Direct Marketing: Paine Webber’s Program Gets Results
An essential part of Paine, Webber, Jackson & Curtis’ (New York) marketing program is its Preferred Prospect Program, which is a major source of new client leads. The security brokerage firm’s program, started in 1979, is designed to work in a closed feedback loop, with lead generation as the major goal. This enables the company to track the success and cost-efficiency of the campaign. Paine Webber’s John Lampe says the program’s use of direct mailing is the only way to follow the incremental cost of marketing to revenue. The company’s direct mail agency, Computer Marketing Services, started the lead-generation system to measure: 1. the response to initial mailings, 2. the conversion of leads into clients, and 3. the revenue generated from conversions. Barbara Leyden, corporate vice-president and director of creative services, comments that offers are consumer-driven and brochures are designed to attract sophisticated investors. The program’s response rate is more consistent than most, but Paine Webber’s success depends upon brokers converting those leads into clients.
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Scott, Maria Crawford
Full text: [Advertising Age] Mar 6, 1986
Direct Marketing: Regionalized Fund-Raising Campaign a Natural
For a nature preservation group like Nature Conservancy (Arlington, Virginia), a major problem in fund-raising lies in its geographical diversity of projects. Nature Conservancy funds more than 3,800 environmental projects across the country. Many people support its basic goals but do not wish to give money for projects operating many miles away. Former membership director Nancy Mackinnon believes a regionalized and personalized direct mail campaign is the answer. In 1983, the Nature Conservancy and a marketing agency, called Epsilon, began making some drastic changes in the group’s very conservative funds appeal, such as an ”added gift” campaign staggered around renewals and reply forms with 6 different designs for 6 different regions. Epsilon also thought of asking for automatically upgraded donations. Unfortunately, the Nature Conservancy was disappointed with the results and so took back its own campaign in 1985, making some further changes. The group, however, still looks toward targeted direct mailing for funds.
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Hoffman, Kurt
Full text: [Advertising Age] Mar 6, 1986
Direct Marketing: Right to Privacy May Be Barrier to Business
Many consumers believe that companies advertising through direct mailing or telemarketing violate their privacy. The Direct Marketing Association (DMA) indicates that consumer business mailing lists generate sales of around $40 billion a year. Direct marketers contend that consumer and business mailing lists are harmless, coming from files already open to the public. Roberta Maneker of the DMA says direct marketers are not interested in a person’s exact income, but a range and general usage of that income. To protect itself against harmful legislation, the direct marketing industry has developed a 2-part strategy. First, it has started a campaign to educate consumers and legislators on how marketers compile mailing lists. Second, marketers are attempting to follow self-policing guidelines. New York University marketing professor Nat Ross says the industry does not wish to offend needed consumers by violating their privacy, but merely wishes to serve consumers better by ”targeting” in on particular needs.
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Sobczynski, Anna
Full text: [Advertising Age] Mar 6, 1986
Direct Marketing: Videogame Marketer Plays for Keeps
Direct marketing has become the primary advertising technique used by INTV Corp. (Torrance, California), marketer of Intellivision videogames. INTV was created in 1984 to take over the manufacturing and marketing rights to Mattel Electronics’ Intellivision line of home video products. Many companies, such as Mattel, abandoned the video market after a glut of products sent prices down. INTV awakened that market by starting a catalog campaign directed toward Mattel’s list of 1.5 million active Intellivision users. INTV chief executive officer Terrence Valeski says direct mail allows the company to go directly to a highly qualified audience for much less than television advertising would cost. President Daniel Stout says direct marketing was the only alternative, because retailers have become disenchanted with the saturated video market. INTV also has extended its direct marketing campaign overseas. Even if retailers become interested again, Valeski says INTV will continue to direct market.
