Automotive Marketing: Auto Makers Accelerate Parts Business
In an effort to increase revenues and maintain customer relations, the major US automobile makers are accelerating their efforts to capture a share of the competitive auto parts market. Ford Motor Co. has used a 3-step market research, training, and on-site evaluation program to facilitate the transition of dealer parts sales from the wholesale to retail level. After successful tests of the parts shops in 5 markets in 1984, Ford is opening an initial 160 dealership parts stores nationwide. American Motors Corp. plans to widen its offerings of Dealer’s Choice brand parts and to encourage dealers with sales incentives. Chrysler Corp. offers its dealers help with local advertising promotions and support for 10 direct mail programs a year. General Motors (GM) has expanded its Mr. Goodwrench campaign to include qualified GM technicians, and the company supports the promotion of Goodwrench brand parts with national broadcasting ads.
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Behringer, Mark
Full text: [Advertising Age] May 16, 1985
A NEW ENTRY IN QUEST FOR SUBURBAN PATRONS
Until Feldhouse arrived to offer enlightenment, it was difficult to see how “different” everything was. On first glance, Quest looked like any number of other saloons: booze, tables, chairs, a buffet set on a dance floor, panels of etched glass (with ancient Greece theme), waitresses in skimpy outfits, a deejay booth, music, video monitors. . . Then there’s the video. The three sets of monitors in the club are programmed in such a way that images are in an almost constant state of flux. Fix your eyes on the pictures on the sets above the bar and–poof, poof, poof –they are gone, bounced to sets above the dance floor or sets in the room’s midsection. For those who might find this indoor visual merry-go-round irritating, be advised that it is the latest night life innovation. Waiting for the crowd to arrive–the room seats 117 and can handle nearly 200–Feldhouse and Staas displayed no opening night jitters. Such is the calm inspired by the methods of modern marketing. Rarely has a saloon been launched with such premeditated promotional pomp: a direct mail campaign that reached 45,000 people; the distribution of 10,000 small red bags containing an invitation to the Quest’s “special preview”; a postcard touting the room’s “sophisticated fun”; and, thanks to a tie-in with Jovan, tiny sample packets of Gambler and Musk.
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Rick Kogan
Full text: [Chicago Tribune (pre-1997 Fulltext)] May 17, 1985
LKC Uses Wit, Direct Mail to Assail Its Low Profile
Although not exactly yanking on their red ties, the principals at the LaGrave Klipfel Clarkson advertising agency have taken note recently of their relative low profile on the local advertising scene. The advertising, marketing and public relations agency, headed by Ron Klipfel and Tom Clarkson, has mailed a series of humorous postcard messages announcing the hiring of six new staffers. The latest mailing, loosely based on the Trivial Pursuit board game, heralds some of the agency’s more notable attributes. (excerpt)
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Morrissey, John
Full text: [Business Record] May 27, 1985
BYRNE PICKS PRESS LIAISON FOR CAMPAIGN
Former Mayor Jane Byrne has selected Joseph Pecor, a top official with the company that produced ChicagoFest, as press secretary for her campaign to reclaim the mayor’s office. With Pecor’s hiring, Byrne said her 1987 campaign team is nearly complete. Political consultant David Sawyer, who orchestrated her unsuccessful 1983 re-election contest, will again produce her commercials. She said the New York firm of Penn and Schoen will do polling and direct-mail fundraising. Pecor, 42, is marketing director for Festivals Inc. and served as spokesman for the company’s numerous Chicago events under Byrne, including ChicagoFest, Taste of Chicago and Loop Alive.
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Philip Lentz
Full text: [Chicago Tribune (pre-1997 Fulltext)] May 29, 1985
How to Get and Use Response Building Testimonials
When used correctly, testimonials can have a significant impact on response. Testimonials can help build the prospect’s perception of believability, stability, honesty, and value. There are 2 ways to get testimonials: 1. wait for the unsolicited type, and 2. ask for them directly through a letter or with evaluation forms that are sent separately or included with the product shipment. A system for follow-up on customer comments should be developed. Such a system will acknowledge receipt, offer thanks, and ask permission to use positive comments. Specific comments can be obtained through editing and subtle suggestion. When testimonials are obtained, they can be filed by potential use. Categories can be created by benefit, name value, customer type, and geographic location. Testimonials can be used: 1. to semi-personalize a promotion, 2. for exceptionally strong headlines, 3. as lead-ins, and 4. to reaffirm value at the point of decision making.
