Direct Marketing

Paper Summary:

This paper explains that, although Maytag is one of America's "Most Admired Companies," the company has been weathering some rough times, largely due to a fiercely competitive, mature market, and is now undergoing major restructuring. The author points out that Maytag may be losing an opportunity to build an ongoing relationship with its existing and prospective customers because, instead of using an umbrella direct marketing campaign to communicate the benefits of all the Maytag-owned brands, each brand is conducting its own campaigns. The paper relates the benefits of umbrella direct marketing; it (1) helps establish the link between its brands, (2) leverages Maytag long standing equity for the reliability and dependability of its products, (3) supports, not contradicts, the individual brands' positioning in conventional media, (4) procures a higher share of the customer wallet or home by cross-selling its various product offerings, and (5) entices customers into wanting to purchase products that "make their lives easier" before existing appliances wear out.

From the Paper:

"The Maytag Direct Marketing effort would naturally have to start with building and profiling a data base of its existing and prospective customers. While the latter could be done through buying ready data bases that match Maytag's customer profiles, a good starting point for the former may be Maytag Stores and other retail outlets. The Maytag Stores especially would be an ideal source since they act as an innovation showcase for the company; are independently owned and operated; and offer a "try before you buy" approach. The incentive for customers to opt-in for Maytag's mailings could be a monthly newsletter on "Making Life Easier at Home." Not only will such a newsletter be in line with Maytag's overall business strategy, it is likely to be of high interest to all home owners and makers since they are constantly on the look out for tips on how to create an efficient and pleasant home environment."

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