By Drayton Bird
(Kogan web page) a realistic and humorously written advisor to the intricacies of direct advertising and marketing, for revenues and advertising managers, advertisements executives, and advertising scholars. indicates the best way to place items successfully, what to promote, tips to opt for an employer, and the way to obtain and continue clients. Softcover. prior version: c1993.
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(Kogan web page) a pragmatic and humorously written consultant to the intricacies of direct advertising, for revenues and advertising managers, advertisements executives, and advertising and marketing scholars. indicates find out how to place items successfully, what to promote, easy methods to decide upon an business enterprise, and the way to obtain and maintain consumers. Softcover.
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Extra resources for Commonsense Direct Marketing
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 HewlettPackard 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.
Let me give you two examples, covering questions which I have been asked often. The first question is: how often should I communicate with my prospects or customers? This depends entirely upon how friendly you are with 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.
In my view, if you did nothing else but devote your time to considering and answering those two questions, you would be a gloriously successful marketer. ’ THE SPIRAL OF PROSPERITY How much is a customer worth? Of course, how often you communicate with someone and what you can offer has a lot to do with money. How much can you afford? To answer this question, you must ask another: how much is a customer worth? Or to put it another way: how much is it worth paying to recruit a new customer, and what will you gain from keeping that customer?