Download PDF by Bird D. : Commonsense Direct and Digital Marketing

By Bird D.

ISBN-10: 0749447605

ISBN-13: 9780749447601

As a part of a essentially established publication sequence aimed toward center and senior point enterprise managers, this primary paperback version of a consultant in the beginning released in 1982 demystifies positioning, media (examples included), birthing rules, and different elements of direct advertising in a conversational tone. chook, a veteran British direct marketer who now runs his personal corporation, concludes that it's time for the sphere to head complete circle in want of generalists over experts.

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Example text

Recipients were asked to submit their favourite quotes. It was direct marketing, but also public relations; you could even call it a ‘promotion’. 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.

How do your customers see you? How do your competitors see you? Who do you think you are competing with? I am going to talk more about positioning, but it’s very important to understand at the outset that the way you are perceived and your position in your market will determine much of your direct marketing. For instance, the The value of brand awareness 40 ᔢ Commonsense direct and digital marketing The importance of value for money tone of voice you use when communicating with people, the frequency with which you communicate with them, and the types of offer you make to them.

Would you communicate with a good friend, an established customer, just once a year? Or once every six months? I think not. On the other hand, would you communicate with somebody who was virtually a stranger, a prospect, every week? I think not. I suggest that you would communicate with a friend as often as you had something interesting to say. Something you thought they might appreciate. Even if the person were a stranger, the same would apply, though they would be less interested in hearing from you; would be less likely to listen to what you had to say.

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Commonsense Direct and Digital Marketing by Bird D.

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