Profile: Peter Schwartz
Members are creative professionals who are registered
at AbleStable® and who offer products and/or services
for sale of which they are the originator. Professional
copy. Proven results.
North Fillmore Street, Suite 10, Arlington, Virginia
co-creative director of a Washington, D. C.-London-Paris-Amsterdam
direct marketing advertising agency, Peter Schwartz
has 25 years of experience conceptualizing, writing,
and producing direct response advertising; print
advertising; collateral materials; and video, Web-based,
and multi-media educational, training and promotional
materials for a broad range of companies, organizations,
and industries in the U. S. and Europe.
at start, the rest, 30 days after completion.
in some cases
have the write to use my copy to promote my services,
unless the subject is of a strictly confidential
Aircraft Owners and Pilots Association
American Express (France)
American Mobile Satellite Corp.
American Society of Interior Designers
Association of University Women
Atkins Health Revelations
Banque Nationale de Paris (France)
Bureau of National Affairs, Inc.
The Business Roundtable
Cap Gemini Ernst & Young
Cigna Assurance (UK & France)
Commercial Union (UK)
GE Transportation Systems
Food Marketing Institute
Independent Insurance Agents of America
Louis Rukeyser¹s Wall Street
McCormick Spice Co.
Mount Sinai Hospital
National Coalition for Cancer Survivorship
National Food Processors Association
National Westminster Bank (UK),
Reader¹s Digest (U.K.)
Tel Aviv University
The Royal (UK)
United States Navy
United States Postal Service
Woodward and Lothrop
Wolf Trap Farm For The Performing Arts
Yale Hirsch Newsletters
BARCLAYS BANK (financial services-the U.
K.): Unlike their American counterparts,
English credit card holders are reluctant
to go into debt. They tend to pay off their
balances each month. This Echo Award-winning
personal loan package sold these prudent
customers on taking out a loan by showing
them 1) the "possibilities" a
loan could open up for them, 2) the advantageous
interest rates and guarantees being offered,
and 3) how easy and risk-free it was to
apply for a loan over the telephone. The
package won an Echo Award and remained "control"
for four years.
o NEDLLOYD LINES (shipping): Who are your
best customers--and what do they really
want from your company? Nedlloyd¹s
innovative database campaign accomplished
two goals: 1) it gathered valuable marketing
information about current and potential
customers, and 2) it announced the launch
of Nedlloyd¹s Far East shipping routes
with a print campaign that demonstrated
the company¹s intimate knowledge of
Japanese, Korean, and other Asian cultures.
The print campaign said, in effect, "We
not only ship your goods there, we help
you navigate the intricacies of trading
in Asia." The campaign culminated with
a targeted mailing to shipping executives
that included a handsome pen (to fill out
the database questionnaire) and a chance
to win a two-week vacation for two in Thailand.
o CITIBANK (banking): Cross-selling more
products and services to your best customers
is the easiest way to increase the profitability
of your direct marketing effort. Building
on the relationships it already had with
its best credit card customers, Citibank
sold its affiliated auto club with an invitation
to "Test drive our auto club
free and prove it to yourself."
Instead of resting on the goodwill the bank
already had, it encouraged customers to
make a benefit-by-benefit comparison with
the top competition in the field.
o MARRIOTT CORPORATION (hospitality): Corporate
healthcare costs are skyrocketing. Slowing
this upward trend often requires enlisting
the help of employees‹not an easy
sell. This multi-year communications strategy
and multimedia campaign led to a $1 million
reduction in corporate outlays for drug
costs within its first year. The campaign
gave employees the skills and knowledge
to make better and less expensive healthcare
o CHEFS IN PARADISE (travel/cuisine): Imagine
spending ten days cooking and eating with
a world-renown chef at one of the world¹s
most exclusive spas‹just you, your
partner and four other couples. For food
connoisseurs and avid travelers, this is
a fantasy to whet not just the appetite,
but all the senses. This direct maseries
of television commercials used humor and
fantasy scenarios (in one, an aerial view
of the Virgin Islands morphed into an exquisite
gourmet meal) in order to build awareness
and response and was launched in concert
with an exclusive "invitation-style"
o BENDIX AEROSPACE (aerospace): How do you
make tangible the intangible benefits of
superior engineering? With a VIP multi-media
theater installation that compares the engineering
wizardry of the Eiffel Tower
(then, the most revolutionary use of new
materials) with today¹s high-performance
chip "architecture." Two multi-media
trade booth presentations portrayed Bendix
avionics "at work" through simulated
combat scenarios at the Army and Air Force
trade exhibitions. A comprehensive, four-color
book, describing Bendix¹s full range
of avionics, served as a "take-away"
at both shows.
o GLAXOSMITHKLINE (pharmaceuticals): We¹ve
all had the experience of "not connecting"
with someone else. We think we¹re communicating,
but somehow the other person doesn¹t
"get it." For a pharmaceutical
salesperson trying to sell a new drug to
a doctorŠor for an oncology nurse trying
to follow a doctor¹s ordersŠthe
consequences of miscommunication can be
serious. Often, the problem is a failure
to recognize and adjust to the
other person¹s communication style.
