In October 2012, Chase Bank used a folding, four-panel self-mailer to promote its savings accounts using a $150 cash offer as the main hook. Let’s examine how the mail piece is put together so you can see how you might improve your own direct mail marketing. The folded, finished size is approximately 6-by-9 inches. Here’s what the complete mailer looked like. Outer cover panel: Big photo, big offer. Two points on the cover catch the reader’s eye: the cash amount and the photo...
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7 Ways Banking CMOs Need to Change the Status Quo
November 14, 2012
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Sure, consumers don’t trust bankers. Yes, the distrust resulting from the banking collapse and bailouts spawned laws thwarting previously profitable practices. That has marketers at the institutions projecting less than 5 percent growth in 2012, with those increases only coming from taking other banks’ market share. And, no surprise, that has marketers at those institutions worried that their budgets will be slashed.
‘FREE!’ Is Indeed a Magic Word
September 11, 2012
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In 1964, I was hired by Grolier Enterprises as a copywriter. Its business was to use space advertising and direct mail to sell books—the Harvard Classics to adults who wanted to decorate their bookshelves with pseudo-elegant "fibrated leather" bindings and Dr. Seuss books to parents to encourage their kids to read. On the first day of work, my new boss, Lew Smith, sat me down and delivered a one-hour introductory lecture on direct marketing and how it was different from traditional advertising, publicity and promotion.
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