DIRECT-MAIL – ‘QUIET’ MEDIUM
DIRECT-MAIL IS THE THIRD LARGEST ADVERTISING MEDIUM, PRODUCING $40 BILLION IN PRODUCTS AND SERVICES EACH YEAR, GENERATING 1,000,000 JOBS. IT RANKS THIRD IN SIZE BEHIND ONLY NEWSPAPERS AND TV, WITH AN ANNUAL VOLUME ESTIMATED AT $3.4 BILLION. IN MANY WAYS DIRECT MAIL RANKS FIRST, CERTAINLY IN TERMS OF USERS, IN TERMS OF DIRECT EMPLOYMENT, AND IN TERMS OF THE VARIETY OF FORMS IN WHICH IT CAN BE CARRIED OUT. FOR INSTANCE, IN 1971 OVER 280,000 BUSINESSES WERE HOLDERS OF BULK THIRD- CLASS MAILING PERMITS, AND THE DMMA FEELS IT’S SAFE TO SAY THERE’S NO BUSINESS ORGANIZATION, NO CIVIC, RELIGIOUS, POLITICAL, CULTURAL, SPORTS OR OTHER GROUP, NOR ANY INDIVIDUAL WHO AT SOME TIME OR OTHER HAS NOT USED DIRECT-MAIL. AN ESTIMATED $40-$50 BILLION IN SALES, ABOUT 4.5 PERCENT OF THE GROSS NATIONAL PRODUCT, IS GENERATED BY DIRECT-MAIL MARKETING.
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Full text: [Advertising Age] NOV 21, 1973
U.S. BECOMES UNBLUSHING PROMOTER AND SALESMAN OF EXPORTS FROM AMERICA
WITH ITS NEW TRADE OPPORTUNITIES PROGRAM (TOP), THE GOVERNMENT HAS BECOME A GOOD SOURCE OF HELP TO COMPANIES EXPANDING IN OVERSEAS MARKETS. THE PROGRAM, EMPHASIZING PRIMARILY INDUSTRIAL PRODUCTS, IS NOW IN FULL BLOOM BACKED BY A $500,000 EXPORT AWARENESS ADVERTISING CAMPAIGN IN BUSINESS AND GENERAL PUBLICATIONS AND A $100,000 PROGRAM AIMED AT INDUSTRY THROUGH ADS IN BUSINESS PUBLICATIONS AND DIRECT-MAIL. IN ADDITION, WEEKLY NEW PRODUCT PROGRAMS ON VOICE OF AMERICA IS BEING USED BY THE U.S. INFORMATION AGENCY. THEY ALSO ARE USING PUBLICITY IN LOCAL MEDIA AND EMBASSY INFORMATIONAL PUBLICATIONS TO DEVELOP LISTS OF PROSPECTS. USING ONLY TRADE FAIRS, PROMOTIONS, EMBASSY NEWSLETTERS AND PERSONAL CONTACTS, THE EMBASSIES DEVELOPED MORE THAN 13,000 LEADS IN THE FISCAL YEAR ENDING JUNE. THERE IS SOME FEELING THAT FUNDS WILL BE LIMITED NEXT YEAR. SOME WANT TOP TO CHARGE MORE FOR LEADS.
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REVETT, JOHN
Full text: [Industrial Marketing] DEC 1973
DIVERSEY CHEMICALS BUILDS SUCCESSFUL DIRECT-MAIL AROUND PROSPECTS PERSONAL INTERESTS AND DESIRE TO BE OWN BOSS
IT IS IMPORTANT TO DECIDE YOUR REASONS FOR USING DIRECT-MAIL BEFORE DEVELOPING A PROGRAM. THE OBJECTIVE OF DIVERSEY CHEMICALS WAS TO HELP THE SALESMEN GET PAST THE RECEPTIONIST AND INTO THE OFFICES OF BUYING INFLUENCES. THE BASIC THEME DEVELOPED COMBINED KNOWN INTERESTS OF PROSPECTS, THE DESIRE OF SO MANY TO BE THEIR OWN BOSS, AND THE CURRENT INTEREST IN NOSTALGIA. TWO POINTS ADDING TO SUCCESS OF THE CAMPAIGN WERE – (1) SALESMAN WERE KEPT FULLY INFORMED AND RECEIVED SAMPLES OF MAILINGS. (2) PRESENT CUSTOMERS WERE INCLUDED ON THE MAILING LIST. IF IT IS WORTH SPENDING SOMETHING TO GAIN A CUSTOMER, IT IS WORTH THE SAME AMOUNT TO KEEP AN EXISTING CUSTOMER. A UNIQUE BOTTLE WAS SENT AS PART OF THE THIRD MAILING, AND FACILITATED BOTH MAIL AND PERSONAL RESPONSE TO THE MAIL CAMPAIGN.
