Direct consumer contact: sending out the right signals
For lenders who wish to set up a direct consumer contact program over a three year period: 1) the first year should include communicating consumer service ideals to employees, researching existing customers, and beginning a media relations program; 2) the second year should see reevaluation and retooling of the product line to help customers and meet the competition, improving of real estate broker relations, and deciding which segments to target; and 3) the third year should start an official advertising campaign to communicate the firm’s strengths, preferably using media that include a response mechanism.
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Dunn, Warren J.
McFall, J. Michael
Full text: [Mortgage Banking] Dec 1986
Brand Report: Dollars & Scents
The women’s fragrance market has become obsessed recently with such problems as: 1. flat sales, 2. consumer price sensitivity, 3. the declining profitability of giveaway promotions, and 4. the challenge of copycat fragrances. With a few notable exceptions, minor gains have been the rule for women’s fragrances in recent years. Although buyers note a flurry of consumer activity generated by launches by major companies, the newcomers’ sales seem to be at the expense of the traditional volume leaders. To deal with the intense competition, some companies are experimenting with new forms of scent. Advertising creativity did not appear to be a priority until Calvin Klein’s recent successful launch of Obsession. A look at individual fragrances indicates: 1. Giorgio is the number-one seller and an industry phenomenon, pioneering 2 new marketing techniques — the use of direct mail and scented inserts, 2. Charlie, which still holds an impressive share of the market, now has a new campaign, and 3. Obsession garnered sales of $30 million in 1985 with daring and sensuous ads.
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Fine, Phyllis
Full text: [Marketing & Media Decisions] Dec 1986
MASTERFUL MARKETING OF MUSEUM MEMBERSHIPS
The museum has made its membership attractive by charging a flat $35 membership fee, unlike most museums, which offer a variety of membership options and then increase benefits as the membership fees rise. “The board (of trustees) feels it’s a museum for the people,” [Kerry Buckley] says. According to consultant Terry Whitney, who helped develop the direct-mail campaign, contemporary art museums traditionally have fewer members than historically oriented museums due to their limited focus. Whitney says MOCA has gained its large membership, in part, because of its marketing skills. The recent MOCA mailer encourages members to donate “even more” than its standard membership fee (Buckley says a “large percentage” did) and also allowed for memberships to be charged on credit cards.
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JANE GREENSTEIN
Full text: [Los Angeles Times (pre-1997 Fulltext)] Dec 1, 1986
No Samples Available!
As a result of differences among insurance agents, there are very few (if any) proven direct mail letters or techniques that will work for everyone who copies the approach. There are only proven guidelines for agents to use to match their marketing strategy to their product or service and the prospect’s needs in order to ultimately gain a new customer. Agents should ask themselves a number of questions about their products, competitive advantage, and the kind of mailing list that will be used before considering what letter will be used. The actual letter is one of the last steps in putting together a mail campaign. Principles that apply to every direct mail campaign are: 1. Know the specific objectives of the campaign. 2. Choose a mailing list carefully. 3. Make the specific offer clear and direct. 4. Select the format for the mailing after details have been determined. 5. Time the campaign for the best advantage. 6. Follow up after the mailing.
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Hostetler, James G., Jr.
Full text: [IS. Insurance Sales] Dec 1986
Major Consumer Acceptance Program Launched
The Direct Marketing Association (DMA) has undertaken a major project that could be of historical interest and importance to the entire direct marketing community. DMA’s high-level Task Force on Consumer Acceptance has devised a way to enlarge the base of people who shop from home by mail or telephone, influencing the light-to-moderate buyer to purchase more and converting nonbuyers. Market expansion will solidify shopping direct as a permanent part of US buying patterns. To obtain the objective of market expansion, 2 major thrusts were established. One will focus on customer relations and the ways direct marketers can improve practices to make shopping more pleasant, simple, and appealing. The other is a major communications effort, initially in the form of an aggressive consumer public relations campaign. Plans have been developed to establish a DMA Shop-at-Home Information Center, which will identify high-potential markets and create specially targeted communications materials.
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Johnson, William C.
