Bob Stone's Direct marketing success stories-- and the strategies that PDF

By Bob Stone

ISBN-10: 0844236659

ISBN-13: 9780844236650

Development a profitable direct advertising and marketing enterprise takes greater than success and creativity - it calls for the kind of perception and management abilities which may basically be realized via a long time of real-world adventure. right here, in one quantity, you could have at your fingertips the knowledge of the world's best direct advertising and marketing businesses. Their tales will do greater than tell less-seasoned direct advertising execs - they are going to encourage you to steer your organization to unheard of progress - and gains.

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Extra info for Direct marketing success stories-- and the strategies that built the businesses

Sample text

We were one of the first catalog companies to make it available to our customers, giving busy, professional women a more convenient way of shopping. __ Bringing UPS in to deliver our merchandise. Prior to 1976, United Parcel Service (UPS) was primarily a business-to-business alternative to the post office. Its biggest customer was General Motors (GM), delivering parts from factory to dealers. The delivery service's strength was its speed, and we required that speed in order to offer our customers a better way of shopping.

If they thought we were all talk and no action, we'd never get anywhere. Dramatic moves like eliminating profitable but unfashionable lines certainly showed we were serious. But it was an event completely divorced from remaking the catalog that really changed our people's attitudes. Spiegel used to be located in an old, decrepit, converted warehouse on the southwest side of Chicago. It was dirty, dusty, and lacked air conditioning. If any building represented mass rather than class, this was it.

I was working hard and reaching for success in the mid-1960s with my advertising sales firm, The Pattis Group, when I came across a start-up advertising agency called Stone & Adler. Whereas most agencies were anxious to buy advertising space in the magazines we represented, these people had different ideas. Yes, magazines played a role in their media mix, but the real focus at Stone & Adler was in the exciting new field of direct mail and direct marketing. The men and women of this full-service direct marketing agency spoke a peculiar language with terms such as ''response rate'' "add-ons," "bounce-back sales," "package stuffers," and many others.

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Direct marketing success stories-- and the strategies that built the businesses by Bob Stone

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