SmithKline¹s I SPEAK video training
program teaches medical people how to recognize
communication styles -- their own style
and others¹ -- and then how to adjust
their style in order to communicate more
effectively. The program, which includes
leaders¹ and participants¹ guides,
has been used effectively with doctors,
nurses, pharmacists, and pharmaceutical
o MCCORMICK SPICE CO (food): How do you
entice cost-conscious cooks into buying
hand-made cookware, exquisite utensils,
and gourmet food items? With a catalogue
that creates a "total experience"
for the buyer. This innovative cook¹s
catalogue presented each item within the
context of a regional cuisine and created
a dining experience that began with authentic
menus, moved to professional cooking implements,
and finished with serving plates, flatware,
and beverage choices for desert. The catalogue
surpassed the response rate of the previous
year¹s catalogue by 100%.
o COVERDELLONLINE (insurance): The Web is
a powerful educational and marketing tool
for financial services companies. This Fortune
500 insurance broker designed their website
to be both. Visitors to the site can easily
educate themselves about several dozen types
of insurance, find out what the benefits
of each type are, and decide which types
of protection are right for them. The educational
section of this website (which I created)
provides potential buyers with the objective,
easy-to-understand information they need
to make an informed buying decision. Once
they know what they want, a simple "click"
connects them to the quotation section,
where they can enter their personal information
and get competitive quotes. If they decide
to "buy," they can sign up for
a policy online. Depending on the individual
and his needs, the entire online transaction
need only take minutes.
o HILLMUTH CAR REPAIR CENTERS (services):
All garages do the same thing‹they
fix cars, right? Wrong! Anyone who has ever
had his car serviced knows that there are
a big differences among garages. Rare is
the operation that gets the job done right
the first time and charges an honest price.
It is hard for the consumer to find these
"gems," but it is equally hard
for the truly great garages to stand out
among the mass of second-rate operations.
This series of television commercials helped
this client stand out by making the bold
claim: "If your car isn¹t running
great at 150,000 miles, fire your mechanic!"
The commercials used a variety of humorous
premises and hard-hitting factual claims
to substantiate the service¹s superiority.
o ONLINE COMMUNICATIONS (telecommunications):
The earliest attempts at "PC banking"
were costly failures. Yet, given the tremendous
competitive and economic pressures on banks,
the concept of PC banking made a lot of
sense, if only one could implement it and
sell it to the public. This business-to-business
direct marketing campaign "Home
Banking That Makes Banking Sense"
sold bank executives on a new, highly cost-effective
and compelling way to implement and market
online banking and bill-pay systems, years
before those systems became ubiquitous.
o COMMERCIAL UNION (financial services-the
U. K.): In the early to mid
1980s, the English public was both inexperienced
at (and afraid of) investing in stocks and
excited at the prospect of making a lot
of money from the IPOs of newly privatized
institutions, such as British Airways, British
Gas and the like. Commercial Union, one
of the most respected insurance companies
in the U. K. wanted to capitalize on the
"gold rush" mentality by launching
its own family of unit trusts. Using the
theme, "Where The Smart Money Will
Be On Friday, June 1st at 3:00pm,"
we got people to respond quickly and overwhelmingly.
The print and mail campaign created the
most successful unit-trust launch in British
history and attracted £220 million
in investments in just four weeks.
UNITED STATES POSTAL SERVICE (government):
Imagine you are a Washington D. C. bureaucrat
assigned to give a 40-minute speech filled
with charts and graphs depicting obscure
(but important!) financial data to a "field"
audience that doesn¹t understand a
word of what you have to say. How do you
keep them awake and involved? It¹s
a speechwriter¹s nightmare! Fortunately,
Madame Zalonka had an opening in her busy
schedule. Dressed in full gypsy regalia,
she co-delivered the speech with the client,
using her good humor and clairvoyant clear
sense to prod him into a) speaking plain
English, b) emphasizing the points that
were critical to the audience¹s job
performance, and c) making the audience
laugh along the way.
o CHAPSTICK AND SEARGEANTS PET PRODUCTS
(consumer products): Wrote the speeches
for the combined sales management team for
the annual sales meeting of these two national
brands (both owned by the sales company).
