The Chieftains

QUESTION: HAVE YOU OR YOUR FAMILY RECENTLY RECEIVED A DIRECT MAIL PIECE THAT CAUSED A STRONG REACTION, EITHER POSITIVE OR NEGATIVE?

SHARON HARTLEY, EXECUTIVE VICE PRESIDENT OF MARKETING, CRAYOLA

Sharon Hartley, Executive Vice President of Marketing, Crayola

Ninety-nine percent of the direct mail I get at home goes into the trash — and I screen the mail, so nobody else in the family ever sees it. But I did use a direct mail item recently. Every year I get a birthday gift card from Sunglass Hut. And this year I used it. I don't often pass a Sunglass Hut in my journeys, but I happened to do so, needed sunglasses, and also happened to have put the card in my wallet. So they did me a favor, and I probably did them a favor in return. But I'm getting less and less direct mail, and more and more spam e-mail. I must have signed up for something at the wrong site.

SHARON DUNN, PRESIDENT, DUNCRAFT, INC.

Sharon Dunn, President, Duncraft, Inc.

I recently received Healthy Pet Magazine, a direct mail piece, not something I subscribe to. It had a partial wrap on the cover reminding me that Prince, my standard poodle, was due for a set of shots at our vet's office by October 5. In my hand I had the reminder with a list of all the needed vaccinations, the vet's phone number and a magazine full of interesting articles — I liked the piece on how to control barking! It was customized and useful content.

ED MARTIN, DIRECTOR, INTERNATIONAL INSIGHTS & NEW METHODS, THE HERSHEY CO.

Ed Marting, Director, International Insights & New Methods, The Hersey Co.

One recent direct mail letter addressed to me looked like an official and urgent document from the government. My first reaction was “Oh no! What do they want?” So, of course, I opened it. It took me another 20 seconds to realize it was a solicitation for insurance or something, which really made me angry. Why would I possibly buy from people who are clearly using unethical practices to get me to open up their solicitation? I guess the “you have just won a million dollars” tactic has worn out its effectiveness. But at least with that one, I was happy for a minute when I was tricked into opening the envelope.

DEIRDRE BAIRD, PRESIDENT & CEO, PIVOTAL VERACITY

Deirdre Baird. President & CEO, Pivotal Vercity

When we moved down to Florida a few months ago, we suspected it would be very difficult to find the same quality of doctors we were accustomed to in New York. Our first month here, we received a solicitation from a doctor that only re-affirmed our fears. The piece was a postcard soliciting new patients. It profiled the doctor as an American — but listed his medical degree as having been obtained on a Caribbean island known for taking U.S. med school dropouts. On a more positive note, we recently received a catalog chock full of Halloween costumes for kids. We were thrilled at the variety and liked the inclusion of outfits for parents. My husband zeroed in on the Batman costume, as that's one of my sons' favorite heroes. And he loved the sexy girl version of the Robin outfit. But no, mommy won't be wearing that unless we can extend the length of the handkerchief they call a skirt. LOL.

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