By Drayton Bird
(Kogan web page) a pragmatic and humorously written consultant to the intricacies of direct advertising and marketing, for revenues and advertising managers, advertisements executives, and advertising scholars. exhibits tips on how to place items successfully, what to promote, the best way to pick out an organisation, and the way to procure and retain buyers. Softcover. earlier variation: c1993.
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Additional resources for Commonsense Direct Marketing
In other instances, people prefer to deal direct quite simply because of embarrassment. This could be because of the nature of the product, or the customer. One of our clients used to sell a beauty course through the post, and we noticed that a significant proportion of the customers appeared to be gay. The Three Graces of direct marketing ᔢ 29 People often feel embarrassed, too, about money: a good reason why loans through the post and other financial propositions have done very well – apart from the ones mentioned earlier in this chapter.
It is also an excellent way of adhering to Levitt’s description that we should make and keep customers. Finally it quite simply makes good economic sense and helps you spend your money effectively and measure the results properly. The closest thing yet to perfect marketing 34 ᔢ Commonsense direct marketing So now that we have established what direct marketing is, why it is growing, where it fits into marketing and other related activities like advertising, let us consider more carefully where it fits into your business.
Apparently consumers feel (perhaps rightly) that all insurance companies are much the same. There is very low brand awareness in this field. On the same day, Bob Scott, founder of the Scotcade company (which introduced mail order to the more sophisticated classes in the UK in the 1970s by paying great attention to the look and tone of its advertisements) gave an opposite view. He believed heavy use of his brand name had increased his response rates by around 30 per cent. The respectability he had tried to imbue his company with, in a market where most of his competitors had rather tatty images, had obviously paid off.
Commonsense Direct Marketing by Drayton Bird