In my last post, several branding types argued that direct marketers should listen more to branding folks and follow their lead.
May I humbly suggest that maybe it should be the other way around ? because we direct marketers know how to sell ? and branding types don?t?
A case in point: General Motors.
You know all the trouble GM has been in lately; it?s made front page headlines for weeks.
But according to an article in The Week (7/1/05, p. 38), GM?s new marketing campaign is turning things around for the company ? raising market share from 25.8% to over 30%.
Did they do this by leveraging the power of the GM brand, built with decades of expensive branding type advertising?
They did it, like a direct marketer, with an OFFER ? an “employee’s discount offer” … giving car buyers the same discounted prices that GM employees receive.
And that?s why I?m a direct marketer and not a branding guy.