Merrell Advertising Takes a Bough
A. Kent Merrell’s agency, Merrell Direct, is this year’s winner of the Henry Hoke Award for their Silver Mountain Christmas Trees account. A successful Grocery-Bag-O-Gram campaign designed by the agency attracted the winning account. The challenge the agency faced with Silver Mountain was to enable the firm to market its Christmas trees to nurseries and garden centers in an increasingly competitive market. The campaign was designed around the Gourmet Christmas Trees concept and is quite valid for future years because the firm can presell much of its harvest years in advance. A 2-part mailing was designed to capture and retain client interest. The first mailing was a corrugated cardboard box containing a can of Silver Mountain Christmas Tree seeds, and a 2nd mailing was sent to all that did not respond to the first. The first contained a recipe book on how to grow and maintain trees, while the 2nd had further information and a free-tree request card. The Grocery-Bag-O-Gram cost just $145 and yielded 16 responses.
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Anonymous
Full text: [Direct Marketing] Nov 1987
Testing Direct Mail: The Seven Deadly Sins
There are 7 so-called “deadly sins” of direct mail marketing. The first is believing that the laws of probability apply to all direct mail tests. The 2nd is blindly depending on the use of a probability scale to help predict the percentage response to a first-time direct mail test. The 3rd involves the assumption that extra-large test samples are much safer than smaller samples and, therefore, are worth the extra cost. The 4th is thinking that the reliable projectability of an original direct mail test is determined by the size of the list of samples used. The 5th sin involves concluding erroneously that the past performance of a given mailing can predict the likely response to a new package or to the same package mailed to a new address. Sin number 6 involves thinking that the response performance can be assessed by testing how well it performs when mailed to several different lists. The 7th sin is blindly believing that one should never test more than one variable at one time.
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Alpert, Shell R.
Full text: [Business Marketing] Nov 1987
Current financial advertising: Household ads ask consumers what it takes to make them switch
Prior to opening in June, Household Bank FSB (Columbus, OH) ran a two-month newspaper and direct mail campaign that asked what features would induce customers to change banks. The most commonly given consumer responses were utilized in a round of news ads, radio and television spots, and billboard advertisements for the savings bank. Direct mail sweepstakes were also used to bring customers into the bank. Handled by Tatham, Laird and Kudner, the ads were recognized as “Ad of the Month” in Ad Trends.
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Zdravich, John
Full text: [Bank Marketing] Nov 1987
Current financial advertising: postcards target Pa. consumers with light humor
Philadelphia households from a Coles reference directory which seemed likely to have investable funds were targets of a late summer direct mail campaign by Progress Federal Savings Bank (Plymouth Meeting, PA) consisting of three post cards mailed out every two weeks with handwritten messages on the back describing Excell account pricing advantages. The front of the post cards bore vacation-type scenes, with a “Getting great rates, wish you were here!” tagline. The campaign cost $5,700.
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Zdravich, John ti
Full text: [Bank Marketing] Nov 1987
Current financial advertising: Utah bank ads allay public fears of growing loan interest rates
To boost home equity credit sales, First Security Bank (Salt Lake City) conducted telephone surveys and focus groups to find out what customers wanted. The result was a product with a 13.25% rate cap until the end of 1990, which the bank advertised in Utah and Idaho newspapers showing two vertical print ads of identical format, with a yo-yo dropping and a yo-yo rising, to illustrate the rate security of the product, and a tagline calling the loan the “only home equity rate cap offer.” Thereafter direct mail glossies using the same image were mailed to bank customers and other targets.
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Zdravich, John
Full text: [Bank Marketing] Nov 1987
Product news/marketing: cable TV backs direct mail
Many banks and other financial institutions already use direct marketing to increase sales, but in order to maximize the effectiveness of such a sales strategy a multimedia approach should be used. One such method is local cable television advertising linked to direct mail campaigns to the cable subscribers. The success of such a program depends on a “strong, centrally directed marketing program.”
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Kweller, Robert
Full text: [National Underwriter] Nov 9, 1987
CU doubles share drafts
Arizona Federal Credit Union has doubled its volume of new share drafts with a newspaper advertising campaign which attacked bank checking accounts. The ad included a clip-out coupon which could be redeemed for $5 when opening a new share draft account. The promotion was given added impetus when a local bank informed its customers that it was increasing its monthly checking fee.
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Anonymous
Full text: [Bank Advertising News] Nov 9, 1987
Product news/marketing: investment-sensitive products: after crash, a new ballgame
On the day of the stock market crash, the Reich Group, a specialist in direct response marketing of investment products, was ready to proceed with a direct-response advertising campaign promoting a new mutual fund administered by the American Medical Association. The day’s events did not deter the AMA or Reich, which simply formulated a new marketing strategy that incorporated a confidence-building letter from the president of AMA Advisers, the offering group, and information about the long-term benefits of the fund. This strategy of promoting long-term benefits and service will continue to be a cornerstone in marketing in the new investment climate.
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Maher, Thomas M.
Full text: [National Underwriter] Nov 16, 1987
Investment-Sensitive Products: After Crash, a New Ballgame
When the stock market collapsed on October 19, The Reich Group, specialists in direct response marketing of insurance and other financial products and services, had been about to announce a major campaign for marketing mutual funds for a major client, AMA Advisers Inc., a subsidiary of the American Medical Association (AMA). Following the collapse, the marketing team of the AMA Advisers reassembled and realized that confidence had to be rebuilt before mutual fund sales could be built. The campaign was redesigned to deemphasize the short-term growth potential of mutual funds and to emphasize the longer term outlook. A lead generation kit was replaced by a straightforward letter that is reassuring and personal. A key role in rebuilding consumer confidence will be played by the marketing communications industry, according to Mort Reich of The Reich Group.
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Maher, Thomas M.
Full text: [National Underwriter] Nov 16, 1987
How to Join the Ad World
The job market for advertising students is tight, with mergers, layoffs, and huge account shifts increasing competition even among agency veterans. Because there are fewer entry-level jobs, students are learning to market themselves. The portfolio remains the student’s biggest marketing tool. Some experts suggest creating advertisements for brands that are not advertised, to give portfolios a distinctive look, while others recommend emphasizing campaigns rather than single ads. Students are advised to get exposure to agencies, to gain contacts, and learn the real world of advertising. While students in the past concentrated their efforts on the top agencies, many now look at smaller agencies and markets, but most prefer to remain in New York. Learning the trade at a small agency can be a valuable experience. Some students now try to break into advertising by pursuing jobs in related fields, such as design or direct marketing.
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Spethmann, Betsy
Full text: [Advertising Age] Nov 16, 1987
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