BEING DIFFERENT ISN’T ENOUGH

Todd Sullivan (Letters to the Editor, October) believes Dyson’s vacuum cleaners being “different” is “reason enough” for consumers to want one.

I disagree. The reason to buy one brand instead of another is expressed in its unique selling proposition. Being different is part of what makes a successful USP, but it’s only a part.

In addition, said Rosser Reeves, originator of the USP, the product has to offer the user a benefit — and it must be a benefit that’s important to the consumer.
Just being different isn’t enough.
Bob Bly
Copywriter/Consultant
Dumont, NJ

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RE: GM Revs Up Employee Discount Plan, Xtra July 6

General Motors “employee discounts program” is a thinly veiled decision to begin the late summer/fall mark downs now to clear out backlogged product from GMs retailer showrooms. GM executives may have realized that offering end of year discounts alongside those of Honda, Toyota, and Nissan in September may have had little impact on reducing their inventories. Ford and Chrysler followed suit because they also are in the unenviable position of having far more cars available than people with cash (or credit) in hand to buy them. All companies are reserving their best selling models from the promotion…i.e. the Ford Mustang or Chrysler 300. [Chrysler] 300 buyers that were on the fence may well be kicked into Toyota Avalons or Acura TLs.

Can cash incentives alone motivate a consumer to purchase a vehicle that he or she would not ordinarily purchase? Will the Honda Accord, Toyota Camry or Nissan Maxima buyer move to the Ford 500 or Chevy Malibu for a couple of thousand dollars? The answer may well be found in the Honda, Toyota and Nissan dealerships post Labor Day.

But the real question is why can’t the U.S. carmakers manufacture and market cars that people want to buy? Until GM, Ford and Chrysler can build and market a better mousetrap, nothing will change. Hey GM, build a car that will provide capable service and an enjoyable driving experience for 150-200K miles. Don’t place customers in the seats of cars that disappoint and expect to harvest repeat customers. And if your cars are really that good, then your marketing is that bad.

Employee discounts are a ruse, and the marketing message pushes the price rather than the quality button. That may work if the sights are being set on KIA or Hundai…at least for now.

George Schimpf
VP, Marketing
Briarpatch, Inc.

I found your article “Attention Class: Time to Learn about Promotional Products”(P&I Sept. 15) very interesting. What a great idea! Do you know if it’s possible for one to obtain the course curriculum from PPAI? They could easily make this an online course.

Betsy Landon
E-commerce Marketing Manager
Print Partnership Manager
Serif, Inc.
The Software Center
Hudson, NH

The response from Bill Prickett, spokesperson for the Promotional Products Association International

We are trying to take it on a case-by-case basis. It’s a pilot program and not ready for mass distribution yet. We want to do this test market with this “control” group and then get some extensive feedback. Based on that information, we will make needed changes, additions, corrections, etc. and then mass market the program to colleges/universities throughout the country.

We’ve had numerous folks who’ve asked for the program to use for general speaking (Rotary Clubs, etc.), which is not what it was designed to accomplish. Some have just wanted to “see” it and have their own copy. To those, we have gracious declined.

Some have been professors, and we’ve sent the kit them. (One professor who received the kit wrote to us and asked us to send it to the others in his department!) And some have wanted it for professors that they know. In those cases, we’ve asked for the contact information of the professor and we will send them the kit, so we can do our follow up in the spring.

[Re: Loose Cannon: They Love to Spy. And It Showed. DIRECT Newsline, March 17, 2003]:

I just read your article – They Love to Spy. And It Showed. My first thought was “Delta – no surprise”. Then I thought, “Why is everything so credit related? Are you, or should I say Delta Airlines, claiming for example, if a consumer has too many bills (which a lot of companies view as “bad credit”), they could be considered a “red” flag when they fly?

That’s just down right stupid. Hello – Americans are in debt like no other time in history, but that doesn’t mean someone with a lot of bills is out to blow up an airplane.

You are absolutely correct in that Delta could have handled the color coding so much better (by the way – great letter). Consumers today are very sensitive to companies constantly looking at what they consider to be their “personal data” without permission. Has Delta went out to everyone who has ever flown with them and ask permission to review their credit? Will consumers be required to sign some paper giving Delta permission to review their credit before they can buy a ticket? If not, guess what – Delta you don’t have my permission, because if I couldn’t afford the ticket I wouldn’t be flying in the first place!

All a credit rating is going to tell Delta is someone owes a lot of money to a lot of companies – SO WHAT! Can you tell me the credit rating score that indicates a gun in someone’s luggage? By the way, how many of the people responsible for September 11th had credit ratings that would have sent up “red” flags to Delta? It seems like every time you turn around more and more companies are using this one aspect of someone’s life (your credit rating) as a deciding factor in whether or not to sell or even renew a service.

