The Fundamentals of Planning or How to Write a Successful Direct Marketing Business Plan
An effective direct marketing plan includes 12 elements: 1. The introduction establishes the “why” of the campaign. 2. Marketing objectives detail how the organization will benefit from the campaign. 3. Setting communication objectives involves determining what message the firm wants to convey about the product and the company. 4. A target market must be identified and plans made for how to reach it. 5. The marketing strategy details how the objectives will be met. 6. The communications strategy involves determining how each part of the campaign will be designed to meet the objectives. 7. Market penetration involves quantifying media options and costs. 8. Relatively precise figures should be used for budgeting. 9. Forecasting involves putting on paper what is expected to be achieved. 10. A reverse timetable should be included that works back from the insertion date. 11. Fulfillment involves detailing what will happen to responses. 12. Results are the final element.
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Taylor, David
Full text: [Sales & Marketing Management in Canada] Jun 1988
Making the Most of the Mail
Although free-standing inserts accounted for over 72% of coupon distribution in 1987, direct-mail couponing’s share increased from 4% in 1986 to 5.3% in 1987. A major factor contributing to the growth of direct-mail couponing is computerized technology, specifically the ability of direct mail to target and the growing interest of consumer product marketers in database marketing. Differences between direct-mail programs are becoming more apparent and generally are leading in the direction of greater selectivity/targeting. The dominant force in mailed couponing programs, Donnelley Marketing’s Carol Wright, has the greatest number of participants in relation to the largest circulation. Other programs include Metromail Corp.’s Red Letter Day coupon co-op, Larry Tucker Inc., and Advo’s Mailbox Values. Other direct-mail programs are built around each company’s ability to individually code coupons so they can be traced after redemption, ultimately building a database to target customized incentives.
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Bowman, Russ
Full text: [Marketing & Media Decisions] Jun 1988
Consumer Reaction To A Direct-To-Consumer Prescription Drug
To assess the outcome of a direct-to-consumer prescription drug advertising campaign in terms of patient behavior during a doctor’s office visit, 4 physicians and 50 patients from each practice participated in a study. The patients all were scheduled for routine examinations. The patients were mailed fictitious advertisements for an antiarthritic and a skin patch antihypertensive 10 days and 3 days prior to their office visits. A total of 155 patients were observed in their physicians’ offices by their doctors, and 94 patients returned usable questionnaires. Of the 155 patients assessed, 13 demonstrated drug inquiry behavior. Asking questions about the drugs was the only behavior observed. The proportion of consumers responding to the advertising stimulus was significantly more than zero. The only consumer traits found to be related significantly to drug inquiry behavior were the incidence and severity of the 2 medical conditions depicted in the ads. Patients may not attend to the ad information if they do not have one of the conditions. The consumer may exit the information processing model and no overt behavior will occur if attention is not focused.
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Perri, Matthew
Dickson, W. Michael
Full text: [Journal of Health Care Marketing] Jun 1988
Viewpoint: testing — lifeblood of direct marketing
Testing is essential to direct marketing’s success. Pretesting of a campaign’s creative element seems attractive, but is hobbled by a severe problem: no method has yet been found that eliminates the “lying quotient” (people giving answers to questions that say how they think they should act, not how they really will behave). Until an accurate pretesting method is found, marketers will tend to avoid this technique.
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Smith, Robin B.
Sayer, David C.
Full text: [Journal of Direct Marketing] Jun 1988
Getting Established in the Professional Market
Gaining a good reputation in the financial services industry is difficult, since there are hundreds of established professionals already working in any given area. One agent succeeded by first becoming highly active in her community, joining the Chamber of Commerce, and starting a network of young professionals that would meet weekly to share business tips. The agent eventually was offered a position on the board of a local hospital and started a direct-mail campaign. To truly crack the medical community, the agent had to meet contacts face-to-face for brief meetings, followed by telephone conversations. The agent then made inroads among new doctors and dentists, who were satisfied enough that they provided a steady stream of new referrals. This agent relies on investigating the background of a prospect thoroughly, so that she can recommend the best possible package, positioning herself as a liaison for obtaining any type of financial services.
