Getting Rich Quick with Home-Study Courses
An interview was conducted with Ray Lindstrom, president and founder of Media Arts International (Phoenix, Arizona). Lindstrom is responsible for most of the get-rich-quick home-study seminars promoted on nationwide cable television. Lindstrom began selling products via lecture in hotel ballrooms. Programs were preceded by big advertising campaigns asking people to come and listen. With cable television (TV), it was possible to reach many more people at one time. Media Arts has sold more than 100,000 seminars on audio cassettes at $295 each. The vast majority of orders are received through 800 numbers, and 75%-80% of callers use credit cards. The company does not attempt to do any cross-selling. The company has found that late-night programs and daytime weekends are the best times. January is the best time of the year to sell home-study seminars.
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Savini, Gloria
Full text: [Direct Marketing] Jun 1986
Getting the Most from Your Direct Response Advertising: A Look at Current Bank Practices
Results of a survey of 150 commercial banks show that the use of space advertising as part of direct marketing is increasing. Most (68%) of the respondents use direct response ads for lead generation and direct sales, and 35% use direct mail and telephone with space ads to complement their direct marketing campaigns. This suggests that supporting direct response space with other media can yield superior results. Although control ads and other pre-testing methods are basics in direct marketing, 39% of the respondents do not establish control ads and test against them. In addition, some of the respondents never measure response. Although coupons increase response rates, 24% of the respondents did not use coupons. Other study results suggest some tips for bank marketers: 1. Select premiums to attract prospects. 2. Be careful of using celebrity endorsements. 3. Exercise control in relationships with outside agencies.
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Grossman, Robert J.
Full text: [Bank Marketing] Jun 1986
Current bank advertising: where they don’t shun long hours and hard work
Thunderbird Bank (Phoenix, AZ) has developed a long-term campaign that shows the bank’s officers as hard workers, and backs this advertising up by tracking officers’ actual performance and customers’ impressions of officers. The campaign runs in newspapers, journals, radio, direct mail and outdoors, and will last three to five years.
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Anonymous
Full text: [Bank Marketing] Jun 1986
Insurance: Special Delivery
The way in which insurance offered by associations to members is delivered can determine the success or failure of an association’s insurance program. Business insurance and individual insurance require different delivery systems. The association’s insurance broker or consultant should take responsibility for marketing the insurance program. The broker or insurance carrier should maintain careful control of the delivery system and monitor the program’s growth. The demographics of the membership or the types of coverage needed should be studied to determine whether a single delivery system or network of local agents is necessary. Most business insurance calls for localized service. Individual coverage may be written between the carrier and the insured or on a master group policy issued to the association or a trust. Brokers usually solicit members through campaigns that offer price-sensitive coverage and easily administered plans. Members can be solicited through direct mail and by offering insurance as an extension of membership services.
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Ligman, Dean
Full text: [Association & Society Manager] Jun/Jul 1986
Computers: Bases of a Sales Success
Modern businesses use the computer for accounting and word processing but are neglecting the potential for computers in marketing. A special program sponsored by the Manpower Services Commission and run by the Welsh Regional Management Centre at the Polytechnic of Wales is based on a case study of a program developed by Recliners Unlimited (UK). Recliners advertises in magazines and sells on a direct response basis. To maximize sales per advertisement, each reply is entered on a computer database and a reply is sent immediately. Each potential customer is contacted, and the results are entered on the database. With the aid of the computer, a follow-up campaign involving direct mail is initiated for those who inquire but do not purchase, resulting in about a 50% conversion rate. Further using the database, Recliners Unlimited contacts past satisfied customers on a regular quarterly basis, offering discounts, trade-ins, and interest-free credit. After 5 years, 50% of new orders are from past customers. In addition, the cost of sales has been reduced dramatically.