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Cain, Carol
Full text: [Advertising Age] Mar 6, 1986
Effective Prospecting Through Direct Mail
The right audience is the key element of any direct mail campaign. Developing a client profile from the existing client base is one way to identify the right prospects. The profile will highlight the key characteristics predominating in the current clientele, including: 1. marital status, 2. zip code, 3. occupation, 4. income, 5. age, and 6. sex. The next step is to develop additional profiles of people who might be prospects but who are not in the current client base. A test mailing to a small number of prospects on each of these lists will determine if a new marketing strategy is necessary. Major factors in response rates are the content of the mailing and the product offered. The audience will determine product positioning. Testing is the only way to determine what the content of the mailing should be and whether a premium should be offered. Another important factor in the campaign is the timing of the mailing.
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Drucker, Jay H.
Full text: [National Underwriter] Mar 8, 1986
Communication: Problem & Solution in Direct Marketing for Agents
The lack of communication between the insurance company and the company’s agents is one of the main reasons why the independent agency distribution system has not used direct response marketing. Although the technical issues associated with direct response marketing are now under control, the human relations issues between the parties remain uncontrollable. The solution, as well as the problem, is communication. An explanation of the direct response marketing program and an outline of its objectives must be the first communication between a company and its agents. The key to the next step, when agents buy into the program, is a formal agreement between company and agents that will protect the agent’s relationship with clients and define the duties and rights of both parties. Among the benefits agents receive from the direct response marketing program at The Travelers are: 1. better client retention, 2. effectively done product upgrades and add-ons, and 3. visibility, which is a good lead generator.
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Bauer, Peter W.
Jaffe, Jay M.
Full text: [National Underwriter] Mar 8, 1986
TakeOut: what to look for when using U.S. Postal Service
Organizations making use of the U.S. Postal Service for direct mail campaigns should: 1) address each piece correctly, including the zip code; 2) limit each piece to 11 1/2 inches in width, 13 1/2 inches in length and 3/4 inches in thickness; 3) use flyers or stuffers to make the mailing more attractive to readers; and 4) call the post office for further information.
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Masloski, Tom
Full text: [Crain's Chicago Business] Mar 10, 1986
Marketing today: the monitor: one from the heart: thrift targets charity’s donors for Visa cards
Great Western Savings & Loan Association is attempting to increase its 140,000 Premier Visa credit card base by targeting 100,000 affluent American Heart Association donors. Great Western will give the association a five dollar donation out of each new customer’s $40 annual credit card fee, and an additional donation based on a percentage of revenue from merchant fees for retail purchases. Other cause-related marketing programs include: 1) American Express Company’s campaign for the restoration of the Statue of Liberty; and 2) American Savings & Loan Association’s program to benefit Yosemite National Park.
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Munro, Don
Full text: [American Banker] Mar 11, 1986
Automated Telemarketing Lowers Costs of Selling to Professionals
Through automation, it is becoming practical for companies selling to professionals to mass market by telephone. Sam Summer, president of TechTel Communicators (Phoenix, Arizona) says the traditional method involving several personal visits costs an average of $220 for each call. Telemarketing +, an automated marketing system from MultiSystems Inc. (Phoenix, Arizona), maintains account histories and can help realize major productivity and revenue gains by guiding the telemarketer through a scripted presentation. The computer provides instant access to information to answer questions and counter objections while talking with the prospect. Highly educated professionals, such as doctors, tend to follow a logical series of steps in purchase decisions, and telemarketing campaigns should allow for multiple contacts over weeks or months. Automated telemarketing is a cost-effective alternative to or supplement for a field sales force.
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Anonymous
Full text: [Marketing News] Mar 14, 1986
Special Risks Special to Leibovitz
Helping life insurance agents gain a better understanding of special risk agents — specifically, their medical, financial, and psychological needs — is the goal of a national marketing effort being undertaken by Harvey Leibovitz of Leibovitz Associates (Philadelphia, Pennsylvania). Another goal is to implement a more comprehensive approach to solving the problems of the special risk applicant. The target market for the firm is the top life insurance agents in the nation, rather than local agents. One result of selecting this target market was an average premium per policy issued in 1985 of about $25,000. After working for Prudential as a life insurance agent and then joining the special risk business with a partner, Leibovitz settled on the large case concept and formed Leibovitz Associates. The firm gets a general agent’s commission and pays the agent a percentage of that.
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Maher, Thomas M.
Full text: [National Underwriter] Mar 15, 1986
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