Karl Rove: Direct Mail Consultant
In the mid-1970s, Karl Rove found himself as finance director of the Republican Party of Virginia. The party had debts of a hundred-and-some-odd thousand dollars; the most money ever raised was $110,000 in 1972. “I’m the kind of guy who walks around with his paycheck in his pocket for five or six days, so I ask myself, ‘What am I doing raising money?’” There wasn’t even a big-dollar event coming up. What Rove did have was a magenetic tape of 30,000 names of people who tributors. That was Rove’s introduction to direct mail. More than $400,000 was raised by the state party that year. (excerpt)
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Anonymous
Full text: [Austin Business Journal] Sep 02, 1985
Ind. Agent Herb Glanz at Your Service
Herb Glanz is an independent insurance agent in Holbrook, Massachusetts. His Suburban Insurance Agency (SIA) has no telemarketing program and does no direct-mail campaigns, but rather depends upon professionally run advertising campaigns and client referrals. SIA serves as a buffer between its clients and the large insurance companies, and Glanz extends his firm’s spirit of empathy to voluntary community projects and social groups. He also makes his insurance expertise available to accountants and attorneys, who in turn often refer their clients to his agency. SIA’s custom-built office building attracts prospects, and the friendliness and responsiveness of its staff puts clients at ease. Glanz’s somewhat old-fashioned philosophy of service contrasts with the company’s lavish computer terminal operation, which includes: 1. a computer terminal for every employee, 2. a computer profile of each client’s coverage, 3. a word-processing program containing over 200 form letters, and 4. internal computer-produced statistics on cash flow, profitability, and productivity.
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Friedman, Sam
Full text: [The National Underwriter] Sep 6, 1985
Marketing today: ads aim to make Exchange National the Michelob of banks
Exchange National Bank of Chicago’s $625,000 advertising campaign is aimed at introducing the bank to middle market companies run by successful entrepreneurs, and emphasizes a sophisticated, business-oriented image. The campaign will include television commercials featuring the bank’s art and photograph collection and its top chef; the bank will also use print advertising, direct mail, and a corporate calling program.
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Bennett, Andrea
Full text: [American Banker] Sep 10, 1985
The Hard Drug Push
Government regulations and restrictions have had a devastating effect on the pharmaceutical business in the UK. The Pharmaceutical Price Regulation Scheme has served to reduce the price of drugs and limit the amount that can be spent on promotion. Drug manufacturers are only allowed to spend 9% of the value of National Health Service (NHS) sales on promotions. According to Frank Middleton of the Update Group, this has made some magazines suffer a 30%-40% drop in advertising revenue. The increased popularity of pharmacists has led some drug companies to direct promotional campaigns toward them. Their goal is often to gain valuable display space for specific preparations. Drug companies can still produce educational material without restrictions, and Update Group is very active in this area. It produces a variety of sponsored publications and stages audiovisual-based workshops that use interactive video and computers. These help keep doctors up to date on the latest developments in specialized fields.
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Clayton, Ken
Full text: [Marketing] Sep 19, 1985
Auto Makers Set New Ad Strategy to Reach Women
Car marketers are taking new steps to attract women: 1. Chevrolet is diverting 30% of its television budget to prime and daytime advertising to women. 2. Chevy is sponsoring a nationwide series of career conferences for women. 3. Chrysler is testing preapproved credit in a direct-mail program aimed at 25-to-44-year-old women. 4. Oldsmobile is establishing awards honoring professional women. Women spent $30 billion last year on new-vehicle purchases and influenced another $60 billion in purchases. A study for Family Circle reveals that women are involved in 81% of all new-vehicle buys, and some 65% of women feel misrepresented by advertisements that imply that women are interested only in a car’s appearance. The easing of import restrictions and the marketing of new low-end cars from Japan, Korea, and Yugoslavia have added to the domestic car makers’ desire to attract women buyers. Currently, one of the most successful strategies is to balance men and women in ad execution rather than appeal to special groups. Women are a varied group and should not be marketed as a single group.
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Snyder, Jesse
Serafin, Raymond
Full text: [Advertising Age] Sep 23, 1985
Non-Profit Postal Subsidy — A Contrarian View
Some direct marketers oppose the possible elimination of the federal subsidy of non-profit mail rates. They maintain that the end of the non-profit mail subsidy would mean an end to the support of charitable organizations via direct mail. Actually, there is no difference between the non-profit mailing subsidy and subsidies for other industries. A lot more could be accomplished for the direct marketing industry by focusing on the real problems affecting mail delivery. The end of a mail subsidy would allow the marketplace to determine who deserves the most support. This would produce a more prosperous, healthier non-profit mailing industry free of artificial supports. Opening up the mail delivery service to the marketplace will result in savings to the consumer that will benefit everyone.
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Eberle, Bruce
Full text: [Zip Target Marketing] Oct 1985
Eleven Tips
Guidelines for improving the envelopes of direct-mail pieces are suggested: 1. Type the recipient’s name and address on a closed face envelope without corner card or teaser copy. 2. Print an individual’s name above the company name in the return address section. 3. Use a window envelope. 4. Use double window envelopes to attract attention. 5. Use an odd-sized envelope. 6. Indicate on the envelope that something is being offered for free. 7. Use 2-color envelope printing. 8. Make use of bulk mail for the cost savings unless the perception of one-on-one communication is important enough to justify the expense of first-class handling. 9. Write teaser copy that targets the audience. 10. Write teaser copy that creates the desire for more details. 11. Employ a variety of teaser techniques.
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Anonymous
Full text: [Zip Target Marketing] Oct 1985
Ambitious Goal
The Direct Mail Advertising Association (DMAA) has begun an ambitious program to bring in 1,000 new corporate members and 2,200 individual members before mid-1986. Mike Faulkner, vice-president for membership development, heads the project. To accomplish its new goals, DMAA instituted a telemarketing campaign that was tested for about a year. Inquiries are followed up by a phone call to obtain information. This information becomes the basis for a mailing piece directed at the needs of the inquirer. Then, a member of the telemarketing staff tries to enroll the prospects via telephone. Currently, 13% of prospects are being signed up, but the ultimate goal is 16%. DMAA also uses its telemarketing staff to contact members to determine how DMAA is meeting members’ needs. The telemarketing program, which will cost about $200,000, is expected to bring in some $1 million in new membership revenue. A computerized database is being installed to assist the telemarketers.
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Anonymous
Full text: [Zip Target Marketing] Oct 1985
Workshop: how to use telemarketing
Telemarketing is an effective way to reach customers, if telemarketers are well trained and prepared to answer possible questions. Instead of hiring outside telemarketing experts, a company can design its own campaign, but it is important to: 1) avoid a high caller turnover; 2) set company objectives; 3) prepare a script for outgoing calls; 4) prepare responses for ingoing calls; and 5) decide what method should be used to evaluate and follow up results.
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Curran, Josephine
Full text: [The Public Relations Journal] Oct 1985
Insurance and banking: you can arrange a happy marriage
Banks should include insurance in their product lines. They can enter the insurance business by: 1) becoming a list broker; 2) forming a joint venture with an insurance company; 3) hiring a marketing consultant to develop a plan; or 4) forming a private label or reinsurance company. When entering insurance, banks should initially offer only casualty products and market aggressively through a strong local advertising campaign and direct mail. Simplicity and a full commitment are essential to the program’s success.
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MacDonald, Robert W.
Full text: [Pacific Banker] Oct 1985
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