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Why does Globe Life use Jane Tucker shared-mail programs? "Very simple. Jane Tucker's Supermarket of Savings delivers people that would not come to us as customers though our other distribution channels." "Globe Life presently uses TV, magazines, and direct mail (about 250 million pieces a year). You would say from that, my gosh, we have all these distribution channels covered, why would we possibly need to look at another distribution channel which probably overlaps others in terms of households that are delivered. But the long and the short is that we found, just as others in this program have found, that this distribution channel delivers customers we are not getting any other way. So this is a way of delivering additional consumers. And that's what it does for us. " "It doesn't make any difference what you are selling or what your product is. If you're not using this distribution channel, if you haven't really taken a hard look and done a fairly extensive test with Jane Tucker's Supermarket of Savings, you are missing a distribution channel that can expand your market. It's that simple." What about the response rates you get from Jane Tucker programs? "In terms of the marketing programs that we do, and we do a sizable number, there is no program that produces the kind of responses that we get from Jane Tucker's Supermarket of Savings." "In fact, our responses from this program have been so consistently outstanding it's enabled me to come back year in and year out and participate in every program that they have available for me." How do you feel about being a long-timer advertiser? "The fact that they have people coming back in their co-op, just like myself, tells me that there is stability there. And one of the things that you are looking for in a program is stability. When I can see myself and other companies returning time after time after time, that gives me a major confidence that I can plan for the future with a company like this." "There is not a direct mail ride-a-long program or newspaper insert program claiming to reach families with children or people who are 50 or over that we have not tried. We have tried every single one that makes sense. Ninety percent are no longer in operation. Jane Tucker's Supermarket of Savings has stood the test of time. They have consistently performed for us. We're still working with them because their package works for us." Do you think there is a relationship between the quality of the names that are mailed and the response you get? "I have no doubt about it. The target of these mailings are the people who are receptive to this particular type of advertising. So the readership of this, the redemption rate, response rate, everything about it, is going to be higher, especially for someone who has an offer of real value." "The feedback we get is that people anticipate receiving this mailing just so they can look in and see what value is in there. You have the full attention of the person when they open it up. If an advertiser has something of value, it's going to do well in this program." Besides the cost savings of shared-mail, is there an advantage to having other advertisers in the envelope? "Having other national advertisers like Sears Optical and AARP in the package is a huge benefit. It gives us instant credibility. People look on that envelope and see those name brands, they know that there's value in that envelope, and they associate the companies in there with quality and savings, so you can't get a better endorsement for your product than to be in with people who have that kind of credibility." What about the list strategy that Tucker uses in selecting their names? "We put out a quarter of a billion pieces of mail a year, so we know something about lists. And we know that the Jane Tucker list that we're going out with is highly selective, highly responsive, highly deliverable. In terms of lists that are brought together to form this mailing file, it is as good as anything I can possibly do myself." What about their customer service and support? "Over the years we have probably done half a billion inserts with Jane Tucker's Supermarket of Savings, and we've never had one be late. Most of the pieces we have done with them have been done completely through their efforts. I get to review and approve the copy, but the creative strategy, the actual art, the actual printing of the piece, all that has been handled by the people at Tucker. We've never been displeased with the printing of any of our pieces. The Tucker people control the process very tightly." "I consider the Tucker people to be part of my marketing team. I don't know where else you can find someone like that, who is willing to be a partner, and do the kinds of things and give you the kind of input that you need to make your program successful. I never had a company work any harder to make me successful, to make Globe Life successful." | |||||
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