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How to Fight the Big Boys

A Salomon Brothers report placed US consumer credit outstanding at the end of 1984 at 22% of disposable income. A greater willingness on the part of bankers to lend to consumers and the appearance of pre-authorized credit lines have had powerful effects on consumer borrowing. The financial services industry has discovered it is far cheaper to distribute products and services by mail than to build a network of physical facilities. Mail campaigns can cost 5% as much as a facility and reach 10 times as many people. Consumers seem quite willing to take on out-of-state credit instead of visiting local banks. Fewer people have relationships with local banks, partly because the banking process can make customers feel unappreciated. Community banks must realize, among other things, that: 1. consumer credit is safer than commercial lending, 2. mass mailing pre-approved credit is not costly, and 3. the industry is moving steadily toward electronic relationships.
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Metzger, Robert O.

Full text: [Bankers Monthly] Jun 15, 1985

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The Sponge Is Selling Again

After promising tremendous sales, the Today contraceptive sponge, manufactured by VLI Corp. (Irvine, California), lost $6.1 million in 1984 as a result of an ineffective marketing strategy and consumer worries over toxic shock syndrome. However, the federal Centers for Disease Control has since discounted any direct link between the sponge and toxic shock, and VLI president Robert A. Elliott and the company’s new marketing director, Mary George, have launched a more effective advertising campaign aimed at doctors and women. As a result, Today has become the top selling over-the-counter female contraceptive, and earnings are expected to reach $2.8 million in 1985. Elliott has already expanded sales to England, with further plans to market the product in Western Europe and possibly the Peoples’ Republic of China. Another promising prospect is the use of the sponge to deliver drugs. Although not all gynecologists are enthusiastic about the sponge, growing sales seem to illustrate women’s desire for easier, safer birth control.
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Carson, Teresa

Full text: [Business Week] Jun 17, 1985

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Thrift intros its home equity credit line with a limited rate of 1% below prime

MountainWest Savings and Loan has attracted $1 million in a month for its Cashline home equity line of credit, priced at 1% below prime through August 31, after which the rate will rise to 2% above prime. MountainWest relies heavily on direct mail marketing, although for this campaign it has used 10- and 30-second radio spots and point-of-purchase materials as well.
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Anonymous

Full text: [Bank Advertising News] Jun 17, 1985

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Advertising and Marketing Club has 14th annual awards program

The first place winners were: print campaigns, Lyons Advertising; trade campaigns, Lyons Advertising; institutional and corporate campaigns, EUA Associates; advertising self-promotional campaigns, New Bedford Standard Times and WMYS (tie); broadcast television campaigns, WLNE-TV; multi-media campaigns, Lyons Advertising and Moore and Isherwood (tie); magazine (four color), Fitzgerald and Co.; newspaper, Moore and Isherwood; newspaper (four color), New Bedford Standard Times; newspaper small space, New Bedford Standard Times; trade publications (black and white), Lyons Advertising; trade publications (four color), Devine and Partners and Lyons Advertising (tie); institutional corporate, Moore and Isherwood; advertising self-promoting, Rodney Printing Inc.; outdoor, Lyons Advertising; direct…
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Full text: [Providence Journal] Jun 18, 1985

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Direct Sales Firm Signs Liberty Mutual Deal

DRM Group Inc., an Omaha firm that helps insurance companies sell by mail and by telephone, will begin what it said is the largest national direct response marketing campaign ever undertaken by a property-casualty insurance company. Stephen E. Bowman, president of DRM Group, said Thursday the test phase of the Liberty Mutual agreement starting in September will send $3 million worth of mail and telephone solicitations to potential customers. Counting the Liberty Mutual agreement, DRM’s clients will make 85 million insurance solicitations by mail and telephone during the coming year. Bowman said insurance companies are only beginning to tap potential sales through direct response marketing.
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Steve Jordon

Full text: [Omaha World - Herald] Jun 20, 1985

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ADVERTISING; READER’S DIGEST CAMPAIGN

Here, basically, is what the Digest company is all about: direct mail marketing. Its people are wizards at it and, in fact, the publisher remarked, ”If we have any proprietary skill, it’s marketing by direct mail.” The books include the long-popular collections of condensed novels and books of the ”how-to” variety, which also owe their success to the Digest’s skill in using the mails. Mailed questionnaires to consumers help the company design books that will meet the company’s sales goals. ”We do 150 book ideas a year,” Mr. [Richard F. McLoughlin] said, ”and we have never been wrong.”
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Dougherty, Philip H.

