The World . . . A Step Away
With barriers to international trade diminishing, many direct marketers are targeting their campaigns to an international audience. One of the nation’s most cost-efficient and effective means of reaching this market is through the US Postal Service’s International Surface Air Lift (I-SAL). For mailers able to meet the 50-pound minimum weight requirement, I-SAL will deliver printed literature for prices ranging from $2.22 per pound to $3.90 per pound. Mailers also are required to separate and bag their mail according to the country of destination and process forms according to country. As a result, a number of firms have been created to process mail for entry into the I-SAL system and to combine mail to meet the poundage requirement. In addition, several private firms have set up delivery services that take international direct mail from a company’s door and drop it directly into a foreign mailstream. At the final destination, local postal administrations generally are equipped to handle the volume.
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Anonymous
Full text: [Target Marketing] Jul 1988
Selecting The Agency That’s Right For You
In selecting an advertising agency, looking at recent work performed for current clients is better than reviewing speculative creative presentations. It is best to look at campaigns done for clients that have similar marketing situations. In addition to reviewing work done for major advertising media, direct mail campaigns and work for specialized media should be evaluated. It also is good to meet the senior creative people at the agency. In addition, the agency’s media planning and budget allocation should be examined. The agency’s capabilities in research, merchandising, and public relations also need to be considered. Before hiring an agency, try to specify which services are considered billable or commissionable. To aid in the selection of an agency, the services of a consultant who specializes in matching clients with agencies can be retained.
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Knobler, William
Full text: [Sales and Marketing Management] Jul 1988
How Form of the Monetary Incentive Affects Mail Survey Response
A study was conducted to determine whether successful direct marketing techniques would be effective in encouraging response to a mail survey. Subjects were 600 persons randomly selected from the current telephone directories of 2 large cities. The subjects were provided with one of the following incentives: 1. 25c coin, prepaid, 2. 25c personal check, prepaid, 3. 25c money order, prepaid, 4. 25c sweepstakes, postpaid, 5. early-bird incentive, postpaid, and 6. no incentive for the control group. The study used a 6-page questionnaire that contained questions about product tamperings, demographic questions, and a 17-item Morality-Conscience Guilt Scale developed by Mosher (1968). An analysis of variance revealed a significant difference among the groups in response rate. A modified least-significant difference test showed that the 25c coin incentive produced a higher response rate than did the sweepstakes approach. None of the incentive appeals yielded a significantly higher response rate than the control appeal. In terms of cost per usable return, the control appeal and the 25c coin incentive were the most cost-effective.
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Dommeyer, Curt J.
Full text: [Market Research Society. Journal of the Market Research Society] Jul 1988
Trade Shows: Building Image on a Budget
Companies desiring to present a polished image at trade shows do not have to spend a fortune if they make use of economical solutions ranging from portable displays to rented exhibits. At one of its first trade shows, Glen Industrial Communications used a portable pop-up frame plus smaller pop-up units to extend the exhibit. It also hosted a hospitality suite after the show. This strategy was so effective that Glen met its sales goals for the show. For a larger show, Singer Co.’s American Meter Division rented a custom-designed exhibit from Impact Exhibits Inc., using its versatile “Octanorm” system of panels and structures. In a campaign to market its Security Industry Buyer’s Guide, Bell Atlantic chose a portable display with graphics that could be easily changed to reflect its advertisements and direct mailings. The firm plans to re-use the display for sales presentations, meetings, and general advertising at corporate headquarters.
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Anonymous
Full text: [Marketing Communications] Jul 1988
Disribution/Advertising: Continental Options
There are various routes for companies that wish to distribute and sell in Europe. Buying a competitor has a more or less predictable market share, turnover, and financial return as its main attractions. However, within a few years, communications problems arise, and there are product complications. Using agents and distributors is an alternative that represents the least risk and offers the illusion that the agent or distributor will do everything. Things begin to slide after the first quarter, and distributor advertising becomes composed of different and sometimes embarrassingly bad campaigns over a year’s time. Although it is impossible to prove, the longer view of starting from scratch seems to pay off. A proactive approach to advertising at the time of acquisition enforces unity and averts subsequent identity crises. A campaign should be created, typically using both an ad campaign to promote the firm and product strengths and a direct mail program that is adaptable to the specific service offered by each distributor.
