Marketing Routes Outlined for NALC
At the general convention of the National Association of Life Companies (NALC), some industry professionals were told how to go to market and obtain many customers and prospects. Andrew J. Byrne, marketing manager at Playboy Preferred Inc., reminded NALC members that advertising must be informative and persuasive and that there is no correlation between a likeable ad and an effective ad. Byrne noted that advertising is more effective if the ad looks like news, not like an ad. Byrne suggested some ways to obtain business, including: 1. using an 800 number, 2. offering something in the ads, 3. using repeat ads, 4. being direct, and 5. paying special attention to the headline. Roland Baker, president of Montgomery Ward Insurance Group, stressed the importance of knowing the market. The key lies in identifying buyers. In today’s market, it is especially important to identify the smaller part of particular markets that will respond to various direct solicitations.
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Maher, Thomas M.
Full text: [National Underwriter] Dec 24, 1983
Why Would Anyone Pay Good Money for a Bunch of Names?
Since there are thousands of mailing lists available and their cost is high, the marketer must select one listing people who are truly interested in the marketer’s product or cause. The user should try a variety of lists and test them repeatedly by mailing only to part of the names on the list to test responsiveness. Sufficient time should be allocated for response before declaring any list a failure. In any case, the mail piece that goes with the mailing must be designed carefully. The user of a list must give the list broker enough time to obtain the best list possible; rush orders will result in less-than-optimal lists. Since lists are often reserved months in advance, it pays to plan early. If a list works well on the first trial, it is often quite feasible to use it again. When a cause is involved in the mailing, lists of subscribers and book buyers are often fruitful. The mailer should not place too much emphasis on getting only lists of current and former donors.
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McGlynn, Sharon
Full text: [Zip Target Marketing] Jan 1984
Getting Started in Package Inserts
Ten suggestions that will be helpful in getting involved in the lucrative package insert/cooperative field are offered: 1. Use a broker who will be able to tell what is best for your product. 2. Test the insert carefully, using a proven insert wherever possible. 3. Use proven programs, such as Spencer Gifts, but do not be afraid to try new ones. 4. Use the one-insert format which has been the most successful over the years. 5. Do not hesitate to ask the brokers all questions that come to mind about the source of the programs they are representing. 6. Be sure to ”key” buy the program so that it will be possible to check its progress. 7. Use the right sources, such as the right printer and right mailing house, and ask for competitive bids. 8. Ask for proof of receipt and proof of delivery. 9. Pay the right price, choosing the best offer on the basis of the price you are willing to pay. 10. Do not expect a miracle from whatever program is chosen.
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Henry, Leon, Jr.
Full text: [Zip Target Marketing] Jan 1984
Careful Planning Smoothes (sic) Transition
Kressler, Wolff & Miller Cos. (Easton, Pennsylvania) had 4 objectives in searching for a computer system: 1. improved marketing capabilities, 2. improved customer service, 3. more efficient turnaround time on all reports, and 4. improved cash flow. The search committee was made up of one representative each from management, marketing, and accounting. Guidelines that the agency had established were helpful in finding the right system. The final choice was a marketing and service system, with accounting capabilities, for use only by independent insurance agencies. The rule for any installation is to plan ahead, because of the time and frustration that can be saved in the end. All accounting data were entered first, and transferring customer files to the computer was accomplished in just under 9 months by having each person with a cathode ray tube (CRT) terminal input files for 2 hours daily. A good marketing package must be flexible, and the software must provide for users’ needs.
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Lynch, Daniel R.
Full text: [Rough Notes] Jan 1984
Automation Plays Key Factor in Pursuit of Growth and Profit
Automation was first introduced to the A. D. Davis & Son Inc. agency (North Conway, New Hampshire) in 1978, primarily to improve the efficiency of the marketing and accounting functions and to increase volume. The initial system, developed and programmed by a small design group, was not sufficient to meet the agency’s automation needs. This system was replaced by a Series/1 minicomputer system from Agency Management Systems (AMS) of Atlanta, Georgia. The Series/1 proved to be a total agency management and marketing resource. The system provides 11 separate functions for the agency, including: 1. marketing, 2. accounting, 3. billing, 4. client services, 5. diary, 6. letter writer, and 7. daily retrieval. The system’s letter writer is central to the overall marketing function and is used in almost all direct-mail communications. Automation has given the agency time to be more efficient and to reach more new customers.
