The Fundamental Elements of Successful Cataloging
A mail order business must sell an entire line of goods to be successful, and repeat business is what makes money. However, a catalog business should develop as an expansion of a retail store, or proven mail order products. Guidelines for making a catalog successful include: 1. attractive, interesting, useful, and solid merchandise, 2. acceptable prices, 3. merchandise with a common theme, 4. well-displayed merchandise, 5. a money-back guarantee, 6. testimonials from satisfied customers, and 7. the overwrap-a 4 page sheet that goes on the outside of the catalog. Analysis of sales results is the primary element of catalog-operation management. The catalog ”half-life” is a useful tool in making sales projections. The catalog cost must be estimated, and considerations in catalog selling include: 1. catalog merchandise, 2. space for an item, 3. catalog size, 4. frequency of catalog mailings, 5. frequency and customer segments, and 6. positioning and grouping of items.
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Simon, Julian L.
Full text: [Direct Marketing] Oct 1980
Editing Copy for Easier Reading, Better Results
The letter in a direct mail package usually is written according to the attention, interest, desire, and action (AIDA) sequence. A postscript is also useful because it is one of the most often read parts of the letter. Direct response writers should remember: 1. Short words, sentences, and paragraphs are more easily read and comprehended. 2. Words that are vivid and singular are better than generic words. 3. Active verbs are better than passive verbs. 4. Statements that are supported by statistics, or outside authorities, tend to be believed. 5. People prefer to be carried from one idea to the next with ”bridges”. 6. Words that are personal, and touch the deeper parts of human nature are better responded to. Editing should include the following techniques: 1. editing for short words, sentences, and paragraphs, 2. editing for readability and visual interest, 3. editing for ”negatives” and useless copy, 4. editing for ”Copy Bridges” and continuity, 5. editing for a personal, conversational tone, and 6. editing for ”authenticity” and ”authority”. The techniques should be used one at a time.
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Brady, Thomas B.
Full text: [Direct Marketing] Oct 1980
A Multifactor Experiment on the Generalizability of Direct Mail Advertising Response Techniques to Mail Survey Design
Based on the results observed in direct mail advertising (DMA) studies, a field experiment was conducted to evaluate the effects of 3 techniques on the response behavior to a mail survey: 1. the size of the outgoing envelope, 2. the color of the return envelope, and 3. the use of personalized, plain, or no business card. It was determined that the use of oversize envelopes in sending questionnaires to the potential respondents and the use of yellow or blue return envelopes increased the speed of response. The use of oversize envelopes and the inclusion of personalized business cards also positively affected the response rate. No discernable pattern related to the experimental factors and response quality was discovered. Support was found for the idea that response enhancing techniques in DMA may be generalizable to mail surveys. The mechanism underlying the response rate and speed criteria are stimulated by different factors and must be treated as distinct components of the objective function to be maximized when designing a mail survey.
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Little, Taylor E., Jr.
Pressley, Milton M.
Full text: [Academy of Marketing Science. Journal] Fall 1980
Sweepstakes Rank as Tops
The sweepstakes is the consumer promotional technique showing the greatest increase in popularity by major advertisers. Sweepstakes are relatively inexpensive and simple to execute. Marketers find that sweepstakes are effective in many ways, including: 1. the generation of a significant share of market gains, 2. the generation of trade support, and 3. increasing brand awareness. A sweepstakes can be tied to other promotions, such as a price-off coupon. Sweepstakes are more effective than any other technique for direct mail marketers. There are several states which restrict sweepstakes, however, and many government regulations which apply. The prizes and theme in the sweepstakes must relate to the product. The most appealing prizes continue to be: 1. cash, 2. automobiles, and 3. vacation trips. In using other prizes, research can help determine consumer preference and attitudes. It is important to support the sweepstakes with relatively heavy advertising. The marketer needs to gain trade support and to control costs of the promotion.
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Conlon, Thomas J.
Full text: [Advertising Age] Oct 6, 1980
COMPUTERS & YOU / BY PHIL BERTONI; ; COMPUTING FOR THE CANDIDATES
As might be anticipated, about 95 percent of the Anderson campaign’s computer assistance is devoted to maintaining and processing contributor lists, according to John Boswell, Anderson’s automatic data processing coordinator. Unlike the other two candidates, whose up-front fundraising efforts ceased with their nominations and the glad arrival of federal money, Anderson must continue to pass the hat. Automated hat-passing in this case means processing and augmenting a 200,000-name data base for direct-mail and telephoned appeals for funding and votes. The remaining 5 percent of computer activities go to maintenance of campaign financing records and management of the payroll and other internal operations. As the data-processing arm of a sitting President, the [Carter] operation is fittingly splended and the degree of centralization exhibited would gray [Anderson, Reagan]‘s hair. Bill Krause, director of information services for the Carter campaign, informs us that the maintenance of lists of voting and contributing supporters, for direct mail targeting, which makes up the bulk of the other campaign computer operations, is only a part of the Carter system. For one thing, it reduces the clout of the local politician. Formerly the local pol knew the voting histories of his district, knew the economics, the subltle intricacies of the issues and necessarily played a part in the big shots’ consultations. But there are now political consulting firms that provide computerized historical data bases of voter habits for a locality or region. Some outfits create their own, but mostly they’re acquired from marketing research firms, who merge voting histories of districts with census tract data to yield an extremely detailed voter demographic profile. What emerges is an extremely powerful direct-mail and strategic- support tool, with which voter groups can be targeted precisely.
