Direct Marketing: Reaping the Rewards of Accountable Advertising
While general advertising is necessary to create a favorable image and establish confidence, direct advertising should be used to zero in on a particular objective. The results of direct mail marketing are easily measured. Applications of successful and unsuccessful direct mail marketing programs in the banking industry are examined. Direct marketing lessons derived by trial and error in banking include: 1. It is possible to turn around an unsuccessful campaign by offering a premium. 2. Directing prospects to local branches improves response. 3. Pre-approving credit worthiness is cost efficient. 4. Mailing expensive materials does not insure success. 5. Customers are more responsive than non-customers. 6. Direct marketing is a self-refining medium. Banks have not yet begun to utilize fully radio and television for direct marketing. Direct marketing success requires a total commitment.
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Stone, Robert
Full text: [Bank Marketing] Jul 1981
IAC Gets a Warm Message on ‘Hot’ Direct Mail
According to Willis A. Joseph, vice president and director of mass marketing for Globe Life & Accident, in an address to the annual meeting of the Insurance Advertising Conference (IAC), direct mail is the fastest-growing market medium in the US, accounting for over $100 billion in sales of goods and services in 1980. Use of direct mail is a natural result of such factors as the consumer movement and the gasoline shortage, providing about 10% across-the-board return on equity on all products. Not every firm is a candidate for direct mail, which requires a lot of work, according to Joe Armenio of Wilcox Direct Response. A third-party vendor can often help the firm. Before starting a direct mail campaign, the firm needs to take several steps, including: 1. setting objectives, 2. designing a plan the sales force can handle, 3. involving the field personnel, and 4. advising all levels of the organization about the expenditures. Allstate is a large user of direct mail, using a 3-part program which involves: 1. billing inserts (for Allstate and Sears customers), 2. an agent-support mailing, and 3. a solo mailing without agent support.
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Maher, Thomas M.
Full text: [National Underwriter] Jul 4, 1981
Mass Marketing: Strategies, Pitfalls (Part 2)
Mass marketing contains pitfalls for the major insurance companies. There must be a decision by management to go either direct mass marketing or career field force, since it is difficult to do both unless separated. Other problems of entering mass marketing include: 1. commitment from all staff, 2. necessity for experienced marketers, and 3. necessity for innovation not imitation. A vital necessity is data processing (DP) expertise. National Benefit Life (NBL) is a life insurance company licensed in all 50 states and several other areas, which successfully made the transition to mass marketing. NBL had several regional mass marketing clients such as Jamaica Water Supply, and in 1970, the company was admitted to all 50 states. A student life insurance idea was the first national mass marketing campaign, and it was successful after a difficult beginning. Perseverance resulted in the launching of the Dreyfus Rainbow Annuity last August, after a 2 year planning period. The fund now has over $70 million, with over $3 million of premiums a week. NBL, which is larger than the New York State Fund, is a major force in the statutory benefits market in New York State.
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Crohn, Frank T.
Full text: [National Underwriter] Jul 18, 1981
Ma Bell Digs for Gold, Using Direct Mail Tools
Since 82% of all adults refer to the Yellow Pages directory for information and 76% of all households use discount coupons, the Bell System has decided to combine the 2 into a special product called Gold Pages Coupons. The Bell System plan retained the Yellow Pages as one distinct directory section and added a separate coupon section. Bell used radio and print advertising to announce the new sales promotion opportunity to retailers and service organizations who had bought directory advertising in the past. The Bell System plans to have Gold Pages Coupons available in all major markets by the middle of 1982. Advertising plans are being designed for each directory market, using different media according to Yellow Pages distribution and number of coupons sold. The mix of general advertising and direct marketing techniques to introduce and promote a new sales promotion medium to the market place makes the Gold Pages, as a total market campaign, unique among Bell System Yellow Pages efforts.
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Stone, Bob
Full text: [Advertising Age] Jul 20, 1981
Lenox’s Spending Spree in Print
Lenox (Lawrenceville, New Jersey) has recently mounted a more intense drive for greater sales, following a period of slightly slackened purchases. The all-print advertiser is extending its magazine and newspaper supplement budget by 40% for the largest national ad campaign ever conducted for china and crystal. Lenox is now spending $2.8 million in national magazines targeted to the pre-bridal, bridal, and post-bridal market. Lenox is supporting that campaign with a strong dealer advertising package including newspaper ads, television commercials, point-of-purchase displays, and direct mail pieces. The new program will be concentrated in the last 5 months of 1981, running in 29 national magazines. Lenox will run over 100 full-color pages in 31 ads beginning in August 1981. Straight product advertising characterizes most of the china and crystal sales efforts. Crystal sales are currently peaking, in part because of its selection as a gift over high-priced silver. In 1980, crystal surpassed its sales peak by 25%, so that now 4 out of 10 brides registering for crystal stemware select Lenox.
