Commonsense Direct & Digital Marketing by Drayton Bird
By Drayton Bird
Drayton Bird's common-sense Direct and electronic advertising wishes no advent to sellers and direct sellers. it isn't simply visible because the authority on direct advertising and marketing execution, yet can be generally liked for its attractive, non-nonsense variety. the most recent version takes the ebook into new territory -- the sector of electronic advertising. It supplies the marketer the instruments, suggestions and buildings had to produce potent and ecocnomic advertising around the direct advertising and marketing spectrum, from basic letter to centred web-based campaigns. For someone focused on direct advertising, this publication presents not only the constitution for achievement but in addition an energizing perception into the concepts in the back of a few of the world's such a lot profitable direct advertising campaigns.
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Additional info for Commonsense Direct & Digital Marketing
This was, to say the least, an unwise decision: the conversion rate was abysmal, the publication made me no money whatsoever, and eventually I had to close down what appeared to be a very promising business. Where it fits in The closest thing yet to perfect marketing Within companies people are so busy doing things the way they have always been done, or responding to head office, or engaging in the enjoyable minutiae of intramural squabbling, that – as I have already noted – they don’t spend much time considering what they are in business for, or what their business is.
And since in most businesses one of the biggest costs is recruiting the customer, the longer you can keep that customer, the better. That depends on building the relationship. I’m not suggesting to you that in all direct marketing a continuing relationship is built up. But I am suggesting that in almost every case the possibility is there, if you take advantage of it. And clearly, long-term business based upon making and keeping a customer depends on building this relationship. When first I entered the mail order business, as it was then known, I imagined that what one did was to run an advertisement, sell the goods, and retire after a few insertions.
Suppose you are an insurance firm trying to help your agents, or brokers, or sales people by putting together a direct marketing programme for them. Or you are a motor car company trying to help your dealers. Under those circumstances, you are not cutting out any intermediaries: what you are doing (which is just as important) is using a form of marketing which will make your representatives’ jobs easier by giving information to these prospects and customers. You will also learn more about these customers’ needs from the data you may acquire about them, either directly or from research.