Who

[Re: Loose Cannon: They Love to Spy. And It Showed. DIRECT Newsline, March 17, 2003]:

I just read your article – They Love to Spy. And It Showed. My first thought was “Delta – no surprise”. Then I thought, “Why is everything so credit related? Are you, or should I say Delta Airlines, claiming for example, if a consumer has too many bills (which a lot of companies view as “bad credit”), they could be considered a “red” flag when they fly?

That’s just down right stupid. Hello – Americans are in debt like no other time in history, but that doesn’t mean someone with a lot of bills is out to blow up an airplane.

You are absolutely correct in that Delta could have handled the color coding so much better (by the way – great letter). Consumers today are very sensitive to companies constantly looking at what they consider to be their “personal data” without permission. Has Delta went out to everyone who has ever flown with them and ask permission to review their credit? Will consumers be required to sign some paper giving Delta permission to review their credit before they can buy a ticket? If not, guess what – Delta you don’t have my permission, because if I couldn’t afford the ticket I wouldn’t be flying in the first place!

All a credit rating is going to tell Delta is someone owes a lot of money to a lot of companies – SO WHAT! Can you tell me the credit rating score that indicates a gun in someone’s luggage? By the way, how many of the people responsible for September 11th had credit ratings that would have sent up “red” flags to Delta? It seems like every time you turn around more and more companies are using this one aspect of someone’s life (your credit rating) as a deciding factor in whether or not to sell or even renew a service.

Who

[Re: Loose Cannon: Snow Day Schadenfreude, Feb. 24, 2003]:

Isn

[Re: Loose Cannon: Tauzin’s Flip-Flop Has DMers Asking “Who Was That Masked Man?” Direct Newsline, Jan. 13, 2003]

The only cowboys in this picture are the direct marketers whose outlaw attitude toward intrusive telemarketing has created such a national groundswell of support for do-not-call legislation. The Direct Marketing Association is so thoroughly out of touch with this situation as to be irrelevant. Only when the DMA comes down off of its high horse and acknowledges that there really is a problem will the voice of direct marketers really be heard in Congress or state capitals.

Geoffrey L. Bryan
Web Consultant
Los Angeles

Re: Loose Cannon: The Avon Ding-Dongs Nearly Missed a Sale, Nov. 16, 2002.

Looks like some of our favorite catalogs have your “Avon Ding Dongs” beat. Talk about “just don’t get it” . . .

I ordered a gift from the Discovery Store gift catalog. As you would expect, they offered to ship it gift wrapped to my selected recipient. When I told them what I wanted on the gift card I was told “We can’t do that.” So . . . how will they know who it’s from? “Oh, you can call them, or e-mail them to let them know.” Way to go Discovery.

After a flurry of catalog ordering, I received a box from Chefs. Not remembering what I had ordered from them, I opened the box to find a packing slip stating a Grill was enclosed. Funny I thought, don’t remember ordering that. I removed the packing material, to find an attractive, gift-wrapped package, with a gift card. Surprise! Hey, at least they do gift cards.

And the winner is . . .

A day or two later, a package arrived from Coldwater Creek. OK, I knew I didn’t order anything from them, so as soon as I opened the box, I folded up the packing slip and slipped it under the gift wrap. I then flipped the very elegantly wrapped box over to stash it under the tree for Christmas, only to find a large white bar-coded sticker on the top of the package reading “Fire Starter Basket”.

Hey, at least they carried Hanukah gifts . . .

Happy Holidays!

Name Withheld by Request

RE: DMA Hall of Fame Member Robert D. Kestenbaum Dies at 70, DIRECT Newsline, Nov. 18

I was so sad when I got a call telling me of Bob Kestenbaum’s passing.

Over my twelve years at the DMA as Sr. VP of PR, I encountered numerous direct marketing leaders who gave service to the business on the DMA Board and on various committees.

Bob Kestenbaum stood out head and shoulders among so many people. Why? Because of his integrity and forthright spirit. Because he was relentless in pursuing the cause of doing the right thing in business. Because he spoke up and challenged his peers to take positions on privacy and other ethical business practices that were “inconvenient” to some of the business models and practices in use at a variety of companies. Because he was not deterred by being politically incorrect at a meeting, with people squirming at the truth of what he was presenting and challenged to make decisions that would allow the association and its members to do more than the minimum.

He was also a man who didn’t play the game of who is in and who is out. There is a subtle something that goes on in business where there are insiders and outsiders. When you are an association executive there is a subtle us/them distinction that is upheld. Board members speak their mind. Staff only speak when they are asked. Bob Kestenbaum made none of those distinctions. He respected staff as intelligent equals. I am so grateful to him for that bold and refreshing spirit. It has been an inspiration for my life.