Full text: [Direct Marketing] Dec 1986
Lawsuit Spawns Success Story
When Larry Schwartz and Pearl Sax, directors of the Fraud & Theft Information Bureau, found they were being sued jointly by VISA International and MasterCard International, they turned the experience into a golden opportunity to publicize and market their ”Bin Number Directory of All VISA and MasterCard Issuing Banks.” The directory allows retailers, mail order companies, and other credit card merchants to overcome the biggest failure of the VISA/MasterCard authorization system — the inability to verify that the customer is the actual card holder and not a thief. Merchants use bank identification numbers to call the appropriate bank for name and address verification on all transactions where the cost of a telephone call is justified. The Bureau claimed that the directory would allow many merchants to prevent 90% or more of all fraudulent credit card transactions and save them millions of dollars. The Bureau launched a successful campaign that included direct mail, space advertisements, and press releases.
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Anonymous
Full text: [Direct Marketing] Dec 1986
Bankers Embrace Telemarketing
An extremely important tool in financial services marketing is direct marketing, particularly telemarketing, both inbound and outbound. Three experts in financial services telemarketing discussed the state of their industry. Matthew Sola, a research associate with the Council on Financial Competition, explained that program managers see a synergy between direct mail and telemarketing. Elmer Reynolds, a telemarketing analyst and training program developer for Indiana Bell, noted that introducing the personal element via telemarketing and adding that to direct mail is the key. Mark Rieman, president of Smartline Corp., pointed out that cross selling additional products to depositors cements their relationship to the bank. Customer information files will become important to successful cross-selling campaigns. The experts agreed that one of the big problems for direct marketing in banking is that many programs are not structured to be tracked.
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Anonymous
Full text: [Direct Marketing] Dec 1986
Target Marketing: A Way to Match the Right People and Products
Target marketing involves making the fullest use of demographics to identify and reach specific customer segments with a message tailored to their particular needs. ISFA Corp. (Tampa, Florida), whose INVEST full-service securities brokerage program is available to subscribing thrifts and banks, recently developed a target marketing program. The firm’s marketing campaigns combine market segmentation and direct mail with more traditional bank marketing instruments. Certain strategic questions are central to the target marketing process. The answers will tell: 1. who the customers are, 2. what they want, and 3. which groups represent the greatest potential for the institution. Detailed descriptions of targeted customers will allow the institution to better select products and services to market to them. At the outset of the INVEST campaigns, training is provided to a broad range of employees, and an intensified customer referral system is designed and implemented by the institution with ISFA’s support. To boost motivation, incentives are given to those who reach sales or referral quotas.
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O’Brien, Sheila K.
Full text: [Bottomline] Dec 1986
Rediscover Split-Run Test
An excerpt from the book MaxiMarketing explains the Caples method of comparing 2 advertisements. The Caples method is a viable way to test different appeals, product attitudes, and presentation methods in awareness advertising. The testing can be done in any medium in which absolutely equal A-B splitting can be done, including direct mail and magazine advertising. A split-run test of 2 different appeals can be less costly than other types of measurement. In addition, the Caples method can be combined with services like BehaviorScan to link brand ad response to sales to indicate which ad will produce more sales. The efficiency of most advertising can be improved by incorporating a direct-response offer in the ad and by split-testing several approaches that have the same direct-response element. Results from the testing should be incorporated into the ad campaign’s rollout.
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Rapp, Stan
Collins, Thomas L.
Full text: [Advertising Age] Dec 1, 1986
Direct Response Strategies for Television
Panelists at a session of the Direct Insurance Marketing Council during the annual conference of the Direct Marketing Association discussed the use of television as a strategic element in solving marketing problems. Two members recounted how television has been used as a strategy by National Liberty Corp. for the past 15 years. In the 1970s, the insurer successfully poured $10 million into television messages to support its heavy advertising in newspapers. Today, the area of financial services is at the forefront. It has been a challenge to sell insurance products for banks. Selling insurance products in a grocery store was emphasized through convenience. Marketers must tailor the creative to fit the endorser when advertising on TV. This approach offers a strategic advantage through audience identification with personalities. Television is a powerful medium, offering sights and sounds, but advertisers have only a few seconds to get their message across and to get viewers to respond.
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Maher, Thomas M.
Full text: [The National Underwriter] Dec 5, 1986
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