Banks' DM packages explain mergers

Article Abstract:

Major US banks are distributing direct mail packages announcing their mergers and containing a general introductory letter and product disclosure booklet. Customers read the detailed information to find out how their accounts will be affected by the bank merger. Michaelson Kelbick Partners Inc. of New York has developed personalized mail packages for clients involved in the union of CoreStates and First Union. The mail pieces are slated to be sent out to First Union's 1.9 milion retail customers, 130,000 small businesses and 20,000 commercial clients. The bank has reportedly retained about 80% of its customers in each of its five mergers in the past two years.

Commercial Banks, Commercial Banking, Direct Mail Advertising, Direct Mail Advertising Svcs, First Union Bancorp., CoreStates Bank N.A., Michaelson Kelbick Partners Inc.

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Printer campaign aids re-sellers

Article Abstract:

Hewlett-Packard of Palo Alto, CA, is rolling out a two-tined campaign that combines Web marketing and direct mail in order to feed thorough leads to re-sellers of its $16,000 HP D640 printer. Mid-size to large companies selected from the subscription lists of InformationWeek, PC Magazine, Beyond Computing and others are the target of Hewlett-Packard's campaign. The effort, which received a response rate of nearly 4%, accomplished its initial phase and has reached 80,000 businesses, with plans to send another 60,000 to 70,000 mails in June 1998. The printer's Web address at www.hpd640.com may be visited by mail recipients.

Other Computer Peripheral Equipment Manufacturing, Demographics, Positioning, Campaign Themes, Computer Input-Output Eqp NEC, Hewlett-Packard Co., Printers (Equipment)

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CDW campaign emphasizes choices

Article Abstract:

CDW Computer Centers of Vernon Hills, IL, recently implemented an $85 million marketing campaign that highlights its role as a direct reseller of over 30,000 computer products from an array of brand-name companies. The company completes over 3,000 custom configurations on branded products weekly and provides more than 50 certified technicians for customer support. CDW and Atlanta, GA-based marketing agency White and Partners are working on a media plan that will include television commercials and print ads in dailies, computer magazines and business publications to the campaign.

Computer Stores, Computer and Software Stores, CDW Computer Centers Inc., White and Partners

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