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Hagman, Walter
Full text: [Rough Notes] Jan 1984
Add Muscle to Your Media
Readership studies of women’s magazines conducted in 1980 revealed that readership of advertisements with coupons was higher than that for ads without coupons. Premium offers, designed as a bonus and to encourage product usage, also have higher readership. Kool cigarettes and Babe perfume exemplify the use of promotional techniques to gain higher readership in print advertising. Television advertising is no longer considered a long-term investment for building a brand’s consumer franchise. Short-term results can be measured and TV used to promote newspaper coupons for increased consumer awareness and sales. Adding money to the ad budget will not automatically solve any marketing problem. A media mix incorporating real problem-solving promotional techniques, such as that used by Tylenol after the 1982 poisonings, may provide the best solution. The use of freestanding inserts and direct mailings need not be confined to coupons or refund offers. Direct mail vehicles that come in the form of a publication are showing very high readership results.
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Bowman, Russell D.
Full text: [Marketing Communications] Jan 1984
Recruiting Clients
A new property management firm can grow rapidly through: 1. prospecting, which involves identifying potential client properties, 2. shopping, which involves anonymous telephone inquiries and visits to prospective properties to verify management needs, and 3. selling, which involves convincing the owner that the firm is the best resource for supervising the property in question. In planning these activities, the firm must develop its own marketing strategy, involving decisions on what types of properties are handled best, and it is prudent to concentrate on known areas of expertise first. Many promotional tools are available to the firm trying to sell its services. Contact with local personal and professional peers can be accomplished through word of mouth and various forms of advertising, and an effective mailer should be developed to send to prospective clients. Shopping for the properties themselves involves telephone interviews, on-site visits, and report preparation.
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Allen, George F.
Full text: [Journal of Property Management] Jan/Feb 1984
The Americanization of British Political Communications
A descriptive analysis is undertaken to determine what place electoral communications/advertising has in the UK’s political process. The research is based largely on personal interviews with politicians, party officials, broadcast and print journalists, academicians, and advertising agency executives. The emphasis is on the marketing and communications efforts of the Conservative Party, but the UK’s Labour, Social Democrat, and Liberal parties are also studied. In 1983, UK parties engaged the services of advertising agencies and used direct mail campaigns for the first time. The Conservatives have been the first to utilize marketing/advertising approaches to political efforts. In addition, 16 television programs featuring party leaders were aired during a 3-week election period. A British Broadcasting Corp. (BBC) survey found that 60% of respondents believed television offered the most complete and interesting coverage of an election.
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Elebash, Camille
Full text: [Journal of Advertising] 1984
Direct Mail – The Questionnaire as Response Medium
N. Helari (UK), which specializes in editorial work and industrial text marketing, sought immediate justification to expand into France in the summer of 1983 but lacked important market information. N. Helari was seeking potential French clients in need of high-quality French-to-English translations. Rather than initiate a direct mail sales campaign without the required market research, the company combined its market research and promotional objectives into one low-cost project that would provide immediate feedback. A questionnaire that explained the situation and asked for advice was sent to exporting companies in various industries. To avoid the impression that the company could not find words to promote itself, the questionnaire centered on the general theme of bad translations. In exchange for a completed questionnaire, N. Helari offered to make a free evaluation of an English language translation currently in use for promotions. The 5% response to the mailing provided N. Helari with a much better understanding of the French market and a ”very satisfactory” influx of new clients.
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Wilson, Jeremy
Full text: [Industrial Marketing Digest] First Quarter 1984
Service Firms Can Reap Profits from Direct Mail
Service firms and professionals, such as dentists, veterinarians, or accountants, should consider direct mail advertising to get their prospects’ undivided attention. Such a promotion letter should begin with the announcement of a discount and proceed in a friendly, conversational style for approximately 2 pages. To determine the pull of the mailing, the reader should be required to bring in the letter by a certain date to receive the discount. Letters should be typed and printed in offset with the signature in a contrasting color, preferably blue. Such a letter will mean repeat business, if not a profit on the first visit. A monthly mailing or a series of newsletters should follow to all customers. Customers who do not return after one visit should be placed on the prospect list to receive another letter.
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Brock, Luther
Full text: [Direct Marketing] Jan 1984
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