Bob Kestenbaum’s spirit was the spirit of goodness and wholeness and truth in a world where bottom-line is the credo and winning is the path. He leaves an important legacy and a very big hole in the leadership of the direct marketing business.

My deepest condolences to Kate and his family. A great man has passed. What a terrible loss.

Connie F. LaMotta
President
LaMotta Strategic Communications, Inc.

[Re: “Loose Cannon: The Avon Ding-Dongs Nearly Missed a Sale,” DIRECT Newsline, November 18, 2002]:

So, should Victoria’s Secret stop mailing to men, or start carrying jockstraps?

Looks like Avon is still focusing on the low-hanging fruit. Even with a direct sales force, selling personal care and cosmetics to men is still a stretch. Surely Avon will come around to pick up the men’s market sooner or later (as Clinique and Estee Lauder have), but my guess is it’s going to be a tougher sale than just adding men’s products to their line, and putting out a men’s catalog.

Chances are the most common response to “Avon” in word association would still be “Lady”. But, hey, if Phillip Morris can use the Marlboro Man to make consumers forget that brand was originally designed for women, anything can happen. Gotta love marketing…

In a prior life, I worked for a broker/manager who brokered and managed Victoria

After I read your article, [Loose Cannon: The Avon Ding-Dongs Nearly Missed A Sale, DIRECT Newsline, Nov. 16 2002] I recalled a recent mail piece I received from Sports Authority advertising hunting rifles with scopes and other outdoor hunting equipment. The pamphlet featured a man in camouflage on the cover holding a rifle with scope attached.

I suppose the piece was timed for hunting season in this part of the world. Unfortunately, it was also sent to a zip code in the heart of the Maryland district where the Washington Sniper attacks took place, and it landed in my mailbox on Oct. 14, three days before the Sniper suspects were apprehended.

Add to that the facts that this urban area is heavily populated with pro-gun-control Democrats who don’t do much hunting, and that no one in my household has ever purchased anything remotely similar to a rifle, and you can imagine the kind of reaction this mail piece provoked.

Talk about appropriately targeting and segmenting the audience for your direct mail materials — what a waste of money — on top of the potential to brand Sports Authority as insensitive and detached from its consumer audience.

Georgina Peter
direct marketing consultant
Silver Spring, MD

I couldn’t agree more with one of your readers (David Juhl) [Letter to the Editor, DIRECT Newsline, Nov. 7, 2002] who recently commented on our company’s name change back in 2000. When I came on board as chairman & CEO of Wunderman in January of 2001, one of the very first actions I made was to reclaim the Wunderman name, reaffirming our commitment to the sound, fundamental marketing principles and spirit of innovation deep without our roots. In addition, Lester Wunderman came out of semi-retirement and started taking a more active role in communicating this to our own employees, our clients and the industry. Our strong Wunderman identity, a keen focus on the customer, and a commitment to driving data-driven dialogues is what the Wunderman brand is all about. I am determined to keep that as our legacy.

Daniel Morel
Chairman and CEO
Wunderman
New York City

RE: Live from HVDMA: Wunderman Says Some DM Practices May Need a Face Lift (DIRECT Newsline, Nov. 7, 2002)

I read Being Direct and thought it was great. I can’t believe that his agency thought it would be a good idea to wipe his name off the company and just call it Impiric or whatever it was. How can a company wipe out its own great brand name and replace it with something that makes one say, “huh?” That was the New Coke of agency name changes if you ask me.

David Juhl

Director of Circulation

American Nurseryman Pub. Co.

While I loved the October PROMO and its focus on event marketing, I do have to take issue with Jim Holbrook’s “Contrarian” article.

Jim doesn’t get it when trying to figure out why events are the hottest tactic in the marketing mix. Overwhelming clutter is why event spending is up — events bring brands into consumer lives, making the brand experience a lifestyle experience. And, oh yes, the ROI does measure up, as real impressions, real word-of-mouth, and even real sales.

The reality is that events reach and impact consumers and the trade — and if they’re well conceived, they grab target consumers by the lapels and don’t let go. Measure that against TV ads in a 500-channel universe, online that’s gone dot bust, FSIs that redeem under one percent, and unsolicited e-mails that are deleted before they’re even opened.

The list goes on. As for events, brands know the impact is there because they see the interaction and they see the results.
Bradford Bryen, President, US Concepts, Inc.