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Parker, William
Full text: [Industrial Marketing Digest] Third Quarter 1988
Consumer Techniques To Build A Business Database
Often business-to-business markets resemble consumer markets very closely. Direct mail techniques that can be used to build and enhance a list of business consumers include the questionnaire and the incentive. The questionnaire will not give the comprehensive response of a telephone survey, but it has certain advantages: 1. Individuals returning a questionnaire of their own volition are responsive and feel some affinity with the sender. 2. Questionnaires usually can obtain more detailed information than a telephone survey. 3. Questionnaires are the only cost-effective way to reach a large number of prospects. If a great deal of information is needed, it should be asked for on the questionnaire. The form should be easy to fill in and properly precoded for response analysis purposes. Incentives can take the form of: 1. a gift for completing the questionnaire, 2. a prize draw, or 3. a continuous benefit. The incentive should be tested, and sales promotion regulations must be kept in mind. The incentive can be used to regulate the quality and the quantity of the response.
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Howells, Robert
Full text: [Industrial Marketing Digest] Third Quarter 1988
Hospital Campaign Hits Home
In less than a year, Stormont-Vail Foundation (Topeka, Kansas), the fund-raising arm of Stormont-Vail Regional Medical Center, acquired 2,500 new donors and raised $100,000. After years of purchasing broad-base advertising, the 506-bed hospital found it could reach far more people on a more personal level through direct mail. John Glassman, the foundation’s director of marketing and executive vice-president, says that direct mail allows the medical center to dispense information and build a relationship that has helped it establish credibility. A new Neonatal Intensive Care Unit was a major impetus for the Stormont-Vail Foundation and the highly successful BIG HEARTS for Little Hearts campaign. For the campaign, the hospital invested $60,000 in a separate donor management system to build a donor base, and Stormont-Vail physicians signed a series of letters written in laymen’s term that told stories about the children in the neonatal unit.
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Grout, Pam
Full text: [Fund Raising Management] Jul 1988
Capitalize On The Four Stages Of Business Products
Selling to businesspeople is made more difficult when mailers fail to pinpoint the marketing stage in which they are trying to sell. The 4 stages are: 1. introduction or education, 2. familiarization, 3. competition-between-suppliers, and 4. market shakedown. Half the secret to an ever-increasing direct mail pull is presenting the right appeal at the right time; the other half is getting out regular mailings. To make direct mail work and produce increased sales and profits, it is necessary to experiment, to test, and to try every idea. By recognizing the stage in which the sale is operating, it is possible to use the letter language that sells. When the right appeal is combined with consistency and the willingness to keep up mailings, the chances for success are considerable.
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Brock, Luther
Full text: [Direct Marketing] Jul 1988
Management profile: Citibank’s Bailey: the leader discusses the credit card’s future
At Citibank (New York City), James L. Bailey oversees the world’s biggest bank card operation which includes 10 million accounts that have $10 billion in receivables. Bailey believes that the bank’s current 10% market share is “unsatisfactory,” however he is not relying on direct mail or affinity marketing to attract new customers. Citibank’s is moving from direct mail to a campaign that emphasizes sensitivity to customers. Bailey believes that college campuses and the travel and entertainment market present bank card marketing opportunities. Citibank is also counting on consolidation to expand its market share.
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Cantrell, Wanda
Full text: [Credit Card Management] Jul 1988
It’s in the Mail
The secret to success in the mail-order business according to a leading authority in the game, Maxwell H. Sroge, is to “find a niche and fill it.” Pat and Debbie MacDougall, co-owners of MacDougall Marketing, have not only found their niche, they’ve virtually sealed it up. Pat and Debbie sell stickers — the kind that teachers plaster onto the workbooks of their students for work well done. Using direct mail marketing, the husband and wife team has pitched catalogues and order forms to virtually every elementary school teacher in the country. The result last year was $475,000 in gross sales. Now that might just be loose change on the ledger of a corporate blue chipper, but it’s hardly shabby when you consider a single sticker sold alone, barely rivals the price of bubblegum. (excerpt)
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Noel, Kevin
Full text: [BC Business] Jul 1988
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