The Latest Mail-Order Sales Software!
Consumer mail-order sales account for over 3% of total retail sales in the US. With the help of computers, mail-order businesses are increasing their sales and more companies are adding mail-order operations. Societal and demographic changes have contributed to increased mail-order business and target marketing has improved the ability of firms to find the segment of the market interested in a particular product. Computers can quickly sort mailing lists by zip code or alphabet, process orders, control inventory, and keep customer files for marketing purposes. Most mail-order houses operate with minicomputers. One of the most popular packages available for minis is the Markline Mail Order Computer System developed by Massachusetts-based Markline Co. Inc., a direct mail marketer of consumer electronics. Many other applicable programs are available. Although 7 billion catalogs were in circulation last year, 70% of households have yet to buy from mail-order firms.
online marketing sme
Li, Lindsay
Full text: [Business Computer Systems] Sep 1984
Mail Power Fuels Unit of AmEx
American Express (AmEx) was the 12th-largest direct marketer in the US in 1982, garnering $150 million in sales. Current growth of American Express Merchandise Sales, a division of AmEx Travel Related Services Co., is running at 25%-30% per year. Robert Meyers, senior vice-president-merchandise sales, credits AmEx’s base of 17 million credit card users, to which it markets almost exclusively, for much of the company’s success in direct marketing. Annual sales volume has now reached $220 million, up 750% since 1975. AmEx owns only 20% of what it sells, but its merchandise is upscale in quality, design, and price. The company uses billing inserts and special mailings to 2 million of its best customers to test merchandise and enhance the likelihood that mass mailings will be successful. The merchandise itself is divided into 5 core businesses: 1. business products, 2. collectibles, 3. clothing and accessories, 4. electronics, and 5. general merchandise. AmEx plans to expand some of the existing merchandise categories, particularly business-to-business items, and create several new ones.
seo dc
Edwards, Paul L.
Full text: [Advertising Age] Sep 13, 1984
Try These Tips to Heat Up Your Lead-Generation Plan
Gail M. Chrystal, president, The Chrystal Direct Marketing Group (Chicago), believes that the average cold call costs a company $200, but lead generation with follow-up can cut these costs dramatically. These steps can help develop a well-planned lead-generation program: 1. Determine the product to be promoted – its unique selling points, cost differential, and benefits to purchasers. 2. Determine the target audience. 3. Use space-advertising, direct mail, sales follow-up, telemarketing, personal contact, and incentives. 4. Pinpoint the best lists and media available to reach target prospects. 5. Utilize a call report program to record results of efforts. Effective use of direct mail includes: 1. an impressive cover letter, 2. personalization, 3. toys – things to punch out, stick on, etc., and 4. premiums. The advantage of direct mailing is knowing exactly how much money is made. Direct response is an $87 billion industry that works.
internet marketing speaker
Anonymous
Full text: [Marketing News] Sep 14, 1984
You Don’t Have to Know Spanish to Reach the Hispanic Market/Sampling Modular Magazines
Carol Wright Hispanic, a successor to the Carol Wright Hispanic coupon program, is having a boom year, according to Anthony Mercado, manager of Hispanic marketing at Donnelley Marketing (Stamford, Connecticut). A study by Donnelley in 1983 indicated that Hispanic homemakers want more direct mail offers and prefer higher-priced items, $25 or more. Donnelley’s advertisers are 96% Anglo marketers who want to establish a franchise in the Hispanic community. A magazine sampling module has been developed by Modular Magazine Sampling Systems (New York City). The modules involve a reproduction of the familiar outer appearance of well-known publications, but the box-like replica includes product samples with promotional descriptions and coupons for discount purchases. Most modular sampling programs have focused on professionals and trade publications. However, a Working Woman module sent to 25,000 subscribers last spring reported a 76% to 93% trial and purchase intentions ranging from 30% to 63%.
search engine optimization dallas
Hersch, Linda
Wallace, Denise
Full text: [Zip Target Marketing] Oct 1984
He’s the Weatherman of Direct Marketing
Arthur Orens is an architectural engineer who founded a company called Energy Advisor in Corvallis, Oregon. Orens takes information from the US Department of Agriculture and the National Oceanic and Atmospheric Administration to provide charts featuring: 1. heat and cooling degree days (both maximum and minimum), 2. monthly temperatures, and 3. average and mean temperatures for the previous year. Originally intended for nursery operators, Orens now supplies the data to retailers such as Sears and K mart to help them calculate heating and cooling degree information. Weather data can also help marketers consider areas that they once avoided. For example, thermal underwear marketers may not be interested in Arizona, but Flagstaff, Arizona, is about 7,000 feet higher in elevation than Phoenix and may be cold when Phoenix is warm. Orens believes that catalogs should be mailed to different parts of the country at different times to capitalize on weather variations.
search engine optimization about
Davis, Mary O.
