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    I
    BROWN &- ~VILLLMSISON
    TOBACCO CORPORA110N
    IN-nRN.IMONAL 13&W
    To: Jaccuel-ine Remct
    B.A.T Nederland B.V.
    CC: Tinc Lewis
    Mike DiCio
    Gail Lymzle-Green
    Marie Polet 22
    From: --cb M~Iler
    Date- May 9, 1990
    Subject: Direc Marketina
    Dear Jacqueline:
    it was a pleasure discussing direct marketing with you on
    May 7. 1 hope that I was able to answer the questions you
    had about th~ use of direct marketing at E&W (and in the
    U.S. tobacco industry in general) to your satisfaction.
    I spoke with GaiL. Lyttle-Green following our conversation
    regarding the estimated t=etable for receint of data on the
    conversion test. Gail indicated that preliminary
    information should be available in about late June.
    I'm forwarding to you via mail some recent samples of direct
    mail pieces that Gail developed this year.
    - The RALEIGH and BELAIR mailings were sent to
    franchise smokers to advise them about the
    introduction of low-price line extensions.
    - The RICHLAND and KOOL mailings are a part of the
    conversion test. They were mailed to a highly
    selective cross-section of competitive adult
    smokers of potential donor brands. With RICHLAND,
    two different creative executions are being tested
    tc determine which approach generates best response.
    - As we discussed, you'll note that all pieces deliver
    either free product coupons for trial, or,
    dollars-off coupons for repurchase.
    -00 3P.C 0.1f) S A
    X
    BATCo document for Legal Services : Health Canada 20 October 1999

    




    -2-
    i've also included a co--,.r of the RALEIGH/BELAIR magazine
    hat was mailed quarter y to franchise in 1987. 1 think
    7:ha+, it's a good example of "relationstip marketing", i.e.,
    ongoing communication w-i,:h consumers to establish a great----
    sense of loyalty toward the brand. This approach also
    provides "added value" -insofar as the consumer is receiving
    a free magazine with interesting and useful articles
    targeted to their demographic and psychographic profiles --
    courtesy of the brand. it delivers advertising, purchase
    Incentives and a liquid-at-or program as well. The reader's
    'ded the consumer
    survey included in the z`;.p--Jn aiso prov~
    with ar, oraDortunity to state her or his cpinion, and to
    cont.nue the "one-on-onell conversation 'with us.
    _.'.S T mentioned, 1 look forward to meezing you and to
    - iearninq more about the work you are,dcinu in this area.
    11ve asked Gail to forward me sannles of any new work that
    she does so that we can sharei theri with vou as well.
    ~,nsz rsaards,
    J-Z
    0
    _,I
    ID
    BATCo document for Legal Services: Health Canada 20 October 1999