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PIRIE, A. G.
Full text: [Industrial Marketing] MAR 1974
USING DIRECT-MAIL CAMPAIGN TO KEEP OPEN FEDERAL FACILITY
THIS IS THE STORY OF HOW DIRECT-MAIL CAMPAIGN HELPED SAVE 2300 JOBS AND A $47-MILLION ANNUAL PAYROLL. IT ALL BEGAN IN POMONA, N.J. LAST DECEMBER. POMONA IS THE HOME OF THE NATIONAL AVIATION FACILITIES EXPERIMENTAL CENTER. A RUMOR BEGAN THAT NAFEC WOULD CLOSE. ONE OF THE FIRST TO HEAR THE RUMOR WAS LOU DALBRETH, EXECUTIVE DIRECTOR, SOUTHERN NEW JERSEY DEVELOPMENT COUNCIL. DALBRETH’S FIRST MOVE WAS TO SET UP A COMMITTEE. DALBRETH SENT A LETTER TO CIVIC, INDUSTRIAL, LABOR AND MEDIA LEADERS OUTLINING THE IMMEDIATE CRISIS AND ASKING THEM TO ATTEND A MEETING (PART ONE OF A THREE-PART DIRECT MAIL EFFORT). THE BUSINESSMEN VOLUNTEERED TO PLACE PETITION LETTERS IN EVERY RETAIL OUTLET ENCOURAGING PEOPLE TO SIGN (PART TWO). THE FOLLOWING SUNDAY A DIRECT MAIL PETITION APPEARED IN THE 65,000 CIRCULATION OF THE PRESS. IT WAS A SELF-MAILER TO PRESIDENT NIXON (PART THREE). NAFEC REMAINS.
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RAPHEL, MURRAY
Full text: [Direct Marketing] MAR 1974
USE DOLLAR AVAILABILITY DATA TO SELL TO THE SCHOOL MARKET
BETTER MARKET INFORMATION IS WHAT MAKES DOLLAR AVAILABILITY MARKETING A REALITY IN THE SCHOOL MARKET TODAY. 31% OF THE STUDENTS AND 18% OF THE SCHOOLS ARE FOUND IN 1% OF THE DISTRICTS. TAKING A BROADER CUT, HALF OF ALL STUDENTS ARE CONCENTRATED IN THE 714 SCHOOL DISTRICTS WITH ENROLLMENTS OF 10,000 OR OVER. ALSO PER-PUPIL EXPENDITURE VARIES FROM DISTRICT TO DISTRICT AND SHOULD BE CONSIDERED. USING THE DOLLAR AVAILABILITY PRINCIPLE, YOU MIGHT MAIL MORE OFTEN, OR TO MORE TITLES, OR WITH A MORE TARGETED MESSAGE TO THE BIGGER, HIGHER SPENDING DISTRICTS. YOU’LL GET A GREATER RETURN THAN THE ONE-DISTRICT-ONE PIECE ROUTE WILL PRODUCE. REMEMBER, HALF THE BUYING POWER IS IN THE TOP 700 DISTRICTS, SO BE SURE AT LEAST HALF THE EFFORT GOES THERE TOO. DON’T SHY AWAY FROM MULTIPLE-LISTINGS IN THE TOP DISTRICTS. MAKE USE OF THE WEALTH OF MARKETING DATA AVAILABLE TODAY, THANKS TO THE COMPUTER.