Full text: [Zip Target Marketing] Oct 1984
GOP Unites Behind Direct Marketing (Part 2)
Most political direct marketing is aimed at generating funds for candidates and causes, but Bob Skidell Enterprises Inc. (Miami Beach, Florida) uses it only for voter persuasion. Company president Bob Skidell plans direct marketing strategies for both major parties by using data from voter registration tapes that he gets from candidates or political groups. A letter from the candidate is sent first, followed by telemarketing efforts and an Express-Comm that looks like a telegram. According to Robert Perkins, director of finance for the National Republican Senatorial Committee, his organization has between 5 and 12 different packages at any one time. Each package looks different, says different things, and is addressed to different market segments. The Committee mails out about 25 million packages per year, and during 1984 alone, tested 5,000 lists.
seo tracking
Hersch, Linda
Full text: [Zip Target Marketing] Oct 1984
Dear Prospect: Don’t Do Anything!
A mailing program for Business Week’s Guide to Careers broke one basic rule of direct marketing, asking recipients not to respond, and yet achieved a noteworthy 87% success rate. The new publication was targeted at senior media decision makers at 500 leading companies and agencies. A package was delivered by United Parcel Service containing a small hardwood box with the publication title laser-etched onto the top panel. A message on a pull-out sheet introduced the new publication and said that the locked box held the opportunity for an instant prize as well as a chance for 15 grand prizes of portable computers. For recipients to be eligible, the box had to be opened by a Careers media representative, and recipients were asked to wait until the rep called them. The media rep awarded the instant prize, a desk planner, and validated the grand prize entry form. Some 437 prospects gave appointments to the media reps. Some 10 pages of advertising were sold immediately, and 120 additional prospects were identified.
seo grader
Breau, Dan
Full text: [Zip Target Marketing] Oct 1984
CMP’s Busy Office Doesn’t Quite Fit into Quiet Long Island
CMP Publications in suburban Manhasset, Long Island, New York, has been rapidly adding more publications and services. JoAnna Brandi joined CMP in 1978 as general manager of Technology Trends, a subsidiary which marketed cassette microprocessor courses, electronics, and technical books. Brandi and John Corbin, former division manager of the Data Services Division, decided to take Technology Trends’ most profitable product, its mailing list, and market it. Brandi now manages Direct Marketing Services for CMP. Roman Managed Lists (New York City) manages 2 electronics lists, 3 computer lists, and the high-technology database for CMP. CMP manages its own lists for VSLI Design, which is highly technical, and Computer Retail News, which is restricted. Since many of Direct Marketing Services’ direct clients are also CMP advertisers, Brandi spends a lot of time with them, selling the direct mail concept and teaching them how best to use it. About 75% of them are using direct mail for the first time.
seo eun gyo
Anonymous
Full text: [Zip Target Marketing] Oct 1984
Alerting Charitable Donors to Financial Planning Opportunities
Fund-raising programs of charitable organizations can alert prospective donors to opportunities for detailed planning of contributions in the context of personal long-range financial and estate planning. Inter vivos and testamentary planning mechanisms include: 1. charitable income and remainder unitrusts, 2. pooled income funds, and 3. gifts of life insurance. Suggestions for use of planned gifts can be made as alternatives to immediate and outright commitments that donors do not otherwise perceive as feasible or as a supplement to current financial support. Promotional mailings describing planned gift arrangements, both generally and selectively to prospective donors, can be an effective marketing technique. Reply-card mailings spaced 3 or more months apart will often generate requests for more information from .5% to 1.5% of the recipients of each mailing. Extensive follow-up may be required and need to be approved in advance by the organization’s own legal counsel. However, the charitable organization can not give tax or legal advice. The staff’s ability to respond with adequate information, speed, and creativity in working with donors’ advisers will often be crucial in getting a significant gift commitment.
search engine optimization richmond va
Van Valer, R. L.
Full text: [Trusts & Estates] Oct 1984
Mass Marketing Succeeds Through Direct Mail
By using a computer and company tools, an insurance agency can make direct marketing work effectively. The first step is investment in computer technology to compile mailing lists and produce letters. The agency should: 1. Contact companies with whom independent agents work and obtain brochures from them. 2. Select a target market and send the material along with a response card. 3. Upon receipt of response to mailings, contact prospects immediately and arrange an appointment. 4. Ask new clients for expiration dates of other policies. These dates can be entered into a computer for later examination and follow-up. A number of conclusions may be drawn from experience with the direct marketing approach, including: 1. Independent agencies can compete cost-effectively. 2. Business is there if an agent actively solicits it. 3. Direct mail brings highly motivated clients to the product. 4. Direct mail permits agents to devote more time to writing policies and less time to prospecting.
search engine optimization pune
Diederich, Richard
Full text: [Rough Notes] Oct 1984
seo toolbar for ie | | 
May 31, 2010 12:00 am | 
Comments (0) 
Subscribe