Full text: [New York Times] Jun 20, 1985

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Suns Rain on News American’s Parade/PostReigns as King of the Hill

In Baltimore, Maryland, the Sunpapers, the A. S. Abell Co. newspaper group, compete among themselves for leadership in the city’s newspaper market. Although the Hearst-owned News American remains a force in the market, its earlier dominance has faded. Dominance by the Sunpapers is a result of an aggressive campaign that changed the content, marketing, and advertising strategies of the papers. For example, the Sun increased its coverage of the state, while the Evening Sun is trying to attract younger residents and more working women. Other steps include the use of direct mail and the liberal use of color. Since the Washington Star folded in 1981, the Washington Post has remained the leader in Washington, DC’s newspaper market. The Washington Times, hoping that its politically conservative slant will attract readers displeased with the Post’s lean to the left, has designed a discount program to attract advertisers. The Journal newspapers, which cover local events, also provide competition for the Post.
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Cherlin, Merrill
Moore, Thomas L.

Full text: [Advertising Age] Jun 20, 1985

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ComputerLand Facing Franchise Rebellion

The Millards’ friendship with [Werner Erhard] and their participation in his est training has been widely reported. A source at ComputerLand said that Erhard and top Hunger Project officials have better access to Millard than many senior ComputerLand executives. [Barbara Millard] and Erhard were reported as a “coosome twosome” by Chronicle columnist Herb Caen earlier this week. Millard recently separated from her husband, who left his vice president’s job at ComputerLand at the same time. Another source at the company complained that all 50 ComputerLand marketing employees were told to attend a three-hour Hunger Project briefing on company time. Despite the close ties between the Millards, Erhard and the Hunger Project, ComputerLand officials say the company has not contributed directly to the Project. One ComputerLand employee said, however, the company gave $200,000 to the Hunger Project in December. Worried about adverse publicity, ComputerLand later asked for and received the money back. A company spokesman denied knowledge of any direct contribution to the Hunger Project. [Roger Lewis] said the ComputerLand ad campaign has attracted excellent response. He said each of the three ads to date have generated about 400 letters or calls, with only 2 percent to 3 percent negative. He said the response from the franchisees was about 60 percent favorable. “Forty percent say any ad that doesn’t have a computer and a price they don’t like,” Lewis said. The ComputerLand campaign will feature a fourth ad in its series, and then five more ads pegged to World Food Day on October 16.
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John Eckhouse

Full text: [San Francisco Chronicle (pre-1997 Fulltext)] Jun 26, 1985

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Study Reveals Who Buys, Who Doesn’t Buy by Mail

Recently, Stone & Adler Inc. released a new study on consumer attitudes toward buying direct. Questionnaires were tabulated for 1,742 respondents from a randomly selected sample of US households with incomes of $15,000. Of the respondents, 1,284 had purchased something by mail or phone or had an order delivered to their home or office. Respondents were distributed among 6 categories. Among the results of the study were: 1. Of those who had made purchases via catalog, 63% had spent $100-$999, and 91% had made 2 or more purchases. 2. All age ranges purchased about equally. 3. About 59% of buyers indicated they compare retail and mail-order prices before they shopped. However, 47% of mail-order shoppers claimed that returning goods is a hassle. The study offers companies that use mail order an idea of who their buyers are and are not. It allows companies to create various campaigns to address the attitudes and needs of both buyers and nonbuyers.
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Anonymous

Full text: [Zip Target Marketing] Jul 1985

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States Taking Divergent Paths at Direct Marketing Crossroads

Tourism is a big business in the US. According to the US Travel Data Center, tourists in all 50 states spent about $229 billion in 1984. To obtain their share of the tourist market, some states have turned to advertising, including direct response advertising. Despite their use of coupons and toll-free numbers, few states actually employ the lists they accumulate. One state that does is Vermont. Vermont’s Travel Division compiles the names of people who respond to the state’s space advertising and rents those names to businesses for a small charge. Recently, Minnesota has employed an advertising agency to handle its account in direct response advertising. The state also plans to obtain more computers to aid its efforts. Pennsylvania is targeting specific audiences in its advertising to long- and short-term vacationers. It is using Values and Lifestyles (VALS) to target these segments. Unfortunately, some states find they cannot take advantage of their lists due to budget constraints.
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Santoro, Elaine

Full text: [Zip Target Marketing] Jul 1985