BCS080306_ReadersRespond

 

BCS080306_ReadersRespond

Note: Denny Hatch personally replies to all e-mails. Readers respond to “The Decline and Fall of Competent Direct Mail,” published Aug. 1, 2006. I totally agree with your comments on the poor creative that now dominates the credit card business. They are also very poor on the list part of the equation. For most credit card companies, mailings are treated as independent events—they can’t tell you how many offers they have mailed to one individual in the past 2 years. And since they can’t reference previous communications, they create the impression that they don’t really know who you are and they don’t really care. Catalogers


The World’s Greatest Marketer to Kids

U.S. Bancorp, KeyBank, J.P. Morgan Chase, USAA, Wells Fargo--and many others--are launching marketing campaigns aimed at children. The idea is to get kids used to putting money away at a very young age. Some banks make it possible to deposit as little as 10 cents. Others are giving away premiums and prizes ranging from stick-on tattoos to music downloads when they have $100 in their accounts. My exhaustive (and exhausting!) file of news stories contains many accounts of gimlet-eyed, self-styled anti-marketing-to-kids police worried about everything from violent computer games to Oreo cookies. Of one thing I am absolutely sure: No one before or since has marketed