The Case for Space Cheap to Test, Quick to Turn Around (1,285
With Lavery Rowe account executives being so attuned to the market and aware of what creative is working (and what isn't), products that are losing their legs can be given a boost by the agency. A case in point: Sales of giant bean bag beds for pets were beginning to sag; Lavery Rowe suggested personalizing them and promptly increased response by 40 percent. Often a client will have products in the warehouse that have simply stopped moving. These products can be tacked on to another product as a premium and given away free, often boosting response dramatically.
At the International Direct Marketing Fair, held in London this past March, the head of direct marketing for one of the major London museums stopped by the Target Marketing stand and moaned that she could not find any new lists for her catalog. I marched her around the corner to the Lavery Rowe stand and suggested they do business together. Nigel thanked me; one of his biggest clients sells rare coins, and the agency is acutely aware of not only what sells but which of the publications will work best. It was a natural mesh.
Rowe's wildest story had to do with an Ears and Nose Clipper. The engraver at the printing plant—as a prank—removed the "E" from ears so the headline read: Ars and Nose Clipper. Sales were 10 times projections!
My own assessment: If Nigel Rowe cared to set up an American version of Lavery Rowe—with its experience, its control, its success in making money for its clients and itself, and its highly-sensitive antennae detecting every nuance of the marketplace—it would be a force to be reckoned with.
Especially in this era of skyrocketing costs for direct mail and broadcast—as well as the privacy legislation sword of Damocles hanging over all our heads by a single horse hair.