Mail Order Food Au Naturel
Walnut Acres Natural Foods, a direct marketer of organically farmed food products, has combined a centuries-old farming philosophy with modern day marketing techniques to create an unbeatable recipe for direct mail success. According to chief operating officer Bob Anderson, the company discovered that direct marketing allowed them to have more control over how the food was sold. In the 1950s, when Walnut Acres first started selling direct, their enterprise was among the first marketing ventures of its kind. In recent years, the company has become adept at direct marketing. Walnut Acres used a variety of lists, many of them unconventional, to establish its current consumer base. The entire marketing framework centers on the philosophy that agriculture should be based on purity. This presents problems from a marketing perspective because the products contain no preservatives, and shelf life is important.
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Bencivenga, Dan
Full text: [Target Marketing] Aug 1988
Do Newspapers Assault DM?
At a recent roundtable discussion, leaders in the direct marketing industry discussed newspaper publishers’ attitude about direct mail. Mike Gerhardt, president of Direct Strategies Inc., said that newspapers do sell against direct marketers because they want advertisers to use newspapers instead of direct mail. Brian Becker, senior vice-president of Claritas, pointed out that newspapers will slander one of their largest competitors while they assume the constitutional protection of freedom of the press. Joan Ryan of Ryan Associates noted that the effects of the postal increase are creating some problems, while Gerhardt stated that the recent price increase has caused direct mail to lose some of its advantages as compared to other media. Kurt Medina, senior vice-president at National Liberty Marketing, complained that marketers are concerned about inconsistent delivery rates.
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Anonymous
Full text: [Target Marketing] Aug 1988
The Fine Art Of Writing A Sales Letter
Leading direct-mail copywriters identified some of the most common mistakes managers make when trying to write sales letters. For example, managers often fail to focus on the main point. A potential customer must be told whether to make an appointment for another meeting, buy the product, or call. This gives the client a clear understanding of how to respond. Managers also tend to write the letter from their own viewpoint instead of the potential customer’s. Failing to stress the product’s benefits for a client is another problem, as is failing to make the letter easy-to-read and eye-catching. Graphic devices, such as asterisks and bullets, catch the eye and direct and hold the reader’s attention. Managers also fail to include a postscript, although according to several industry surveys, this addendum is the most frequently read portion of a letter. In addition, they fail to create the right image of the company, and they do not follow up with another letter.
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Lynton, Linda
Full text: [Sales and Marketing Management] Aug 1988
AT&T Reaches Out to Insurers
AT&T American Transtech, a subsidiary of AT&T, an information management services company, is advising members of the insurance industry that marketing success cannot be assured. The AT&T subsidiary offers advanced database management techniques and scripted and conducted inbound and outbound telemarketing services to “capture” inquiries, generate leads, or test new strategies. AT&T American Transtech also offers a huge direct-mail services operation. Last year, the firm’s direct marketing services started focusing on 4 industries — banking, securities, insurance, and telecommunications. Jerry McMillan, manager of market development for AT&T American Transtech, says that the company can provide applications and services that specifically address the needs of the insurance industry. The company really wants to understand the needs of the customers, how they market their products, and how value can be added to that process. The company has targeted specific accounts.
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Maher, Thomas M.
Full text: [National Underwriter] Aug 1, 1988
Brand Report No. 154: Scotch and Blended Whiskeys: How Dry They Are
In 1987, consumption of Scotch whiskey was 14.4-million cases, down from a 1979 high of 22.5 million. Blended whiskey sales dropped from 22.3-million cases in 1973 to 9.3 million last year. Although alcohol consumption is down, people want to drink better. Although accounting for under 5% of US sales, single-malt scotch is the only scotch that is gaining ground. Advertising for scotch blends is growing, with budgets for Guinness PLC’s Dewar’s White Label and Johnnie Walker up to at least $25 million. The key demographics for heavy drinkers of scotch are male college graduate professionals in the Northeast, aged 55-64, with annual household incomes of $50,000 or more. Heavy blended whiskey drinkers are similar only in regard to being men in the Northeast. Dewar’s White Label advertisements appear in business publications and also cultural magazines. Direct marketing started earlier this year to promote and generate members of the Dewar’s Highlander Clan. J&B advertises in magazines, such as Sports Illustrated, and runs several-page ad inserts in Spy, which pokes an irreverent finger at New York culture.