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Ingersoll, Edie
Full text: [IS. Insurance Sales] Jun 1988
Telemarketing: in-house vs. service bureaus
Service bureaus should be considered for special projects, new advertising campaigns, and multiple telemarketing projects. Service bureau advantages are: 1) low initial investment; 2) fixed operating costs; 3) rapid service; and 4) flexibility. Their disadvantages are lack of control and security, lack of employee loyalty to the company, and a lower caliber of staff.
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Fidel, Stanley Leo
Full text: [Direct Marketing] Jun 1988
Personalized Videos
In Australia, the property development market is a highly lucrative one for financial institutions. Australian Guarantee Corp. (AGC) is the leading finance company in the sector, with more than 20 years of involvement. Not content to rest on past accomplishments, AGC determined that its relationships with past and current clients had to be reinforced, and a new marketing program was developed to display its innovativeness, experience, expertise, and flexibility. AGC felt that a video would be the best way to execute the program. A video, called Building Atlantis, is a story about the hypothetical building of a hotel at the bottom of the Barrier Reef. Periodically, the video cuts back to examples of successful developments executed by AGC. The implementation process involved careful targeting of specific market segments. A teaser mailer holding gold-plated scissors to be used to open the next package containing the video itself started the campaign. To date, the campaign has generated more than $1 billion worth of leads for new business. A new bimonthly newsletter also is being produced as part of the image-building effort.
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Holloway, Kitty
Full text: [Direct Marketing] Jun 1988
Financial Services Down Under
Ian J. Kennedy, managing director and founder of Bond International Pty. Ltd., has been able to play the dual role of mail order merchant and direct marketing consultant to some of the largest businesses in Australia and New Zealand. Kennedy’s firm has developed several startling innovations in marketing that have been successfully applied to the financial services industry. Using Murray Raphel’s Ladder of Loyalty, Kennedy has been able to develop strong relationships with clients until they become advocates of his firm and his strategies. One advertising campaign involved the AMP Society, the largest institutional investor of Australia and basically an insurance company. Part of the effort was a financial service campaign for women using direct response television. The other campaign involved the Bank of New Zealand and paired the promotion of a sporting event with a unique financial product called a “Rugby Bond.” Every time a certain team won, the bank increased its savings rates to customers. Another major effort centered on the popular America’s Cup sailing competition.
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Roel, Raymond
Full text: [Direct Marketing] Jun 1988
Marketing: Visa Gold’s co-op advertising plan meets unexpected success
An unexpected surge has been experienced by Visa U.S.A. in its $5 million cooperative marketing campaign for its new Gold card. Instead of the projected 50, over 60 major Visa U.S.A. issuers have decided to participate in the program. The issuers’ direct mail campaign for the Gold card is being subsidized by Visa. If the mailings are large enough, issuers can also qualify for print ads and co-op television promotions.
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Anonymous
Full text: [Credit Card News] Jun 1, 1988
Confronting the Hard Facts of Life
As part of a marketing strategy to enhance its image and attract upper-income consumers, Golden State Mutual Life Insurance Co. has recruited Herschel Walker, a Dallas Cowboys running back. Golden State, which ranks 3rd on the 1988 Black Enterprise Insurance List, wants to be viewed as a modern firm. The company has moved to eliminate door-to-door collections by computerizing its offices and launching a direct-mail program to allow consumers to pay their premiums by mail each month. Growing service costs and increased competition from the general marketplace for lower and middle-income black consumers and for top sales personnel burdened many black-owned insurance companies and widened the gulf between the strong companies at the top of the industry and the weaker ones at the bottom. Some companies, such as United Mutual, have made substantial gains by cutting costs and broadening basic products and services. North Carolina Mutual Life Insurance Co. has broadened its customer base through diversification.
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Kennedy, Shawn
Full text: [Black Enterprise] Jun 1988
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