Cable TV effective mass marketing medium
Creative Marketing Group Inc. president Craig Huey says cable television advertising can be used to pinpoint markets. Thirty minute commercials can be purchased for as little as $4,000, and they have a higher response rate than two minute commercials. Direct mail can be combined with the commercials to create telemail campaigns. Customers can be solicited through program guide inserts, postcards, and customized direct mail pieces. The Transamerica Insurance Group has made successful use of telemail.
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Jones, David C.
Full text: [National Underwriter] May 15, 1989
Herring Builds Successful Shop From Simple Strategy
In an interview, Phil Herring, president of Herring-Newman (Seattle, Washington), spoke candidly about direct-response creativity. One of the misconceptions clients have about creative work in direct marketing is the belief that a campaign will not work if the traditional rules are not followed. For a company to make its creative different, it has to break the rules. Great creative comes from setting all rules, preconceptions, and inhibitions aside, then trying to visualize an individual in the target audience. Direct-marketing creative can be just as strategic as any other element of the campaign. The rules say that the success of direct marketing is dependent 40% on media, 40% on offer, and 20% on creative, but that formula is only true if the agency is marketing in a vacuum. In the real world, creative can have an unlimited impact. Nothing matters unless the recipient opens the envelope. That makes creative 100%. Too many direct marketers use the same words and phrases, making direct marketing a medium of cliches.
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Gudridge, Kevin
Full text: [Advertising Age] May 15, 1989
Upjohn Plans Push to Boost Baldness Drug
Upjohn Co. is launching an aggressive direct-marketing campaign — including rebates and $10 payments to consumers who consult doctors about hair loss — to bolster sluggish sales of Rogaine, its baldness remedy for men. The pharmaceutical company said yesterday that its television and print advertising will include a toll-free telephone number that consumers can call for referral to doctors who can treat hair loss. Upjohn will pay $10 to callers who actually visit a doctor, although the company won’t pay the doctor bill. The company also will offer consumers a $5 rebate on each of the first four bottles of Rogaine purchased, or $30 cash back on four bottles if a consumer waits four months to request the rebate. Each bottle represents about a month’s supply and costs about $50. Upjohn said the rebates are meant to encourage customers to stick with the treatment for a while. Rogaine, a liquid prescription drug containing minoxidil, must be rubbed into the scalp twice daily for at least four straight months before individual users can tell whether it will work for them.
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By Gregory A. Patterson
Full text: [Wall Street Journal] May 18, 1989
Special Report: Sales Promotion – Grand Slam
As the trend continues toward supporting big promotions with advertising, marketers are increasingly involved in producing display ads and even television commercials. The sales promotion sector began as suppliers of premiums to marketing departments. As new clients have emerged in such areas as financial services, sales promotion has not trespassed so much into direct marketing. Sales promotion consultancies will also tackle sponsorship and product launches. Many have in-house studios that are happy to design packs or point-of-sale displays. Marketing magazine’s 2nd annual sales promotion league table estimates that the consultancy business is worth more than L200 million direct marketing agencies over L235 million, and the public relations sector over L240 million. The average growth rate claimed by the top 15 consultancies is 44.6%. The greatest growth, 185%, came from Creative Sales. Promotional Campaigns’ move into the Ogilvy Group brought it new clients, such as American Express and the Financial Times, and helped it to add 85% to turnover.
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Gofton, Ken
Full text: [Marketing] May 18, 1989
Publisher champions variety in advertising the product
o Steinway Pianos, which operates a single retail store in New York City, appeared in the New York Times each Tuesday and Thursday with nine ads keyed to in-store events. The ads included an 800- number to call for reservations. “This alone brought in 40 to 50 people each week,” [Pete Hoke Jr.] said. Once in the store, visitors were urged to sign a guest book — creating the data base which was the goal of the campaign — and were assigned to a salesperson for followup. Steinway now has produced program kits for its dealers nationwide, Hoke said. Certified as direct marketing professionals after completing four six-week courses are Vanessa Allen, Western Schools; Beth Anson, HHC Direct; Cheryl Charette, Krupp/Taylor; Susan Childs, Union-Tribune Publishing Co.; Darla Felsburg and Elizabeth Ann Hanson, both of the U.S. Postal Service; Catherine Kelley, International Male; Beverly Lekouses, First Interstate Financial Services; Kevin Montano, Wildlife Education Ltd. and Jed Pettey, San Diego Printers. Jain Malkin Inc. signed with the Publicity Co. for media promotion … Beverly Hills-based City National Bank retained Scaglione Marketing Communications … Woodward-Clyde Consultants office here went to Daum Weigle for public relations … Seltzer Caplan Wilkins & McMahon et al, lawyers, retained Stoorza, Zeigaus & Metzger for a marketing communications program … American Home Equity got a seven-minute video from Spear/Hall, which also did Santee’s Town Center project brochure….