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PHIL BERTONI
Full text: [Boston Globe (pre-1997 Fulltext)] Oct 14, 1980
REPUBLICAN FOE SPURS CONCERN FOR BRADEMAS; The Race for Congress
”I view myself as a change agent,” said Mr. [John P. Hiler], who said that he would press Congress to see that such national concerns as reducing inflation and unemployment superseded Federal lawmakers’ customary concern about projects and programs of direct benefit to their own constituents. ”Congressmen have almost became ombudsmen and the question now is whether they have stopped being legislators,” said Mr. Hiler, who is marketing director at Charles O. Hiler & Son, Inc., a foundry in La Porte owned primarily by his father. Mr. [John Brademas], who has sought to add spark to his campaign with announcement of grants for various projects in the district, acknowledged that Mr. Hiler ”has been able to make headway” for a variety of reasons. While ideological differences over the merits of Federal grants to localities for various projects have played a role, he maintained that the principal factors were the unemployment situation in the region and a feeling that ”people in the district don’t really know what he stands for.” ”He’s by far the most right-wing – he’s considerably to the right of Ronald Reagan,” Mr. Brademas said of his opponent. ”So I have the job of rather aggressively articulating his position.”
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STUART, REGINALD
Full text: [New York Times] Oct 19, 1980
Planning, List Selection, Copy, Layout, Timing, Testing Can Make or Break Direct Mail Pieces
The success of direct mail programs is influenced by the careful consideration of planning, list selection, copy, layout, timing, and testing. Direct mail is one of the most effective ways to market products or services, but it is often misunderstood. Direct mail does not achieve results automatically. Planning of a direct mail marketing program calls for great attention to detail. It is important to determine specific objectives to serve as a standard to measure the overall results of the program. An analysis of current customers is one of the best guides to a list selection of people who are logical users of a product or service. The copy should be clear, easily understood, brief, courteous, polite, and believable. The layout should be simple and easy to read. The timing of the mailing is also important. It is wise to test the results of the direct mail effort.
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Von Der Wense, Bodo
Full text: [Marketing News] Nov 14, 1980
Group In-Hospital Sales Heating Up
Group in-hospital indemnity insurance is being offered to members of alumni associations, credit card companies, auto clubs, etc. The policies pay from $30-$60 each day an insured is hospitalized with a maximum coverage period of one or 2 years. Group in-hospital benefits are paid regardless of other insurance or type of medical care involved. Executives report that competition is definitely up, and that consumer awareness and receptivity are increasing too. The principle reasons for this growing interest are: 1. double-digit inflation, 2. the increase of 2-income households, and 3. the growth of mass marketing techniques. Robert Yoerger, chief of the life-health division in the Ohio insurance department, reports that his insurance department has received few complaints about group in-hospital plans, although he is concerned that the coverage be promoted as supplemental, and not basic, hospitalization insurance.
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Kocolowski, Linda
Full text: [National Underwriter] Nov 15, 1980
ADVERTISING WORLD Pepsi steps up its direct challenge to Coke
The uniqueness of the campaign is in its uncompromising competitiveness,” said Pepsi director of marketing Colin Naughton.
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DAN WESTELL
Full text: [The Globe and Mail] Nov 19, 1980
Can Direct Sales Conquer TV?
Opportunities for an adventurous approach to direct marketing on television (TV) remain unexploited. TV direct selling is still so underdeveloped after 5 years of experimenting that few operators know how to take advantage of it, the only current example of unqualified success being the TV direct marketing of records. Television is so transient that a tie-in with press advertising is essential for sponsoring firms to gain credibility for their offers. No individual advertiser is as yet interested in funding a campaign of the necessary size to establish the technique. A step in the right direction is the publication of Preview Shopper, a leaflet distributed to every home in an ITV area. It contains instructions on how to order a variety of products and is backed up with a heavy TV campaign. Despite other moderately successful efforts, it is questionable whether viewers will support TV direct selling enough to make it viable for both TV company and advertiser.
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Cunningham-Reid, John
Full text: [Marketing] Nov 19, 1980
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