Direct Marketers Girdle for Higher Productivity
In response to increasing costs, direct marketers are slowing their expansion, looking for cost-efficient, innovative ways to reach good prospects, and are focusing more on long-term rewards. Direct marketers are getting better qualified names for mailing by prescreening initial responses and conducting careful and continual testing of copy and offers. Publishers are trying to increase subscriptions using methods that include offering shorter initial subscription terms and targeting buyers with specific interests. Business-to-business marketing and retail support campaigns have become cost-effective ways to target specific audiences. Business-to-business marketers are using ongoing programs, telemarketing, and personalized letters to assess the viability of new products. Retailers are turning to complete in-store and external marketing programs to build business. Telemarketing is also becoming part of the overall sales system.
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Lewis, Ray
Full text: [Marketing Communications] Nov 1985
When Being Direct Pays Dividends
Direct marketing is one of the largest and fastest growing advertising media in the UK. Direct marketing includes telephone selling, door-to-door delivery, and direct response advertising — any promotion that invites the audience to respond directly. According to the Post Office, expenditure on direct mail alone in 1984 amounted to over L324 million — nearly a quarter of the money spent on television advertising in the same year. Many types of companies and organizations are getting into direct marketing, chiefly because the success of a campaign can readily be measured in terms of results. Another factor in the rise of direct marketing is the increased availability and falling cost of the computer. The computer makes target selection, response handling and analysis, and printing and production easier and more efficient. In most situations, the company wishing to use direct marketing will likely use a combination of media for the highest efficiency.
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Bigg, Alan
Full text: [Management Today] Nov 1985
Ten minute IRA kit wins, doubles new CD accounts
Citicorp Savings of (Chicago) Illinois achieved a 134% increase in IRA openings when it introduced its “10 Minute” IRA Kit, with all the forms necessary for a customer to fill out, which a customer could drop off at any Citicorp branch. The Kit received a multimedia promotion under Citicorp’s “No Excuse” advertising campaign; “Direct Marketing” has awarded the thrift a “Silver Echo Award”.
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Anonymous
Full text: [Direct Marketing] Nov 1985
Recreated “Envogate” spurs financial services sales
CIT Financial Services has received a “Silver Echo Award” for its home equity loan campaign, which increased lead generation by 55%. The campaign, featuring six-page Sunday Newspaper inserts, attracted homeowners with copy emphasizing benefits and time-saving features of using CIT.
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Anonymous
Full text: [Direct Marketing] Nov 1985
Multimedia campaign measures loan prospects by source
Commercial Credit Company promoted personal and homeowner loans through direct mail, free standing inserts and direct response television. All advertising used actor Harry Morgan as a spokesman; the best responses were to direct mail which generated 3,048 new loan customers) and direct response television. The campaign received “Direct Marketing’s” “Gold Echo Award”.
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Anonymous
Full text: [Direct Marketing] Nov 1985
Calculator adds up benefits in employee retirement plans
Wausau Insurance Companies generated over $175,000 in revenue through a mailing promoting the company’s employee benefit investment funds to 100 prospects. The mailings included a free calculator which prospects were urged to use to compare Wausau returns with the returns of the prospect’s current fund. The campaign has received a “Silver Echo Award”.
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Anonymous
Full text: [Direct Marketing] Nov 1985
Basic, Homey Copy Pitch Achieves Dazzling Results
Jim O’Keefe, while a Long Island high school senior, and his brother Bob O’Keefe developed — in 2 days — a successful direct mail campaign that rewarded Jim O’Keefe with a full football scholarship. On January 4, 1984, the brothers decided to launch their campaign in an effort to secure a scholarship by the February 12, 1984, deadline. The 2 mailed a letter and a resume to 50 college football coaches offering them the chance to view a videotape of Jim O’Keefe’s games. The campaign generated a 52% response rate. Jim O’Keefe was offered 3 full scholarships and finally signed a letter of intent with Boston University. The campaign’s total cost was $260, and, when accounting for the income from the scholarship, generated a 23,077% return on the brothers’ investment. Bob O’Keefe observed that this experience encouraged him to enter the direct marketing field.
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Anonymous
Full text: [Direct Marketing] Nov 1985
Admit Product Deficiencies and Make Direct Mail Realistic
When using direct mail, admitting that the product advertised has a few shortcomings increases the marketer’s sincerity and believability. Readers who come across an admission of the product’s imperfections will have their suspicions confirmed, but they will believe that the marketer’s entire presentation is truthful. There are several ways to deemphasize the product’s drawbacks so that a mailing will not sound negative. One way is to quote a letter in the mailing from a customer dissatisfied with the product but satisfied with a prompt refund. Other methods include: 1. showing a chart comparing the product with a competitor’s in which the mailer’s product does not lead in all categories, 2. phrasing letters to reduce buyers’ high expectations, and 3. urging buyers to purchase the product, compare it with others, then return it for a full refund if dissatisfied.
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Brock, Luther
Full text: [Direct Marketing] Nov 1985
STATUE OF LIBERTY’S REPAIR: A MARKETING SAGA
”We’ll be on time and the American public will be proud of both the statue and Ellis Island,” the leader of the effort, Lee A. Iacocca, chairman of the Chrysler Corporation, said in a recent interview at his corporate offices in Highland Park, Mich. ”That’s all I guarantee.” ”In three years, school kids gave me $4 million, but I couldn’t wait for them because I needed $230 million,” Mr. Iacocca said. ”The sponsors we’ve chosen are good, legitimate companies who’ve been around a long time. We are always in touch with them about what is good taste, but we don’t have to try to direct them. They’re not going to schlock it up.” ”If it isn’t,” he added, ”if we meet 60 percent of our objectives, nobody’s going to be happy, me or anybody else. The public’ll be harsh on us and they should be.” —- TOMORROW: How the campaign evolved.
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GOTTLIEB, MARTIN
Full text: [New York Times] Nov 3, 1985
Mercy Hospital Aims For Focused Identity With Marketing Plan
Mercy Hospital — looking to get a leg up on its competition by presenting a unified marketing communications plan under the direction of a single advertising agency, and to establish itself in the public’s mind as a smart company from a business point of view while still offering quality care — has signed a contract with the Stone Wheel to direct its entire multi-media campaign, with a budget of more than a half million dollars set for 1986. Choosing an agency of record is the major part of a three-prong project launched by Mercy to reinforce its community image which also includes the establishment of a community affairs program and of a guest relations program. (excerpt)
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Stouffer, Rick
Full text: [Pittsburgh Business Times - Journal] Nov 11, 1985
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August 24, 2009 12:00 am | 
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