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Rod Riggs
Full text: [The San Diego Union] May 22, 1989
Prodigy hopes for a Broadway hit to export
Following the introduction of its videotext service in the Los Angeles and San Francisco markets, Prodigy believes it is ready for New York, which boasts three million microcomputer owners in the Manhattan region alone. Despite competition from Citibank’s Direct Access home banking service and Chase Manhattan’s Spectrum product, Prodigy believes it can attract an initial customer base of 700,000 users. Featuring home banking as one if its primary attractions, Prodigy offers Manufacturers Hanover Trust Company’s Excel home banking product and has contacted a number of New York banks about promoting the service. Prodigy intends to reach the mass market using computer specialty stores as distribution outlets and by conducting an aggressive ad campaign.
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Anonymous
Full text: [Bank Network News] May 25, 1989
Have Gun Will Promote Travel
Last year, for the first time in recent memory, Saskatchewan Tourism found itself embroiled in a controversy. In an industry where marketing success depends on an appeal to the popular imagination, the department staked its entire campaign on a single ad concept. That ad, created by the department’s advertising agency at the time, Roberts Poole Communications, featured portrayals of arch outlaws Butch Cassidy and Al Capone, as well as Sioux Chief Sitting Bull. The face of the ad was captioned: “Everyone has a favourite hideaway,” while on the reverse it read: “For Sitting Bull, Butch Cassidy and Al Capone it was Saskatchewan.” Mainly in the form of magazine inserts and direct mail pieces, the message went out across Canada and to selected points in the United States –the largest audience the department had ever attempted to reach. (excerpt)
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Bowman, Brian
Full text: [Saskatchewan Business] Jun 1989
Celebrity Impact: Enhancing an Agency Marketing Program
In 1979, the Independent Insurance Agents of America (IIAA) introduced an innovative marketing approach to insurance agent advertising. Through the Joint Agency-Company Marketing (JAM) Program, the carriers were invited to make direct contributions to the advertising efforts of their agents. IIAA members matched these funds that were used for the national advertising program. In 1981, the IIAA engaged Raymond Burr as a celebrity spokesperson. Burr was well-received by the public and is a highly effective spokesperson because he believes in the Independent Agency System. Burr’s unusual dedication has made a tremendous difference and inspired members of the IIAA to tie in to the national advertising program with local campaigns of their own. There have been 16,620 local advertising kits distributed to 41 state associations and local boards.
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Stewart, Robert L.
Full text: [Rough Notes] Jun 1989
Hospitals Woo Patients with Slick Marketing
Today, hospital marketers are using soft-sell tactics to market their services. One new marketing technique is product-line marketing, which involves packaging a service, such as cardiology, and promoting elements or products of that service. Product-line marketing requires internal organization, so that communications problems are avoided, as well as adequate preparation, so that staff members have enough time to adjust to the new environment. In light of increased competition, particularly since Medicare’s institution of the prospective payment system in 1983, which significantly reduced revenues, hospitals have been forced to be more efficient, to diversify, to specialize, and to develop unusually creative marketing strategies. The “baby beeper” campaign of Valley Medical Center (Renton Washington), for instance, promoted a pager to link pregnant women with their relatives and created a rise in patient traffic of 50% over 3 years in the obstetrics department. As with all marketing, the direct involvement of the chief executive officer is essential.
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Pope, Tom
Full text: [Management Review] Jun 1989
Copywriting: The Coupon Dilemma
As direct marketing and conventional advertising merge, each must be aware of the weaknesses of the other. One weakness of conventional advertising is the inability to convert a conventional advertisement to a direct response ad without losing coherence. A weakness of direct marketing is hard-sell demand for the order with little or no regard for “romance.” Conventional print advertising has entered a new era in which advertising agencies feel direct response is a must. This is beneficial for direct marketers, but merging the 2 disciplines seems to be producing some fairly confusing advertising. Communication should take place between the conventional advertising group making a full-page ad and the direct marketing group making the accompanying coupon ad. One creative group should supply attractive graphics, another should supply a valid message, and the media department should match up the ads to the right group of potential respondents. The relationship between ad message and coupon should be evident.
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Nelson, Carol
Full text: [Direct Marketing] Jun 1989
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