Most so called ‘experts’ in marketing and communication haven’t got a clue…
In the marketing and communications arena right now, the lunatics are running the asylum…
85% of all advertising and marketing is invisible, because it is so badly done. 14% of all advertising and marketing is extremely poor — either unattractive, stupid, patronising, demeaning. ( Ironically, that’s better than being invisible, because at least it might get your attention. ) The remaining 1% is terrific work
, In my view, 2 main reasons… 1.DM is still not recognised by the majority, as a specialist medium. One to one marketing is a completely different mindset, to the traditional advertising and marketing approach… 2.No one studies the medium. Caples, Hopkins, and Ogilvy were 3 geniuses in our industry. Yet, most creative directors and marketing chiefs have never read a word they’ve written.
How do we become better direct marketers and make our companies more profitable?
1. Have more customers 2. Have those customers place business with you more often 3. Have them spend more when they do business
The Direct Marketing Credo 1.The customer you’ve got is 4 – 5 times more likely to buy from you than someone identical who is not a customer. 2.A previous enquirer is about twice as likely to buy. 3.A past customer is usually the next best bet.
Focus on customers before prospects Here’s why companies lose customers 1. Moved away or died4% 2. Other company friendships5% 3. Competition 9% 4.Product dissatisfaction 14% 5.No contact/indifference or the attitude of the sales force 68% Retail research by McGraw-Hill
“There is only one profit centre in business. It is your customer” Peter Drucker
“It is infinitely more profitable to service an existing customer, than it is to find a new one...”
“Something you know about your customer is much more important than anything you know about your product”. Harvey MacKay, Author of ‘How to Swim With The Sharks Without Being Eaten Alive’
But, you may be surprised to find out that even in these tough times, most companies know very little about their customers...
“Customers have different names, ages, addresses, dialects, education, incomes, ethnic backgrounds, experiences, aspirations, circumstances, family structure, motivations, behaviour patterns, personalities, character traits, physical features, emotional makeups and personal priorities. Consumers are individuals as unique as snowflakes” Jerry Reitman
In the last 5 years, there has been a massive power shift, so it is vital that you recognise this and ACT…
We have to make it so easy for our customers to buy from us… …because it’s tough out there…and competition is fierce…
Easier said than done though…. …so how do we do it..?
Understand how it works… Understand what you must do and what you must not…
Respect the communication process as much as the person with whom you are trying to communicate…
…Because, God knows, as an industry, we need some help…
“You can divide advertising and marketing people into two groups. The amateurs and the professionals. The amateurs are in the majority. They aren’t students of communication. They guess. The professionals don’t guess, so they don’t waste so much of their client’s money…” Drayton Bird