By Drayton Bird
(Kogan web page) a pragmatic and humorously written advisor to the intricacies of direct advertising, for revenues and advertising managers, ads executives, and advertising scholars. indicates find out how to place items successfully, what to promote, how one can opt for an service provider, and the way to obtain and maintain clients. Softcover. earlier version: c1993.
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A couple of years ago the Lincoln Mercury Division of Ford started spending a significant budget on direct marketing activities. Their objective was to build a direct relationship with potential purchasers over a period of time so that they eventually chose Mercury, then could be ‘traded-up’ over a period to Lincoln. To achieve this, the first mailing sent to likely prospects simply incorporated a beautiful portfolio featuring pictures by well known photographers of the new Lincoln Mercury range.
Are you (or your client) really a direct marketing company or are you not? What should you be? Have you looked carefully enough at the kind of company you are? How important is direct marketing to you? How much direct marketing are you already conducting? You can then determine what potential you have to improve your present activities and how much importance you should attach to direct How important is direct marketing to you? 38 ᔢ Commonsense direct marketing marketing itself within your business, quite apart from being able to find new areas in which it might work for you.
THE THREE GRACES OF DIRECT MARKETING What is the purpose of direct marketing? In my view, it is quite simply: to isolate your prospects and customers as individuals and build a continuing relationship with them – to their greater benefit and your greater profit. You can break this purpose down into three parts, which I call the Three Graces of direct marketing. First of all, when you isolate someone as an individual this automatically implies that you discover what differentiates them from other individuals.