U.S. consultants in demand for polling foreign elections
On the other side, Paul Manafort, a partner of the prominent consulting firm Black, Manafort and Stone, provided technical assistance to the [Ferdinand Marcos] government during the election period, mostly in dealing with the news media in the United States. In South America, Europe, Africa, Greece, Israel and other places, U.S. consultants are marketing their skills in polling, television advertising, direct mail and even the exit polls used by television to project winners. “I don’t think the world is suffering because of a spread of American media consultants,” says consulting magnate David Garth, who has handled many campaigns around the world and in the United States.
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JUDI HASSON
Full text: [Houston Chronicle (pre-1997 Fulltext)] Jul 6, 1986
LAW SCHOOLS TURN TO COMPETING TO WIN STUDENTS
”We don’t use the word ‘admission’ around here anymore,” said Mr. [Leland Miles]. ”Now we talk about ‘recruiting.’ ” To sustain a flow of at least 200 first-year students, the law school has replaced its top leadership, overhauled its curriculum and adopted new marketing techniques ranging from merit scholarships and computerized direct mail campaigns to campaigns by telephone. Therese I. Arsham, director of career counseling at the University of Miami School of Law, said that the television series ”Miami Vice” had helped recruiting by picturing its home as a ”sophisticated international city.” As for the crime and violence that make up the plots, she said, ”It’s a reason to practice law in Miami, though not necessarily to study there.” In January the Law School Admissions Council published a five-page ”Statement of Good Admission Practices” on a trial basis. In addition to declaring that applicants should be free to choose among offers of admission and financial aid ”without penalty” until April 1, it stated that admissions professionals ”should be forthright and accurate in providing information about their institutions.”
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EDWARD B. FISKE, Special to the New York Times
Full text: [New York Times] Jul 7, 1986
Catering a la Carte
The UK contract catering firm Gardner Merchant has enjoyed 14% growth for each of the past 7 years, emphasizing that service is as important as food. The firm’s increased marketing efforts include: 1. a press campaign aimed at decision makers, 2. the allocation of L250,000 for reaching new prospects, and 3. planned direct-mail and public-relations events. Costs are reduced through bulk buying and also by using quality employees to increase efficiency. Gardner Merchant is looking to the US and its home base for future growth. Its biggest competitor, Compass Services, plans to spend L500,000 to gain market leadership in the next 3 years. Compass claims to be showing the way toward planned healthy eating with its Health Line Service, and it sees the banking and finance sector as a growth area. Sutcliffes, the UKs 3rd-largest contract caterer, considers London so important that it has opened an office there. There is ample room for expansion, since self-caterers currently serve only 30% of the estimated market.
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Gerrie, Anthea
Full text: [Marketing] Jul 24, 1986
Marketing today: California’s Glendale Federal S&L solicits shareholders as customers
Shareholders of Glendale Federal Savings and Loan Association is using a direct mail campaign to solicit business from its shareholders. The thrift is offering incentives including a Statue of Liberty commemorative ingot and bonus interest rates to encourage shareholders to open accounts. About 66 new accounts have been opened for a total of $816,000 in new deposits, mostly in CDs.
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Light, Gordon F.
Full text: [American Banker] Jul 29, 1986
You Gotta Look Sincere
Gail Chrystal, president of the Chrystal Direct Marketing Group (Chicago, Illinois), thinks that the best direct-mail packages for insurance give the consumer the feeling that they were sent by human beings. Chrystal’s recent hospital stay lent itself as the basis for a case history approach to a direct-mail campaign for medical insurance. She also utilized ”sincerity” in the campaign. The campaign generated 20% more responses than the previous effort. Chrystal used creative printing and folding methods to make consumers feel that a company executive had sent correspondence personally in another package. An automobile insurance solicitation package specifically addressed the concerns of the target audience. All these packages had common elements: 1. the injection of a real person, 2. identification with the consumer’s thought processes, and 3. a ”soft” sell of basic products.
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Anonymous
Full text: [Manager's Magazine] Aug 1986
Budget-Minded Direct Mail Testing
Direct-mail testing techniques that are best for active mail marketers may not be the most efficient for companies with limited market sizes. Testing can require large budgets and list universes for wide-variation testing. However, microkey testing does not provide rich information, but it is an economical way to test limited size lists and packages in an orderly, scientific manner. Wide-variation testing uses test configuration mapping test packages, listing test samples and combinations to determine which key provides the best response. Microkey testing ranks individual lists according to how each performs across all test packages. Microkey testing keys are composed of one coded package and one coded list, but the small size of microkeys means that they are not statistically reliable. Microkey testing is a sensible alternative when conditions argue against full-scale, statistically reliable multilist and multipackage testing programs.
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Alpert, Shell R.
Full text: [Business Marketing] Aug 1986
Lists Needed for Card Packs
Card packs have expanded into the consumer and educational markets. Now, almost any list is considered a market for card packs. Efforts are under way to direct a card pack to students who recently have taken or are about to take the Scholastic Aptitude Test; colleges and universities are the advertisers in the deck. Including envelopes in the deck would enable card-pack advertisers to get a check with the order. Companies considering using card packs need to determine the proper target group. All of the names the packs are mailed to should be proven mail-order shoppers. Computer companies are experiencing hard times with their decks primarily because of strong competition in that industry, but Lynn Bromberg of BRC Co. sees no signs of a slowdown for card packs. Other industries using card packs include travel agencies and beauty salons, indicating that an increasing number of industries are using card packs.
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Anonymous
Full text: [Target Marketing] Aug 1986
How to Cash In on Business-to-Business
Direct response is replacing face-to-face selling since the profit margins for products or services at many companies cannot support the high expense of person-to-person sales calls. There are various business-to-business mail categories. Solo mailings, for example, produce fast sales results in a short time. Catalogs produce sales over a wider time span because they are kept for a longer period. There are mailings to generate qualified sales leads and others that inform consumers about company products or services. Mail surveys gather demographic, psychographic, and attitudinal information to help develop products, advertising, and future sales. For the future growth of the direct response industry, direct mail services must expand, telemarketing must become more effective, and better ways must be found to show and talk about products through the mail.
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Dorney, Robert C.
Full text: [Target Marketing] Aug 1986
Does Color Boost Response?
The use of color can work for certain mailing campaigns if the gross margin of the product can support the added expense of color. Generally, 4-color should be used in mailings targeting consumers, but it is not necessary for those directed to business. Image, message, and response are factors to consider when deciding whether to use color. Determine if the product itself needs 4-color treatment, or if it can be demonstrated as effectively with 2-color or black and white. Some products, such as office furniture and photocopiers, need to be displayed in 4-color to achieve full impact. Four-color in a letter for consumer mailings can reinforce graphically other parts of the package. However, John Coe of Coe Marketing warns not to use color on the envelope. Ultimately, the overall view of the entire marketing program will determine the use of color.
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Hanley, Kevin
Full text: [Target Marketing] Aug 1986
Affordable Marketing Menus
It’s possible to run a high-return marketing and advertising program on a low-cost budget. Possible, but not easy. The key is smart spending — to get the most “bang for your bucks.” And to do this you have to work hard at it and buy carefully . . . a la carte. Quality is what matters, whether you spend $5,000 or $50,000. What’s different is quantity, because you can’t afford the smorgasbord on a limited budget. You must pick and choose those marketing elements that can be tied to a specific objective and that can achieve measurable results. And then you’ve got to cook up good ads and materials or the whole meal will be a waste of money. (excerpt)
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Berglund, Barbara
Full text: [Mercer Business] Aug 1986
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