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Schnorbus, Paula
Full text: [Marketing & Media Decisions] Aug 1988
The Power Of Negative Thinking
When writing advertising copy, negative information should not be worded aggressively unless the readers are meant to think the advertiser is the originator of the reason for the negative information. One subrule of this rule of negative transmission is not to tell readers they have a problem unless a solution will be presented later. The other subrule is to not open a selling argument with “don’t.” It is fatal for an advertiser to state that it has a problem in a commercial direct-mail campaign. A negative reference is to be used only if the reference will help salesworthiness or credibility. An ad must be relevant in order for the reader to read the entire text. A negative sales argument attacking the reader’s failings can be effective if the reader acknowledges the failings and if a solution is offered.
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Lewis, Herschell Gordon
Full text: [Direct Marketing] Aug 1988
How Good Promotion Can Increase Your List Rentals
Questions to consider when thinking about how list promotion will be handled include: 1. who is renting the list, 2. whether there are ways of cross-selling or upselling to mailers currently using the list, and 3. who makes decisions on list rental. Well-planned and coordinated direct marketing campaigns achieve results, but some managers do not plan strategies. List managers, in the business of direct marketing, should be treated as business partners whose direct marketing expertise reflects a high level of competence. Promotional efforts should be focused on the brokerage community, and since brokers make little money on list tests, they will recommend lists with roll-out potential more often. It is how names are promoted that makes the difference in the list rental marketplace. CareerTrack Media, Boardroom Lists, and American List Counsel are direct marketing firms which are doing an excellent job of promoting their lists. A good list promotion will: 1. create awareness, 2. compel readers to take action, and 3. be consistent with corporate image and product line. Illustrations.
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Taybi, Paul
Frankel, Judy
Full text: [Catalog Age] Aug 1988
Two for the Mac: Do They Help the Marketer?
Apple Computer Inc. wants to direct its products toward the business market. Success depends on the availability of productive business software. Two new marketing programs for the Macintosh, Client/Mac from Software Complement (Matamoras, Pennsylvania) and Market Master/RA Version II from Breakthrough Productions (San Diego, California) may not be forceful factors in marketing the Macintosh to business. The sales literature and documentation for both are unclear and bewildering. The text for Market Master/RA belabors “marketing strategies” with imprecise cliches. More detail is needed about how to use the program. Market Master/RA does provide an interesting extension for computerized marketing because it allows the user to perform results analysis of marketing programs and campaigns. It also has some useful features as a lead-tracking program. The Client/Mac’s documentation provides austere instructions. Both programs qualify to some extent for basic lead and sales tracking, but neither provides a good reason for acquiring the Macintosh.
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Wortman, Leon A.
Full text: [Business Marketing] Aug 1988
Pool of Computer Buyers Expands in Britain
Computer vendors in the UK are changing their marketing tactics in response to the declining influence of data processing managers and the increased role of corporate department heads and end users in selecting equipment. Some companies are placing more emphasis on advertising while others for expanding their direct salesforces. Digital Equipment Corp., for example, is spending $1.8 million on an advertising and direct-mail campaign that is promoting its workstation computers. British Olivetti Ltd.’s major communications vehicle is a “Corporate Buyers’ Guide” to its computers. The booklet is sent to department heads and can be updated regularly with information about the company’s latest products and services. The printed information is backed up with visits from the company’s direct salesforce. This change in decision making is giving vendors who previously sold to small and midsize businesses the opportunity to approach large corporations.
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Milmo, Sean
Full text: [Business Marketing] Aug 1988
Current financial advertising: New Jersey bank uses written service guarantee to lure customers
To differentiate itself in a market full of newly merged banks, National State Bank (Elizabeth, NJ) has run ads promising customers a “Guarantee of Service”–a nine point program. Print and radio ads featuring bank executive officer Arthur C. Campbell discuss the points, which include local decision making, fair pricing, and the correction of errors. Customer reaction to the campaign has been positive.
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Anonymous
Full text: [Bank Marketing] Aug 1988
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