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Willis, Eric
Full text: [Marketing] Jun 5, 1986
Cossette Communication joins Air Canada’s advertising team
[Ronalds-Reynolds] will continue to handle Aeroplan – Air Canada’s frequent flyer program – and other direct marketing advertising. Previously, Ronalds-Reynolds handled all business advertising. To fulfil this objective, Publicite Vickers & Benson Ltee of Montreal has produced a print campaign that began appearing June 1 in travel sections of several major U.S. dailies. Norman Berry, president of Ogilvy & Mather, New York, and creative director of Ogilvy & Mather International, told a Publicite club de Montreal luncheon that the power of retailers is beginning to grow at the expense of manufacturers.
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Brian Dunn
Full text: [The Gazette] Jun 10, 1986
Charge of the Rate Brigade Now Underway as Banks Draw Credit Card Battle Lines
Connecticut banks are using the same kind of worm as they fish for credit card customers now holding cards of national issuers and each other. The bait: lower interest rates — as low as 10.9 percent. Once customers are hooked, of course, rates will again increase, but they will still be lower than the finance charges the nation’s biggest banks collect. The eight Connecticut banks which issue Visa and Mastercard had to offer a rate by last week that was no higher than 15 percent on charges and 18 percent on cash advances. That was when Gov. William O’Neill signed into law a bill lowering the cap on finance charges by three percentage points. (excerpt)
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Matters, Craig
Full text: [Across the Board] Jun 13, 1986
Winegrowers Taking Wines Direct to Key Retail Outlets
Frustrated in their decade-long efforts to sell California wine to American consumers, the state’s 6,000 winegrowers and 650 vintners have decided to take a different tack and market their products directly to grocery stores and restaurants nationwide. The pioneering marketing effort is part of a new retail-oriented campaign sponsored by the Emeryville-based Winegrowers of California, which kicks off this fall under the theme of “How to put more business in your wine business.” The campaign will be spearheaded by retail wizard Steve Boone, who founded Liquor Barn stores for Safeway in 1979. He left the chain earlier this year to join Hamlin Associates public relations and marketing agency in San Francisco when it won the $800,000 Winegrowers association account from D’Arcy Masius Benton & Bowles/San Francisco. (excerpt)
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Shandrick, Michael
Full text: [San Francisco Business Journal] Jun 16, 1986
AD EXEC SEES CHALLENGE FOR SEATTLE AGENCIES
An eye-catching billboard or appealing television ad is no longer enough. Advertising agencies who expect to prosper need to start providing their clients with more. They need to come up with direct mail campaigns, public relations programs and other new services. If they don’t, another agency will. And that, says, Seattle advertising executive David Sharp, partly explains what happened in 1985, when Seattle agencies lost about $30 million worth of accounts to Los Angeles and San Francisco agencies. “Clients were going out of town to get marketing,” said Sharp, president of Sharp Hartwig Inc. and new chairman of the Washington State Council of the American Association of Advertising Agencies.
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ROBIN UPDIKE
Full text: [Seattle Times] Jun 17, 1986
Statue of Liberty fund raising alters rules on corporate gifts
The sponsorships and other commercially based efforts for the statue and Ellis Island have blurred the lines between commerce and philanthropy. This has prompted critics to caution that widespread use of such techniques could tarnish the image of philanthropy in the public’s mind while ultimately leading corporations and governments to give less in direct contributions to charities and causes. Other techniques include direct-mail campaigns, the licensing of souvenirs, the marketing of artifacts – including metal bracing, fixtures and even urinals – that were replaced in the reconstruction of the statue and Liberty Island, corporate donations, fund-raising campaigns by ethnic and fraternal groups and the sale of stamps and commemorative coins. [Stephen J. Briganti], however, saying “the statue is the best-known symbol of freedom in the world – you’d have to be stupid not to promote the statue” – pointed out that the foundation has extensively mentioned Ellis Island in its literature and that [Lee A. Iacocca] has emphasized that to him the renovation of Ellis would be perhaps the campaign’s greatest achievement.
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MARTIN GOTTLIEB
Full text: [Houston Chronicle (pre-1997 Fulltext)] Jun 22, 1986
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March 17, 2009 12:00 am | 
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