Mail Techniques in Brazil: The Emphasis Is on Graphics
Irma Turtle is an international direct marketing consultant who specializes in: 1. business-to-business marketing, 2. consumer direct marketing in domestic and foreign markets, and 3. marketing between countries. Prior to establishing Irma Turtle Associates, Turtle was president of Ogilvy & Mather Direct in Sao Paulo, Brazil. In an interview about direct marketing in Brazil, Turtle stated that people do not read very much in Brazil. Thus, long-copy letters would be completely ineffective in that market. Ads must be kept simple, without lengthy details about products. Everything from product details to ordering information should be presented in a highly graphic manner. A major point in marketing in any country, particularly a less developed country, is to make sure that the style of advertising is appropriate to the market and to the product or service offered. Turtle discussed examples of successful and unsuccessful direct marketing efforts in Brazil.
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Hoke, Pete
Full text: [Direct Marketing] Feb 1985
Know Thy Buyer: A Must for Every Direct-Mail Writer
Every direct-mail copywriter needs to keep in mind the importance of knowing the buyer. A study of what elicits positive or negative reactions will increase the response of every mailing. Some insights are presented based on what is currently happening in the direct-mail marketplace. Readers react negatively to: 1. headlines or letter beginnings that generate negative feelings, 2. misleading wording, 3. copy that is too hard-sell, and 4. an unclear offer. Readers respond positively to: 1. easy-to-read mailings, 2. realistic benefits, 3. good graphics, 4. sincerity, and 5. mailings that get on the reader’s level. Reader reaction is not an unchanging phenomenon; when a certain strategy no longer works, a reexamination of the market is in order.
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Brock, Luther
Full text: [Direct Marketing] Feb 1985
Hispanic Direct Response: Challenge and Opportunity
The tremendous potential offered by the 16 million Hispanics in the US should be considered by those seeking new markets for products or services. However, traditional direct response techniques may not be appropriate for the Hispanic community. Moreover, marketing to this group presents challenges that may not be apparent to even the most experienced direct marketers. Unique problems are posed by the production of Spanish-language direct mail. Careful attention must be given to the selection of photography for direct-mail brochures. A bilingual staff will be needed to review Spanish text to prevent serious errors. Spanish-language radio and television offer a special attraction to direct marketers. The development of effective direct-response television begins with careful attention to the creative side. Success in the Hispanic market calls for careful planning and a willingness to adapt established rules to a new and different market. However, with patience and the necessary bilingual help, this important market can yield substantial dividends.
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Jones, H. Rodney
Full text: [Direct Marketing] Feb 1985
Competition Heats Up for and with Consumer Mailbox
The traditional lines that have separated various forms of retailing are disappearing. Department stores, general merchandise stores, and national franchised mail specialty stores are competing with traditional national mail-order merchants. More local merchants of all types are promoting for store traffic, and more of them are pursuing mail and telephone orders. Of catalogs received in 1984, almost 43% were from what would generally be classified as department or general merchandise retailers. Three local retail catalogs were received for every 2 mail-order catalogs. The 1984 catalog year showed: 1. greater attention to international sales and noncontiguous US mainland sales, 2. greater attention to credit, and 3. an increase in minicatalogs and other lower-cost alternatives to full-size catalogs. The predicted mail-order catalog winners for the future include those meeting the following criteria: 1. a product line that does not compete with mass retailers, 2. a wider selection of product lines than a retailer carries, and 3. products that require explanation.
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Gosden, Freeman F., Jr.
Full text: [Direct Marketing] Feb 1985
Buttons Meet the Twentieth Century
Until recently, the 172-year-old Waterbury Cos. (Waterbury, Connecticut) had no marketing plan or department. The firm’s sales were built on supplying gold-plated uniform buttons to the US military. However, chief executive officer Michael Tragakiss and vice-president of marketing and sales Peter Garrett developed a 5-year marketing plan designed to expand Waterbury’s markets and boost its revenues. The company now plans to make blazer buttons a brand-name consumer product. Waterbury has 22,000 button dies dating back to the early 19th century, and plans to release 110 designs for sale in department and specialty stores. The firm would also like to strengthen its sales through jobbers to garment makers and is targeting the corporate premiums and incentives market. Twelve companies, including John Hancock and Carnation, have ordered button sets custom designed with their corporate logos. In 1984, Waterbury’s marketing expenditures rose 1,000%, largely because of money spent on trade shows and advertising. The company is also launching a direct mail campaign.
