $60 gift certificates, and 60 days interest on $1 million. In addition, the thrift offered 60-minute approval on car loans, 60% discounts on stock trade commission fees, and bonuses on 60 day or 60 month CDs. The promotion attracted $60 million in sales.
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Anonymous
Full text: [Bank Advertising News] Feb 20, 1989
Holiday Inn goes for the jocular
Briefly: Don’t leave campus without it. That’s the message of a big new marketing push aimed at college students by the American Express Card. Among the enticements: discount travel on Northwest Airlines and a new quarterly magazine, American Express Card Connections. Ad plans – by Ogilvy & Mather Direct – include a direct mail campaign; posters at student unions, dorms and libraries; and ads in student newspapers.- … A new TV ad for S.O.S. steel-wool pads stands out in the cleanser category. It scrubs out the hard sell for a soft sell. “It’s a new way to clean, a simple routine,” goes the upbeat jingle. “If it doesn’t come off under running water, S.O.S. it.” The ad is the first from the new S.O.S. agency, Griffin Bacal Inc. … A new ad campaign for K-Swiss – best known for tennis shoes – introduces a basketball shoe. … When Martin Sorrell captured JWT Group Inc., he proved that hostile takeovers of ad agencies are possible, even profitable.
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James Cox
Stuart Elliott
Full text: [USA TODAY (pre-1997 Fulltext)] Feb 23, 1989
Newspaper Wars
Newspapers have watched their share of advertising revenues gradually erode, while direct mail’s share has steadily increased over the last decade. Newspaper’s worst losses have come in the advertising insert business. Despite peace offers from the direct mail industry, newspaper publishers have vowed to wage an all-out battle against their rival. Their strategies include: 1. creating a multimillion dollar lobbying campaign to convince the Postal Rate Commission to boost 3rd class mail rates, 2. using sales tactics designed to win back advertisers by discrediting the effectiveness and value of direct mail, and 3. borrowing basic principles of direct mail to better target customers. Just after a victory that raised postal rates for direct mailers, the American Newspaper Publishers Association is now urging its members to use the power of their presses to inform readers how to get their names off mailing lists. Many direct marketers feel newspapers have a long way to go before they can effectively compete with direct mailing.
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Enscoe, David
Full text: [Target Marketing] Mar 1989
Hospital Builds Partnership with Seniors
The Albert Einstein Medical Center (Philadelphia, Pennsylvania) has introduced a program designed to help senior citizens cope with the paperwork that comes with any hospital stay. Targeted to the 55-plus age group, “Premier Years” offers a variety of free services, including health screenings, seminars, and regular newsletters. The program also assigns each of its members a patient advocate who will help them wade though the hospital’s bureaucratic maze. Einstein used an aggressive mix of direct mail, broadcast advertising, telemarketing, and print advertising to promote the program. All of the marketing components carried the same visual message – patients being buried by an avalanche of paperwork. To augment its direct mail effort, the hospital used a corps of registered nurses to handle an inbound and outbound telemarketing program. In just 9 months, the marketing effort generated 15,000 members for “Premier Years.”
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Anonymous
Full text: [Target Marketing] Mar 1989
Printing company uses its own expertise in D/M campaign
The disciplines of direct marketing are most applicable when there is a specific target audience. However, some of the information that is obtained for use by direct marketers raises questions about invasion of privacy. The technical capability exists to acquire vast amounts of information about Canadian consumers, including what they need, what they buy, why they buy, and from what stimulus they buy. Within this context, it is essential to address the place of information in society and what the role of government regulators should be. Direct marketers must deal with these issues in a positive way that benefits the consumer. The most significant threat to the growth and expansion of the direct mail business is governmental restriction on the use of information. Direct marketers must review their position and consider how to deal with the perception that marketers are using information to somehow harm people. A positive educational campaign could be launched to convey the benefits of targeted marketing.
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Full text: [Sales & Marketing Management in Canada] Mar 1989
Is Direct Marketing an Invasion of Privacy?
The disciplines of direct marketing are most applicable when there is a specific target audience. However, some of the information that is obtained for use by direct marketers raises questions about invasion of privacy. The technical capability exists to acquire vast amounts of information about Canadian consumers, including what they need, what they buy, why they buy, and from what stimulus they buy. Within this context, it is essential to address the place of information in society and what the role of government regulators should be. Direct marketers must deal with these issues in a positive way that benefits the consumer. The most significant threat to the growth and expansion of the direct mail business is governmental restriction on the use of information. Direct marketers must review their position and consider how to deal with the perception that marketers are using information to somehow harm people. A positive educational campaign could be launched to convey the benefits of targeted marketing.
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Johnson, James E.
Full text: [Sales & Marketing Management in Canada] Mar 1989
Telecommunications: MCI – Going the Distance
MCI Communications Corp. (Washington, DC) has used a remarkable coordination of television, trade, and general print advertisements – enforced in a timely way with direct mailings and sales calls – to convince the market that long-distance telecommunications is more than a network of wires. MCI’s commercials, all of which had a stylish look, targeted big-spending business customers and featured serious and successful but unpretentious go-getters who carried the message that MCI is a mature but aggressive company. That message was formulated at MCI headquarters and executed by Wells, Rich, Greene Inc. Television spots were followed by print advertising targeted at managers responsible for telecommunications purchases; high-level business leaders were reached via ads in publications such as the Wall Street Journal. MCI also used clever advertising in promoting its calling card and facsimile services. The firm’s success has resulted in market-share gains on AT&T.
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Sommerfield, Frank
Full text: [Marketing & Media Decisions] Mar 1989
Entertainment: Viacom – Smooth Tube
During 1988, Viacom Entertainment and Broadcast had record performances in domestic syndication as well as international syndication, television production, cable television, and broadcasting. Although it continued to report an overall loss due to a heavy debt burden, Viacom’s earnings for its entertainment division rose by 227% from 1987 to $61.3 million. According to management, the turnaround can be attributed to a significant reinvestment in marketing. New owner Sumner Redstone began hiring the right people and the resources needed to improve marketing soon after acquiring Viacom in 1987. While most of the marketing was aimed at direct mail and telemarketing, the Showtime/The Movie Channel division also returned to television with a campaign that emphasized its exclusive movies. Further, Viacom produced a record number of local promotions for MTV and large national promotions. Twenty-five advertisers toured 25 cities in a mall-show promotion for MTV.
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Mandese, Joe
Full text: [Marketing & Media Decisions] Mar 1989
Arts Presenters Find Ways To Increase Funding
During the last 2 decades, cultural accessibility in the US has grown tremendously. Those most instrumental in developing programming and raising artistic standards in their communities represent a special group within the ranks of arts administrators – the cultural presenters. Many presenters, burdened with rising artist fees and increased marketing and promotional costs, have had to find creative ways to tap their audiences and their local communities for support. At recent conferences, arts presenters have discussed innovative ways to raise the funding their programs need. Among the success stories is the Paramount Theatre for the Performing Arts (Austin, Texas), which used direct mail, newspaper advertising, in-house appeals, and benefits to raise $350,000. The University of California, Davis developed a long-term funding approach to involve donors more than they had been in the past.
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Reiss, Alvin H.
Full text: [Fund Raising Management] Mar 1989
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