TELEPHONE MARKETING COMMANDING INCREASED ATTENTION
TELEPHONE MARKETING IS COMMANDING A LOT OF ATTENTION AMONG INDUSTRIAL MARKETING EXECUTIVES, AND APPARENTLY FOR GOOD REASON. AN AMERICAN TELEPHONE & TELEGRAPH CORP. CAMPAIGN THAT INVITED PROSPECTS TO A NEW-PRODUCT DEMONSTRATION FOR NCR CORP. ATTRACTED A GOOD 24 PERCENT OF THE PROSPECTS CALLED. A TELEPHONE CAMPAIGN FOR BELL & HOWELL’S BUSINESS EQUIPMENT GROUP MADE SALES APPONTMENTS WITH 35 PERCENT OF THE PERSONS ON THE LIST. ONE REASON FOR PLACING EMPHASIS ON TELEPHONE MARKETING IS THE RISING COST OF PUTTING A SALESMAN ON THE ROAD. ANOTHER IS THE COST OF ADVERTISING AND DIRECT-MAIL. TELEPHONE COSTS, ON THE OTHER HAND, OFTEN HAVE DECREASED. PERHAPS THE MOST IMPORTANT REASON IS MANAGEMENT’S INSISTENCE THAT MARKETING EXPENDITURES BE COST-EFFECTIVE AND COST-ACCOUNTABLE. TELEPHONE MARKETING MEETS BOTH CRITERIA EMINENTLY WELL.
seo aol
Full text: [Industrial Marketing] AUGUST 1977
UPGRADING LETTER COPY
IN SOME SITUATIONS, A POSTAGE-PAID REPLY CARD MAY NOT BE THE BEST RESPONSE VEHICLE. IN CASES IN WHICH THERE IS ANY ELEMENT OF SECRECY, AN APPEAL TO PHONE A NUMBER IS A BETTER TECHNIQUE. IT OFFERS THE SAME IMMEDIACY AS A REPLY CARD, BUT IS A GREAT DEAL MORE PRIVATE. DO NOT IGNORE THE VALUE OF THE UP-FRONT BENEFIT HEADLINING. IF IT IS SPECIFIC TO A PROBLEM THE PRODUCT OR SERVICE IS SUPPOSED TO SOLVE, IT WILL GRASP THE ATTENTION OF THE PROSPECTS WHO SEE THEMSELVES AS HAVING THE PROBLEM. IT MAY AROUSE AN IMMEDIATE FEAR WHICH WILL SPUR A PROSPECT TO ACTION. ADDITIONALLY, IF THE PRODUCT OR SERVICE IS PITCHED TO A SPECIFIC MARKET, ADDRESSING THE LETTER TO THIS MARKET CAN BE PRODUCTIVE IF THE MARKET IS LARGE ENOUGH. GENERALLY, ANY SELLING LETTER SHOULD BE AIMED ONLY AT THAT PORTION OF THE MARKET THAT HAS A PRESENT NEED AND THE ABILITY TO BUY.
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BRINGE, PAUL
Full text: [Direct Marketing] AUGUST 1977
DIRECT MAIL IS FOR PROS WHO KNOW THEIR BUSINESS
DIRECT-MAIL IS A BUSINESS FOR PROS WHO KNOW PRODUCT, MARKETS, MEDIA, THE MATHEMATICS OF MARKETING, COMPUTERS, AND BACK ROOM CONTROL. COMMON MISTAKES MADE IN DIRECT MAIL ARE IMPROPER LIST SELECTION, ATTEMPTS TO BUILD LISTS INTERNALLY WITHOUT THE PROPER PROCESSES, MAILING TO TITLES WHEN OTHER WAYS OF ADDRESSING WOULD BE MORE EFFECTIVE, AND REFUSAL TO CONSULT A PROFESSIONAL FOR MAILING NEEDS. IN ORDER TO BE SUCCESSFUL, THE FIRST CRITERION IS A GOOD LIST. REFUSING TO PAY SOME ARBITRARY FIGURE FOR A LIST CAN MEAN THE FAILURE OF A POTENTIALLY GOOD CAMPAIGN. ADDITIONALLY, LISTS COMPILED BY SALESMEN OR OFFERED WITHOUT A SOURCE REFERENCE ARE USUALLY DISASTROUS. A SURPRISING NUMBER OF MAILERS SEEK TO DETERMINE THEIR ENTIRE FUTURE IN THE MAIL BASED ON ONE MAILING OF ONE OFFERING IN ONE PACKAGE AT ONE TIME…TO ONE LIST. ALL THIS CAN DETERMINE IS WHAT THAT OFFER DID ON THAT ONE LIST.
