By Bird D.
As a part of a virtually dependent booklet sequence aimed toward center and senior point company managers, this primary paperback variation of a consultant before everything released in 1982 demystifies positioning, media (examples included), birthing principles, and different features of direct advertising and marketing in a conversational tone. chook, a veteran British direct marketer who now runs his personal corporation, concludes that it's time for the sector to head complete circle in desire of generalists over experts.
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Additional info for Commonsense Direct and Digital Marketing
It certainly worked: the chairman of Mercedes Benz was interested enough to send in his favourite quote. Would he have read a Hewlett-Packard ad with as much interest? Just about every company engages in direct marketing of one sort or another. There can be hardly anyone who at some time or another doesn’t make a phone call or send out a letter with the hope of making a sale. Many individual initiatives employ a direct approach. A typical example is the salesperson making telephone calls to find good prospects.
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 Three Graces of direct marketing ᔢ 35 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. Points to remember • • • • • • • • • • • • • • • • • • Know your business aim.
Likes, dislikes, peculiarities – working out what you can sell next: what other service you can render. It is with the subsequent sales that you make the gravy. You begin to know and understand your customer. You establish a relationship. That is good business. So it is with direct marketing. Your best customer is not your unknown prospect in the street, milling around amongst others. He is the person you The Three Graces of direct marketing ᔢ 23 know, who knows you. You can offer precisely what he needs, and sell to him much more easily.