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POWELL, R. DUKE
Full text: [Direct Marketing] MAR 1974
THIRD PARTY ENDORSEMENT SELLS $2-MILLION IN AUTO INSURANCE
OXFORD INSURANCE AGENCIES, LTD. OFFERS GROUP RATES AT 10-35% BELOW THAT OF OTHER AUTO-INSURANCE COMPANIES. OXFORD ASKS ASSOCIATION, UNION AND PROFESSIONAL OFFICIALS TO WRITE LETTERS ON OWN LETTERHEADS RECOMMENDING OXFORD OFFER. OXFORD USES NO OUTSIDE SALESMEN. THEN OFFERS LIFE-INSURANCE AND OTHER FORMS OF INSURANCE TO POLICY HOLDERS. BECAUSE OXFORD’S PRESENT METHODS HAVE WORKED SO WELL, IT IS GOING TO GO TO THE PUBLIC AT LARGE AND OFFER THEM A SPECIAL DEAL ON THEIR AUTO-INSURANCE. THEY HAVE DESIGNED A MAIL DROP PIECE THAT IS GOING TO BE TESTED IN A TOWN IN CANADA CALLED RED DEER WHICH HAS A TRADING POPULATION OF ABOUT 40,000. ALTHOUGH THERE WILL BE NO GROUP RATE, A SPECIAL RATE HAS BEEN DESIGNED. IF THE RED DEER CAMPAIGN WORKS, OXFORD WILL GO TO A NEWSPAPER INSERT IN EDMONTON AND CALGARY. OXFORD JUST USES ITS REPUTATION.
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Full text: [Direct Marketing] MAR 1974
QUALITY BRAND-NAME CATALOG SPURS SALES BOOM FOR HORCHOW
HORCHOW COLLECTION, FORMERLY THE KENTON COLLECTION, INCLUDES TOP-DRAWER MERCHANDISE FROM GEORG JENSEN, MARK CROSS, AS WELL AS CARTIER’S AND OTHER FINE RETAIL STORES TO BRING ABOUT RECORD SALES. THE FIRST HORCHOW CATALOG MAILED AFTER CHRISTMAS IS OUTPRODUCING ANY PREVIOUS CATALOG EVEN WHEN UNDER THE KENTON NAME. IN THIS INTERVIEW ROGER HORCHOW, HEAD OF HORCHOW OPERATIONS, SAYS THAT HORCHOW COLLECTION CATALOG OFFERS A VARIETY OF QUALITY PRODUCTS FROM DIFFERENT PARTS OF THE WORLD. EVERYTHING FROM A DOORMAT TO AN UMBRELLA IN CASE YOU GET CAUGHT AT THE OFFICE WHEN ITS RAINING. SPECIALIZED MAILINGS GO TO SMALL SAMPLES. FOR EXAMPLE, LAST YEAR A SPECIALIZED COOKING MAILER WAS MAILED ONLY TO PEOPLE WHO HAD BOUGHT COOKWARE. ABOUT 50 TO 55% OF THE GOODS ARE NOT CARRIED IN ANY STORE. THE COLLECTION RELIES HEAVILY ON ITS VERY UP-TO-DATE LIST.
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Full text: [Direct Marketing] MAR 1974
LIST CREATION AND MAINTENANCE FOR MAXIMIZING YOUR INVESTMENT
THE VALUE OF A GOOD LIST DEPENDS ON HOW AND TO WHAT EXTENT THE LIST IS USED. THE MOST PROFITABLE USAGES ARE GENERALLY DERIVED FROM SELLING ONE’S OWN PRODUCTS OR SERVICES TO THOSE WHO HAVE ALREADY PURCHASED OR WHO HAVE INQUIRED. OTHER OPPORTUNITIES LIE IN SELLING ACCESSORIES OR RELATED ITEMS TO PURCHASERS OF BASIC PRODUCTS. FINALLY, ONE OF THE MOST FREQUENTLY OVERLOOKED OPPORTUNITIES IS THE CROSS FERTILIZATION OF LISTS BETWEEN DIVISIONS. ALSO THE REVENUES DERIVED FROM RENTAL LISTS CAN BE GREAT. RESPONSIVENESS OF PERSONS ON THESE LISTS IS VERY IMPORTANT. DETERMINE THROUGH WHAT TYPE OF MEDIA INDIVIDUALS HAVE RESPONDED. ANOTHER FACTOR THAT AFFECTS RESPONSIVENESS IS HOMOGENEITY OF PERSONS ON THE LIST. SEGMENTATION TECHNIQUES CAN BE USED FOR GROUPING. AFTER A LIST IS CREATED, IT MUST BE MAINTAINED. A FORMAT AND THE DESIRED DETAIL OF THE LIST SHOULD BE DETERMINED. THERE MUST BE A HIGH LEVEL OF INPUT CONSISTENCY.