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BURNETT, ED
Full text: [Direct Marketing] AUGUST 1977
MARKETING FORMS THROUGH THE MAIL – CAN BE VERY PROFITABLE
DIRECT-MAIL MARKETING OF BUSINESS FORMS IS A BUSINESS FOR MARKETING EXPERTS. THERE ARE MANY IN THE BUSINESS THAT DO NOT MANUFACTURE ANY BUSINESS FORMS. THEY ONLY STOCK AND IMPRINT STANDARDIZED FORMS. MOST OF THEIR TIME AND TALENTS ARE SPENT STUDYING MARKET NEEDS, TESTING MAILING, AND MAINTAINING MAILING LISTS. IT IS A COSTLY BUSINESS TO START OUT IN, AND GETTING THE FIRST ORDER IS EXTREMELY HARD AND COSTLY. THE ORDERS ARE SMALL, THEY DEMAND FAST TURNAROUND DELIVERY, CREDIT IS A PROBLEM, INVOICING IS A PROBLEM, AND WAREHOUSING, IMPRINTING, AND TYPE SETTING ARE REQUIRED. ONCE YOU GET THE MOMENTUM, IT CAN BE A VERY PROFITABLE BUSINESS. IT IS ESTIMATED THAT THERE ARE 10 TO 15 MAJOR COMPANIES MARKETING FORMS BY MAIL IN THE UNITED STATES. THE GUESTIMATE IS THAT THE VOLUME RUNS BETWEEN $80 AND $100 MILLION PER YEAR AND THAT THE PROFITS RUN BETWEEN 20 AND 25 PERCENT BEFORE TAXES.
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JORDAN, JORD H., JR.
Full text: [Business Forms Reporter] SEPT. 1977
DON’T DUMP ‘UNBELIEVABLE’ AD CLAIM – RESEARCH IT MORE DEEPLY
IF RESPONDENTS IN A TEST OF AD COPY DEEM IT TO BE UNBELIEVABLE OR SILLY, THEIR REACTION SHOULD BE TREATED AS A CUE FOR CAUTIOUS EXAMINATION OF THE CONTENT OF THE COPY. PERHAPS IT CAN DO A SELLING JOB EVEN THOUGH IT MAY NOT APPEAR TO REGISTER WELL WITH THE CUSTOMER. ONE THEORY STATES THAT HOW BELIEVABLE AN AD IS CONSIDERED BY RESPONDENTS’ ANSWERS TO A DIRECT QUESTION ON THE SUBJECT MAY HAVE LITTLE TO DO WITH WHAT ULTIMATELY OCCURS IN THE MARKETPLACE. OFTEN, A CAMPAIGN WHICH IS ‘DIFFERENT’ (HUMOR, SLAPSTICK, ETC.) CAN AROUSE ENOUGH CURIOSITY TO STIMULATE A TRIAL OF THE PRODUCT INVOLVED. A RECENT EXPERIENCE IN AN AD CAMPAIGN CREATED BY DOYLE DANE BERNBACH IS CITED TO POINT OUT THE FACT THAT RESULTS OF DIRECT BELIEVABILITY QUESTIONS MUST BE ACTED UPON WITH CAUTION. THE RESEARCHER, FIRST AND FOREMOST, IS OBLIGATED TO DESIGN RESEARCH AND INTERPRET THE RESULTS TO REFLECT WHAT IS REALLY OPERATIVE IN THE ACTUAL MARKETPLACE.
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COLLINS, SY
Full text: [Marketing News] SEPT. 9, 1977
Getting Immediate Results Through Direct Response Advertising
Direct response advertising is the art of making someone respond to your product or your advertisement immediately. Direct response is a very finite medium; unlike regular agencies, a direct response agency lives and dies by what it produces for its clients, and the results are available within the first month. By couponing ads and coding them, a direct response agency can test copy and headlines before committing to a full campaign. A test takes some of the worry and guesswork out of developing a program. Weekly and monthly publication are better for direct response advertising than daily newspapers. The weekly and monthly publications stay in the home for a period of days, while the daily newspaper is thrown away daily. If your ad in the daily is not seen, that is the end of it. Other media include radio, TV, direct mail, and a relatively new area, product postcard service publications.
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Tarpay, Peter
Full text: [Mark II] October 1977
TEN SALES PROMOTION PROJECTS THAT REALLY WORK
THE TEN EFFECTIVE SALES-PROMOTION PROJECTS INCLUDE – 1. CREATE SINGLE SHEET PROMOTIONAL MATERIALS FOR A SPECIAL ISSUE. MAKE THEM GRAPHICALLY SUPERB AND LARGE TO CATCH ATTENTION. 2. ONCE EACH QUARTER, DESIGN A DIRECT-MAIL PIECE THAT HAMMERS HOME A CURRENT SALES ADVANTAGE. 3. USE CAREFULLY MIXED AND TIMED PROMOTIONS IN THE WEEKS PRECEEDING A SPECIAL ISSUE. 4. TWICE A YEAR, DESIGN EXPENSIVE DIRECT-MAIL PROMOTIONS FOR THE MOST VALUABLE PROSPECTS. 5. ONCE OR TWICE A YEAR, DESIGN COMPLETE MAGAZINE PRESENTATIONS FOR FACE-TO-FACE SELLING. 6. PRACTICE TARGET SELLING USING PERSONALIZED ONE-USE PROMOTIONS. 7. AT ODD INTERVALS, INITIATE A PERSONALIZED LETTER SERIES TO BE MAILED TO UNSOLD PROSPECTS. 8. PUBLISH A NEWSLETTER FOR FRIENDS AND BUSINESS CONTACTS. 9. USE DISPLAYS IN SELECTED AIRPORTS TO REACH HARD-TO-GET MANAGERS OF PROSPECT COMPANIES. BILLBOARDS MAY ALSO BE USED. 10. RUN DRAMATIC SPREAD ADVERTISEMENTS IN THE ADVERTISING PRESS.
