Lorillard
Lorillard Tobacco Company Direct Marketing Program. Direct Marketing Proposal for Lorillard
Fields
- Type
- MREP, MARKET RESEARCH PROPOSAL
- ADVE, ADVERTISEMENT
- BUDG, BUDGET/BUDGET REVIEW
- PROM, PROMOTIONAL MATERIAL
- Alias
- 87533234/87533396
- Area
- SALES PROMOTION/BASEMENT GMP
- Site
- G93
- Recipient (Organization)
- Lor, Lorillard
- Named Person
- Anders, R.
- Bush, E.
- Conde, D.M.
- Dildarian, S.
- Einstein, A.
- Ferrara, K.
- Gandhi, I.
- Glick, E.
- Gorbachev, M.
- Haddix, J.
- Kelly, G.
- Kennedy, J.F.
- King, M.L.
- Kosak, M.
- Levine, D.
- Mandela, N.
- Moser, C.
- Mother Teresa
- Namara, M.
- Nash, E.
- Nevins, B.
- Nussbaum, E.
- Pope John Xxiii
- Reagan, R.
- Redisch, L.
- Reiher, N.
- Ruggiero, G.
- Sala, B.
- Sample, J.A.
- Santangelo, R.
- Shulman, S.
- Smith, C.
- Smith, J.P.
- Stanton, T.
- Steinem, G.
- Thatcher, M.
- Weiss, S.
- Document File
- 87533233/87533417/Direct Mark. Program
- Date Loaded
- 12 Feb 1999
- Named Organization
- Amer, American Tobacco
- at+T
- Avon
- Baccarat
- Barnes Noble
- Bic
- Breitling
- Carol Wright
- Chiat Day
- Citibank
- Colonial Penn
- Demographic Systems
- Dialogo
- Dipaola Peydro
- Direxions
- Dm Projects Ab
- Dma Annual Conference
- Dsi
- Easter Seals
- Exxon
- Film Corp of America
- First Mail Information
- First Natl Answer Bank
- Fsi
- Gillette
- Grandparents Club
- Gulf
- Harley Davidson
- Harley Owners Group
- Hosiery Corp of America
- Hot Wheels Club
- Intl Direct Marketing Network
- John Blair Marketing
- Johnson Johnson
- Kelloggs
- Ksa Servicos De Marketing
- Lightolier
- Marden Kane
- Mattel
- Mattel Toys
- Max Wa Kamer Ag Response Marketing
- Mcgraw Hill
- Mediavente Conseil
- Metromail
- Mga Associates
- Miles Kimball
- Mobil
- Nash Direct
- Natl Consumer Survey
- Natl Enquirer
- Natl Liberty
- Nielsen
- Paige
- PM, Philip Morris
- Procter Gamble
- Readers Digest
- Remy Martin
- Resource Group for Direct Marketing
- RJR Nabisco
- RJR, R.J.Reynolds
- Rolling Stone
- Rsvp Direct
- Seagrams
- Sears
- Shell
- Sports Afield
- Starrett
- Steiner
- Team Direct
- Texaco
- Tiffany
- True Classics Club
- True Stories
- Unicover
- US Census
- Usps
- Vanguard Funds
- Veenhuizan Reclame Bv
- Vogue
- 4 Wheel
- Author (Organization)
- Nash Direct
- Litigation
- Stmn/Produced
- Characteristic
- COLO, COLOR REPRODUCTIONS
- Brand
- Harley
- Kent
- Newport
- True
- Camel
- Carlton
- Marlboro
- Merit
- Winston
- UCSF Legacy ID
- cho30e00
Document Images
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90ATHIRIDAVEDdUE, NEVV, YORK, NY 10022 •(2l2)758-0120
DIRECT MARKETING
PROPOSAL FOR
June 11, 1990
i
~ TABLE OF CONTENTS
I. A WINNING PLAN
Introduction 1
Three Year Marketing Strategy 5
II. DATABASE MANAGEMENT
Reasons for a Database 11
Identifying Prospects 12
Financial Considerations 14
Database Objectives 18
Implementation 20
III. SUPER Q
Introducing "Super Q"
31
Collecting Consumer Data 32
Retailer Participation 33
Manufacturers of Packaged Goods
Participation
34
IV. CREATIVE EXCELLENCE
Name Acquisition 37
Conquest 52
Loyalty 70
New Product Introduction 96
Continued
i
C
TABLE OF CONTENTS (Continued)
V. ESTIMATES
Cost Projections 109
Name Acquisition 110
Conquest 116
Customer Loyalty 120
Product Introduction 129
Database Marketing 133
Super Q Program 135
Potential Program Levels 136
VI. CREDENTIALS
Nash Direct, Inc.
139
Synergetic Marketing 140
Clients 141
Nash Direct Staff 142
International Network 143
Demographic Systems, Inc. 146
VII. WINNING 150
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Direct Marketing
Plan
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Introduction
Direct marketing can be an extremely effective advertising method
for Lorillard, especially in light of pending legislative restrictions. In order to
retain market share in a constantly shrinking market, Lorillard must take an
aggressive direct marketing stance to protect against the competition.
Unfortunately, Philip Morris, RJR Nabisco and American Tobacco are
way ahead.
Philip Morris, RJR Nabisco and American Brands have been
compiling names of smokers for the past. five to ten years. As a result, many
of the traditional methods of name generation (i.e. multi-product/lifestyle
surveys) are currently blocked by exclusivity contracts. Therefore, a main
focus of Lorillard's marketing strategy must be to develop additional
sources for name generation.
• Name generation is only the beginning. Direct marketing can serve
as a vehicle for customer loyalty programs, conquest of smokers of
competitive brands, and introduction of new products. Nash Direct's
comprehensive marketing strategy for Lorillard combines all of these
objectives, cost-efficiently.
A Step By Step Approach
The greatest strength of direct marketing is the ability to evaluate a
promotion's effectiveness through various types of response mechanisms.
We at Nash Direct take full advantage of direct marketing's analytical
potential. For Lorillard, we propose to proceed slowly and cautiously
through a results-driven, four step method of strategic planning: Research,
Testing, Evaluation, and Roll-out.
•
•
2-
Step One - Research
Existing research is reviewed and any additional research that is
needed is conducted before a strategic marketing plan is developed.
Additional research might include:
• Compiling a current customer profile to determine
those consumers who would be most likely to smoke
Lorillard brands.
• Examining Lorillard's market penetration to gain insights into
untappped marketing areas.
• Conducting focus group research to get consumer feed-back
on smoker's attitudes and preferences.
Step Two - Testing
• A minimal risk test program is developed for each project based on
the research results. Since programs are tested using the smallest cells
statistically viable, tests are a cost-efficient method of determining the best
strategies for reaching your customers. Various testing methods are
available, such as testing different creative concepts or offers in one test
market while testing different publications or list sources against each other
to see which generate the most qualified respondents. Coupons can be
tracked individually to compile a profile of consumers most likely to redeem
coupons.
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