The speech turned facts and figures and
about new product introductions, sales quotes
and goals, and past performance into snappy,
motivational material for these former P&G
sales managers. I also wrote a motivational
video opener, called Performance Counts,
for the meeting.
o DIGITAL (computers): Systems integrationŠintranetsŠconnectivity.
Every company wants its computer systems
to communicate enterprise-wide. But few
in-house IT departments have the resources
or expertise to create and maintain high-performance
networks. DIGITAL does. This "live"
trade booth presentation featured "ClickMaster"
DIGITAL¹s top systems integrator
who makes networking click for our
everyman IT professional, Mr. Jones. Resembling
Cirque du Soleil in its use of physical
humor and pathos, this "live"
presentation tackled complex subjects such
as "global integration," "technology
migration and standardization," and
"sub-second response time" by
acting out on stage four compelling corporate
NATIONAL COALITION OF CANCER SURVIVORSHIP
(non-profit): One person is diagnosed with
cancer every 30 seconds. One person dies
from cancer every minute. The statistics
are terrifying. Cancer will kill more people
this year than all of the Americans who
have died in all of the wars fought in this
century. Nevertheless, funding for cancer
research is only a tiny fraction of what
is spent on the defense budget. This video
(designed for NCCS¹s annual vigil on
the Mall) dramatized cancer¹s rapaciousness
with the "cancer calculator" and
built hope in the power of ordinary people
to change the national agenda and direct
more of this country¹s wealth into
the fight against our Number One Enemy:
cancer in all its forms.
o ASAE (associations): The best salesperson
is a satisfied customer‹and the same
rule applies to association members. ASAE¹s
new "new member" recruiting video
weaves member testimonials into a story
that shows the benefits of ASAE membership
in action. An association CEO and his vice
president are reviewing audit recommendations
submitted by an outside management consulting
firm. The association is facing major growth
challenges. As they review the list, the
CEO realizes that each challenge brings
to mind a conversation he has had with another
ASAE member on that topic‹a conversation
that is re-enacted in the video with actual
ASAE members providing on-camera testimonials.
ASAE, its members and its programs, prove
to be a trove of solutions for associations
seeking to be on the cutting edge of organizational
CONRAIL (railroads): For the workers who
maintain Conrail¹s track, "safety"
is literally a matter of life and death.
Whether they are working with or around
heavy machinery, or wielding a pick along
the track, workers must follow safety procedures
at all times. Even a moment¹s inattention
can mean a spike in the leg, a backhoe¹s
shovel in the head, or death from a loose
car running silently along ribbon rail.
This series of detailed, no-nonsense videos
demonstrated safety procedures (and government
regulations) for working on the track, operating
a spiker, working on or around a backhoe,
and conducting a job briefing. The videos
employed real-life simulations using track
o SEARLE (pharmaceuticals): Even doctors
like a thrill when they¹re being sold
a new drug. That was the philosophy behind
this full-motion, Universal Studios-style
ride-plus- multi-media trade show presentation
that announced the launch of Searle¹s
new NSAID--Celebra. After strapping into
their Alimentary Transportation Pod, the
doctors and the Celebra capsule shoot down
the patient¹s throat and into his stomach,
where Celebra goes to work on the COX-1
and 2 enzymes. A regular NSAID (an aspirin
tablet) has already upset the stomach (depicted
as large, sweaty men wielding pickaxes)
and the doctors¹ Pod takes cuts 90
degrees to avoid stomach acid spewing from
ulcers on the stomach wall. Needless to
say, the Pod encounters many other hair-raising
events before Celebra¹s "mechanism
of action" finally quiets the stomach
and the inflammation, and our doctors are
returned safely to the Searle trade booth
and exhibition floor.
o JEWISH WOMEN INTERNATIONAL (non-profit):
The most heart-breaking victims of the Holocaust
where the children. In 1943, Jewish Women
(until recently known as B¹nai B¹rith
Women) founded a special residential therapeutic
treatment center for the child victims of
the Holocaust. Since then, The Children¹s
Home has helped hundreds of emotionally
disturbed boys overcome their problems and
become productive members of Israeli society.
Jewish Women International continues to
provide a large portion of the funds required
to keep this "oasis of hope" alive
and well. This 30-minute documentary gave
viewers direct insight into the Home¹s
therapeutic methods and has been used as
an effective fund-raiser for years.
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