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WOOD, MICHAEL M.
Full text: [Folio: The Magazine for Magazine Management] OCTOBER 1977
IS YOUR OPENING QUESTION TURNING THEM OFF
THE ONLY TIME TO USE A QUESTION AS AN OPENING PARAGRAPH OF A SOLICITATION LETTER IS WHEN THE ANSWER IT WILL NORMALLY ELICIT IS ONE WHICH WILL START THE READER ON A CHAIN OF THOUGHT THAT LEADS TO A DESIRE TO SUBSCRIBE. NEVER USE A QUESTION THAT CAN BE ANSWERED WITH A FLAT ‘NO’, UNLESS THE NEGATIVE ANSWER IS IN ACCORD WITH THE NATURE OF THE PUBLICATION’S OPINIONS. NEVER USE A QUESTION WHICH CAN CAUSE THE READER TO ASK WHY YOU DO NOT KNOW THE ANSWER. MOST LETTERS WOULD BE STRONGER AND MORE EFFECTIVE IF THE OPENING PARAGRAPH WERE CUT AND THE SECOND, MORE NATURAL PARAGRAPH USED TO OPEN. A GOOD LEAD-IN QUESTION WILL FOCUS THE READER’S ATTENTION IN A DIRECTION WHERE THE WRITER WANTS IT TO GO. ONE SUCCESSFUL MAGAZINE, ‘SONGWRITER,’ ALSO INCLUDES WITH ITS OFFER OF EXAMINATION OF A FREE ISSUE A BONUS OFFER. THIS METHOD PROVIDES A PLACE FOR ‘YES’ AND ‘YES SPECIAL BONUS’ SLOTS, RATHER THAN THE USUAL YES-NO TOKEN RESPONSES.
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AHREND, HERBERT G.
Full text: [Folio: The Magazine for Magazine Management] OCTOBER 1977
BIG BUCKS IN PRIVATE ADS
RAY GREENE, PRESIDENT OF THE CLASSIFIED INTERNATIONAL SERVICE, INC., TOLD THE WCAA ANNUAL CONFERENCE TO THINK OF PRIVATE CLASSIFIED ADS AS BIG BUSINESS. HE NOTED THAT 18 PERCENT OF EXISTING HOMES WERE SOLD BY PRIVATE PARTIES, AS ARE BETWEEN 40 AND 45 PERCENT OF USED CARS. ONE WAY TO KEEP PRIVATE PARTY ADS COMING IN IS GOOD PROMOTIONAL CAMPAIGNS. PRIVATE PARTY ADS MUST BE PROMOTED WITH TOTAL MARKETING KNOWLEDGE. KNOW THE PRODUCT AND ITS MARKETPLACE CHARACTERISTICS AS THEY RELATE TO BOTH PRIVATE PARTY ADS AND COMMERCIAL ADS. ADVERTISING-ROP, IN SECTION, DIRECT-MAIL, ELECTRONIC MEDIA, OTHER NEWSPAPERS, OUTDOOR, AND REMEMBRANCE ALL NOW CLAIM SPACE ALLOTMENTS FOR CLASSIFIED. BUT, FOR THE AVERAGE NEWSPAPER, THE IDEAL MEDIUM IS ROP PLUS CLASSIFIED IN-SECTION ADVERTISING. VISUALS, GRAPHICS, AND EYE-CATCHING DEVICES, PLUS THE INCLUSION OF AN EASY MAP OF THE AREA TO AID APARTMENT AND HOME SALES ADS, ARE SUGGESTED.
seo gloucester
Full text: [Editor & Publisher] OCT. 15, 1977
Lead-Generating Direct Mail: How to Make Yours Work Harder
When writing a lead-generating letter, never have it tell the whole story. IF you do, the reader has good reason to come to a decision right there, and that is not what your letter is aiming at. When giving a gift to people who ask for additional information, it works best if the gift ties in with the nature of the product or service being sold. Additionally, it should not be so expensive that the prospect is reluctant to say yes for fear that he will be committing himself in some way. Finally, be sure that the prospect knows the gift does not obligate him in any way. When selling to an upscale audience or selling an expensive product, it may pay to use a mag-card-typed letter instead of a form letter. The extra personalizing can often be worth the money. The use of a fill-in letter can be acceptable if the ink and typeface match perfectly. Send personalized letters first class with the same, etc., typed on the letter.
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Brock, Luther
Full text: [Direct Marketing] Nov 1977
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February 10, 2012 12:00 am | 
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