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Full text: [Marketing & Media Decisions] Aug 1981
Inquiry Handling Systems: Quest for the Best
Every company needs a good inquiry handling system, but no system is best for all companies. An inquiry handling system comprises 5 steps: 1. generating inquiries, 2. fulfilling inquiries, 3. qualifying prospects, 4. delivering leads to sales force, and 5. evaluating sales calls. The timeliness is important in deciding what response method to use. The fulfillment package needs to contain sufficient literature, such as price lists and technical information, to satisfy the prospect. Companies prefer to send packages only to serious prospects. They try to eliminate literature collectors and competitors. It is important to contact prospects promptly. Thus, the sales manager needs to be involved in the campaign. Proper evaluation of inquiries requires salespeople to fill out call reports to be reviewed by the home office. The effectiveness of advertising as determined by the inquiry handling system is a factor in budget determination.
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Kleinberg, Ellen M.
Full text: [Industrial Marketing] Aug 1981
Creativity Goes In Before the Mail Goes Out
An industrial direct marketing or direct mail program requires serious and sober thinking in the planning stage but needs free-wheeling thinking in the creative part of the campaign. The up-front serious considerations include: 1. determining the nature of the sales problem, 2. determining the objective of the campaign, and 3. determining the function of the campaign. It is possible to use a series of mailings if several points need to be made about the product with the series creating anticipation and sustaining interest. Although formulas may explain the basic advertising communications process, they tend to hamper creativity. It is better to use a framework which consists of: 1. picturing the product’s benefits, 2. promising some gain, 3. proving claims with hard evidence, and 4. pushing for direct and immediate action by the prospect. Five campaign areas besides graphics and copy require creative thinking: 1. basic strategy, 2. personalizing methods, 3. direct mail format, 4. the offer made, and 5. the response device used.
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Messner, Fred R.
Full text: [Industrial Marketing] Aug 1981
The ABC’s of Insurance Direct Marketing
Direct mail insurance sales are especially successful when aimed at affinity groups, e.g., persons over fifty, students, club members, and veterans. The Mail-order policies differ in that they are usually supplemental insurance. Hospital indemnity, that pays the policy holder cash, is the most popular. Conventional life insurance is the hardest policy to sell by mail. A successful mail policy includes: 1. high benefits, 2. low premiums, 3. monthly payments, 4. easy-to-understand language, 5. a simple application form, 6. guaranteed acceptance, 7. few choices, 8. ten-day free look, 9. limited time offer, and 10. deviated premium (first payment reduced). Pre-printed newspaper inserts have been used successfully, as have television spots using celebrities as endorsers. Third party endorsers, such as banks and oil companies, are stronger than ever.
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Byrne, Andrew J.
Full text: [Direct Marketing] Aug 1981
Surveys Show Direct Mail Effective Industrial Medium
Four recent surveys show that direct mail (DM) is paying off for the industrials which use it. The cost of DM is low compared to that of the industrial sales call and the return in dollars of sales for each $1 spent in consumer or business mail-order is $2 to $45. The advertising value of a DM campaign should be considered as well as the actual response. Some DM techniques are suggested: 1. Segment the market. 2. Pinpoint and personalize your message for each market segment. 3. Tie your DM in with other media. 4. Investigate catalog selling. It is useful to set objectives for your DM campaign, in advertising, sales promotion and direct response. A panel from General Electric Corp. suggested the following steps: 1. Determine the potential customers. 2. Evaluate DM, broadcast, print, or telephone for the best way to reach market audiences. 3. Select an offering easily sold through the DM technique. 4. Test your premise on price, season, package. 5. Budget. 6. Develop an order fulfillment procedure. 7. Acquire the personnel to implement the system. The services of an outside direct response agency is a wise investment.
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Ahrend, Herbert G.
Full text: [Direct Marketing] Aug 1981
On the Fascinating Subject of Compensation
The freelance writers who produce mailings, print ads, and radio and television spots have few hard-and-fast rules for compensation rates. Payment for freelance work tends to rise and fall with demand. Writers set their rates according to their needs. Nevertheless, the marketer who hires the writer is in a position to pay for a successful ad or campaign. It makes good marketing sense to pay writers for successful products. Usually, bonus payments provide greater incentive than an ongoing commission. When fees are negotiated originally, a bonus for success should be set; if earned, it should be paid promptly and graciously. While relatively inexpensive, this plan produces more for each creative dollar than any other.
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Tighe, John Francis
Full text: [Direct Marketing] Aug 1981
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