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Urbanski, Al
Full text: [S & MM. Sales & Marketing Management] Feb 4, 1985
Great Potential for DP in Agency Marketing
With the advent of personal computers (PC), smaller organizations, such as medium-sized and small agencies, can compete more effectively with the national brokerage firms and direct writers. Because of recent advances in computer hardware and software, any agency can conduct a sophisticated marketing campaign. New marketing software programs allow agents to cost-effectively target exactly the kinds of business they want to pursue. An agent can make the best investment in a computer system by prioritizing marketing capabilities. There are a number of powerful direct mail management and marketing programs designed to run on a PC. A consistent, steady flow of communication can be directed to customers and prospects by using specialized marketing software. Computers also enable agents to cross-sell on a consistent, ongoing basis by segregating out coverages on renewal. With a computer, an agent can activate product development and can apply the system to broader marketing management functions.
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Taylor, David
Full text: [The National Underwriter] Feb 15, 1985
Major Financial Firms Place Their Faith in Telemarketing to Sell IRAs
As the April 15 deadline for starting an individual retirement account (IRA) approaches, many US financial institutions are employing telemarketing techniques to increase their shares of the growing IRA market. Devon Scott, president of Campaign Communications Institute of America Inc. (CCI), maintains that telemarketing efforts complement direct mail campaigns and add a personal touch. Follow-up telephone solicitations can improve the response rate of a direct mail campaign by 2.5 to 7 times more than the use of direct mail alone. Between 150,000 and 200,000 telephone calls for clients trying to sell IRAs will be placed by CCI this marketing season. Murray Roman, the founder of CCI (New York), began his telemarketing career with a large telephone campaign for Ford Motor Co. in the 1960s and later established the production-line approach to telemarketing used at CCI.
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Anonymous
Full text: [Marketing News] Feb 15, 1985
Direct Marketing – Crossing the Mail Minefield/Picking the Product/The High Tech Pitch/Turning On to Ads by Telex
Good direct mail letters are usually written by experienced advertising copywriters and are about 4 pages long. They should start with the offer and end with a strong call to action and a postscript repeating the offer and asking for action. The letter must be convincing and tautly written, with a varied layout. A product suitable for direct mail should be something that is expected to be sold that way and that is easily mailed. Services generally do well. An evaluation checklist notes important factors to consider, but hard work and risks remain. Technological advances today provide better focus for direct mail, new access routes, and individually personalized letters. Various combinations of media, including traditional ones, are best. For direct marketing, telex offers the advantage of speed at a relatively low cost. Telex advertisements can stand alone or supplement a campaign, but they should only be used when urgency is justified. The UK’s Telexshot now has over 400 users.
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Watson, John
Smith, George
Gater, Chris
Tisdall, Patricia
Full text: [Marketing] Feb 28, 1985
Test Marketing – New Products Offered Direct Line to Tests
Until the past 6 months, direct marketing has been overlooked as a test marketing technique, but it is now growing in popularity. Direct marketing can test the effectiveness of various selling strategies and even record the purchasers of a product and the price paid for it. Advantages of this testing method include more secrecy, lower cost, and the simplicity of evaluating results. Through direct marketing, individual factors can be separated and analyzed, and different names or copy can be studied simultaneously. Free samples and other expensive means of direct marketing increase the initial cost of the program but yield better overall results. Recent technical advances are largely responsible for the new usefulness of direct marketing. Coding of coupons now allows manufacturers to determine who buys products, and cable television has made selective advertising possible. There is, however, some disagreement about whether direct marketing is more a testing tool or a promotional tool.
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Cleaver, Joanne Y.
Full text: [Advertising Age] Feb 28, 1985
Soviets Say ”Da” to Direct Mail
According to Tony Arau of the A&R Group, a mailing package for the Soviet magazine Soviet Life was received by approximately 500,000 people in the US during January 1985. The package, first used in January 1984, ran against the magazine’s previous control and outpulled it by 100%. About 12 different lists are used for the promotion, most of them related to cultural magazines or events, travel, or interest in foreign affairs. Soviet Life’s circulation has increased to almost 50,000 subscribers. Another 10,000 copies are sold on newsstands each month, and 2,000 more are distributed by the Soviet embassy. At present, there is a 62,000 limit on the number of magazines that can be sold in the US because of a cultural exchange agreement between the US and the USSR. America, the US counterpart of Soviet Life, is sold throughout the USSR as well as distributed to subscribers. According to Arau, when an issue appears on the newsstands, people line up to buy it.
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Hanley, Kevin
Full text: [Zip Target Marketing] Mar 1985
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