Mainstream companies find direct mail profitable

Marketing News

Mainstream companies find direct mail profitable By Martin S. Bressler

off a product is not likely to excite too many customers. The product itself Martin S. Bresster is professor of often works best if it is something marketing and department chair at consumers can't buy near home. Thomas Coiiege, Waterville, Maine. In die case of food products, companies tbat are selling wbole product It used to be that most direct mar- lines on a central theme. Healthy keting pitches were tor magazine sub- ('hoice foods are marketed in part scriptions, credit cards, or novelty through a magazine, Chokes for Living, items. Today, more and more main- whieh focuses on a healthy lifestyle. stream companies are choosing direct 6. Make cost-effective decisions. riuiil t(i increase sales and [irofitability. The cost of the direct mail campaign As Americans are tiiminij to direct must be justified in terms of inmarketmg to shop for nearly all types creased sales and profitability. Five ot goods, companies not already into years ago, Schieftelin ^ Somerset ran direct mail should be. In 1995, packaged goods companies increased their direct marketing efforts 29% over the previous year. Kven food coni|)anies are finding increased sales through direct mail campaigns. 'I'hroiigh carefully developed loyalty programs, companies such as Lipton, Snapple, and 1 lealthy Choice are cashing in on direct marketing techniques. Big players in the direct mail game include Ralston Purina, Kraft Foods, and Quaker Oats. To increase yw/r direct mail success: 1. Develop a good data base. Direct marketing, like other marketing methods, works best when you have identiHe