Expo’s A’s

A special thank you to all of you who joined us for PROMO Expo in Chicago last month. We hope you found the conference thought-provoking and invigorating, and came away with practical ideas for your own business. The PRO Awards ceremony celebrated 14 outstanding campaigns from the last year; you’ll find profiles of each winning campaign in our cover story here. PROMO also presented two other special awards at the PRO Awards event. We recognized Frankel founder Bud Frankel with a Lifetime Achievement Award, and we inducted Guinness UDV’s Win Your Own Pub in Ireland campaign into our PROMO Hall of Fame. (It’s the second inductee, joining DaimlerChrysler’s Camp Jeep.) We applaud agency Creative AIM (formerly Creative Alliance) for creating the campaign and Guinness for making Win Your Own Pub a resounding success for six straight years.

We’ve also tucked a page of photos from Expo into our Campaign Trails section, for your own photo albums — if you were there. If you weren’t, consider it an early teaser invitation to next year’s Expo.

Re: DIRECT Newsline, September 11, 2002

Kudos to DIRECT Newsline for a very well written, heartfelt, and above all, appropriate, newsletter to commemorate this day. Sept. 11 is not an ordinary day, especially just one year after the terrorist events. I get several direct marketing related e-newsletters every day, and yours was the only one to even acknowledge that this was not just another business day. Thanks.

Lisa Koenig
Marketing Director
L.I.S.T. INCORPORATED

I was shocked and grieved to read about the death of Harry Quadracci in your July 31st DIRECT Newsline, but my sadness quickly turned to mortification when, directly beneath the story, I found our ad on Deceased Suppression. Hopefully, your readers understand that we had no control over the placement of the ad, but from the phone calls I’m getting, I know that our name is now associated with insensitivity towards this tragic announcement. This disturbs me deeply. I served on the board of the Direct Marketing Educational Foundation with Harry and had great fondness and admiration for him. He was a friend. I share in the great sense of loss felt by his many friends and colleagues, and I extend my sincere condolences to his beloved family.

Gary S. Laben

President and CEO

KnowledgeBase Marketing

RE: “E-Mail to Play Increasing Role in Budget Mix” (Direct Newsline April 30, 2002)

As you know, I am NOT an Internet Marketer. I am a mail order marketer, but

With all due and sincere respect for Pierre Passavant [Letter to the Editor, DIRECT Newsline April 12, 2002], had he read my entire article, he would realize that the article was not expressing “outrage” at Publishers Clearinghouse, but rather calling the DMA to task for not applying the standards of their “Guidelines for Ethical Business Practices” uniformly to members and non-members alike. This being the thrust of the article I saw no reason to mention my involvement in the PCH litigation. I will state however that a significant portion of my testimony in that matter relied upon the DMA’s “Guidelines for Ethical Business Practices”.

With regard to the disclosure issue that Pierre raises, I feel it only fair to point out that Pierre, also, was involved in this matter as an Expert Witness. He was retained by Publishers Clearinghouse to defend their practices and methods….even though these practices and methods were in direct contradiction to the DMA’s guidelines and later acknowledged by his client as being wrong.

Bob Borders
The TM Group
Ridgewood, NJ

In response to the final quote in the letter from Robert Borders: “Next you’ll be telling me there’s no such thing as a tooth fairy!” (DIRECT Newsline, April 11, 2002):

Why so critical of something that we are all trying to clean up from non DMA members, Small DMA members and LARGE DMA members. For the betterment of the whole it is cleaned up by the regulators or and/or by the DMA. The sting of the regulators and the bad publicity it gets from the International Press hurts all of the Direct Marketers. Lets all do what we can to clean up our business regardless of the company size or membership. I burned my mythical “Blue Swede Shoes” I was accused of wearing, years ago, and I don’t want to be accused of wearing them again.

The DMA can’t clean up our Industry alone. It takes all of us, member or not, to work on it for the betterment of the business of selling DIRECT.

Ronald T. Perrella
DRS (Direct Response Specialists)
Laguna Niguel, CA

[Regarding “Letters to the Editor, DIRECT Newsline, April 12, 2002]:

Robert Borders of The TM Group charges the DMA with a double standard for citing several non-member companies for ethics violations while not citing two member companies. Mr. Border’s expressions of outrage about one of those member companies would have been more transparent if he had disclosed that he was retained as an expert witness by several of the State Attorneys General in their case against that company.

Pierre Passavant
Passavant Direct Marketing

Re: Saturday Sham: Mailers Dismiss Delivery Cut Threat (DIRECT Newsline April 9).

I can’t think of any situations where direct mailers want Saturday delivery. Most people don’t even open their mail on Saturday.

But, the problem with a lack of Saturday mail is that the same volume will build up to be delivered in five days instead of six. Standard A mail delivery performance is fair at best and this may add to the burden rather than solve a problem. This tactic will force more mail through a smaller pipeline. And at the end of the process there will be no savings to the USPS and rates will still go up.

The USPS needs to develop and present a completely new paradigm to Congress.

Bart Foreman, President, Group 3 Marketing, Wayzata, MN