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KESTNBAUM, BOB
Full text: [Direct Marketing] MAR 1974
SUPPLEMENTING DEMOGRAPHICS WITH PSYCHOGRAPHIC PROFILE
A PRELIMINARY ANALYSIS WAS CONDUCTED AND FROM THIS SPECIFIC RECOMMENDATIONS FOR A COMPUTERIZED SYSTEM WERE MADE. IT STARTED WITH THE CREATING OF A DATA-BASE WHICH WOULD EFFICIENTLY STORE SPECIFIC INFORMATION IN DIRECT ACCESS MODE WHICH WOULD THEN BE USED TO DRIVE THE VARIOUS PROGRAMS OF THE SYSTEM. THE PROGRAMS INCLUDE UP-DATE, DATA-ANALYSIS, SCHEDULING-POLICY, NEW MAILING PACKAGES, CLASS-OF-POSTAGE, ETC. ONE ASPECT OF THIS SYSTEM WHICH IS MOST INTRIGUING, IS THE MONITORING CAPABILITY. AS QUICKLY AS POSSIBLE, AFTER THE LAUNCH OF A CAMPAIGN, RETURNS WILL BE ANALYZED. ONE OF OUR GOALS IS TO BE ABLE TO IDENTIFY THE GEOGRAPHICAL AREAS WHICH HAVE THE SHORTEST REPLY TIME AND THE GREATEST PREDICTIVE RELIABILITY. THE CONCEPT IS SIMILAR TO THE USE OF KEY PRECINCTS FOR THE EARLY PREDICTION OF ELECTION-RESULTS.
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HARPER, ROSE
Full text: [Direct Marketing] JUN 1974
NEW FACES FOR SALES MANAGERS
LOCAL SALES MANAGERS ARE NOT JUST UPGRADED SALESMEN. THEY SHAPE ADVERTISING AND PROMOTION, HIRE AND FIRE, MAKE OPERATING DECISIONS. THE QUESTION IS IF THEY SHOULD SELL AT ALL. BRANCH MANAGERS PROVIDE MANAGEMENT WITH IMMEDIATE FORECASTS AND LONG-RANGE PLANS FOR BUDGET AND QUOTA OBJECTIVES, PLAN AND CONDUCT REGULAR SALES MEETINGS, PLAN FOR SALESFORCE DEVELOPMENT, TAKE INVENTORY OF SALESMEN’S ASSETS AND LIABILITIES TO TAILOR TRAINING EFFORTS, PLANS HIS OWN TIME, PLAN DIRECT-MAIL CAMPAIGNS, ASSISTS MANAGEMENT IN DEVELOPING SALE FORECASTS, RECOMMEND POLICIES, PLANS INDIVIDUAL SALES TERRITORIES, PLAN TO ACHIEVE A NET PROFIT, USE AVAILABLE SERVICES OF HEADQUARTERS SALES STAFF PERSONNEL AS NEEDED, ANALYZE MARKET, AND PLAN THE ACTIVITY OF HIS SALESMEN. SHOULD THE MANAGER ALSO SELL? OPINIONS VARY. MANY CUSTOMERS INSIST ON WORKING WITH THE MANAGER AND SOMETIMES SALESMEN RESENT THE MANAGER SELLING WHILE AT THE SAME TIME LOSING RESPECT FOR HIM IF HE DOESN’T.
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WOOLDRIDGE, JACK
Full text: [Marketing Times] JUL/AUG 1974
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April 30, 2012 12:00 am | 
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