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Stilson, Galen
Full text: [Zip Target Marketing] Jun 1985
The Thoughtful Marketing of Foster Parents Plan
In a recent interview, Ken Phillips, national director of Foster Parents Plan, discussed the steps he and his organization have taken in the marketing arena to increase their share of the market. In the early 1980s, the board and staff agreed that they should start looking at planning from a long-term perspective. Foster Parents analyzed its position in the US marketplace and determined where it wanted to be and how to get there. Strategic planning on how to spend the overall budget and long-term strategic decisions resulted in a 25% growth rate last year. However, Phillips claims that Foster Parents Plan is not growing at the expense of other sponsorship organizations. In addition to yearly campaigns in newspapers and magazines, Foster Parents has a continued public service announcement campaign, 2-minute television spots, a direct mail program, and a 40-chapter national volunteer structure. Phillips asserts that, since their activities are hard to measure, nonprofit organizations need more vigorous management and marketing systems than most other corporations.
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Roel, Raymond
Full text: [Fund Raising Management] Jun 1985
You Are Their Target
Specific tasks that can be performed by advertising include: 1. making people aware of the company or product, 2. enhancing the firm’s image or reputation, 3. identifying sales leads, 4. motivating dealer support, 5. providing information, and 6. reassuring customers. British Telecom Business Systems, a UK telex business, used a direct mail campaign targeted at the replacement market for users with existing telex machines. Another campaign that began in early 1985 uses press and television advertising to widen the use of telex. An advertising campaign undertaken by the UK mushroom industry established a strong identity for the product and increased sales volumes without raising prices. A radiator division of the Swedish company Korrugal used a unique high impact individual mailing campaign to demonstrate its skill and experience to the chief design engineers of European automobile manufacturers. Although the promotion cost only L20,000, twenty leading European motor manufacturers are in contact with Korrugal.
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Hart, Norman
Full text: [Director] Jun 1985
Risk Vs. Opportunity (And the Winner is …)
Before Grand Union opened its new Big Star supermarket in Atlanta, Georgia, 30,000 households received personal courtesy cards giving them check cashing privileges. Although the tactic created the risk of taking bad checks, Grand Union’s Charles Lanktree explains that the move was a trade-off of risk and opportunity. Grand Union bought a database of consumers in the immediate area and included the cards with a 6-part mailer. The mailer incorporated a cover letter, a 4-color brochure explaining prices and quality, a map of the store’s location, and coupons for food and health and beauty aids. The mailers generated a response rate of about 12% and a volume of $268,000 for a 3-day private opening. Lanktree believes the technique is a valuable sales tool and reports that Big Star has not yet received any bad checks.
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Raphel, Murray
Full text: [Direct Marketing] Jun 1985
‘Pennysavers’ Eyeing Millions with Direct Mail, Printing Biz
A growing number of home-delivered, free-circulation ”pennysaver” or ”shopper” publications are taking advantage of their target marketing abilities by diversifying into other businesses. For example, Nassau & Queens Publications Inc. (Jericho, New York) publishes 24 editions of their pennysaver and also runs direct mail and printing businesses. The firm expects 1985 sales volume to break $10 million. According to general manager Steven Ferber, the printing and direct mail businesses evolved because commercial printers and outside mailers were unable to meet deadlines and turnaround times. The Nassau & Queens pennysavers have a total circulation of 298,000 and the firm can offer advertisers a combined distribution of 628,000. Pennysaver advertisers are encouraged to use direct-response tools to measure effectiveness. Ferber also explains that a telemarketing program to attract new advertisers helped boost sales 400%. A growing number of newspaper chains are buying their own chains of shoppers.
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Jaffee, Larry
Full text: [Direct Marketing] Jun 1985
Patience Listed a Must in Gaining Leads by Mail
Getting customer leads by direct mail requires a great deal of patience. Tips to successful lead generation include: 1. Ensure that mail is routed to the right people. 2. Use envelope teasers, which are more effective with consumer lead generation. 3. Send personalized letters, but only after calculating costs. 4. Keep letters short. 5. Communicate benefits throughout letters. 6. Enclose a postage-paid business-reply card. All mailing should be geared toward getting recipients to act by using such tools as reply cards or phone calls. If prospects do not respond to an initial mailing, direct marketers should continue to send mailings. Successful campaigns can be built on continuous mailings of different letters, each containing something new and fresh.
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Brock, Luther
Full text: [Direct Marketing] Jun 1985
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