November 23rd, 2004 by Bob Bly
In this blog, I want to provide the blogosphere with a view from my side of the fence as a member of another ?sphere? ? old-fashioned direct marketers who still believe the main purpose of marketing is to get the cash register ringing and not just have ?conversations.?
To start off, let me share with you what I believe is the ?mindset? of direct marketing, based on my quarter of a century in the business:
1. Direct marketers are only concerned with one thing ? ROI (return on investment). That is, if you spend a dollar on a mailing, do you get two or three dollars back in sales?
2. Direct marketers don?t care if other marketing experts find their promotions loud, unappealing, too hard sell, or behind the times. We only care if those promotions work.
3. Direct marketers know that often ugly and crude outperforms beautiful and sophisticated. Not always, but often.
4. Direct marketers know that subjective opinion about copy and creative count for squat. The only way to determine whether my copy is better or worse than your copy is in an A/B split test ? not subjective judgment.
5. Non-direct marketers get very excited about new media and methods early, despite the fact that they have not proven their ability to generate positive ROI ? and largely, it seems to me, because they are new. They are very eager to spend time and money on new vehicles that have not proven themselves in the marketplace.
6. Direct marketers, on the other hand, are cautious and conservative. We want to know something works before we spend money on it. And even then, we conduct small tests to make sure it will work for us before rolling out with it on a larger scale.
7. Non-direct marketers are obsessed with branding, awareness, and image. Direct marketers consider ROI the primary objective, and we resist having our promotions being controlled by any branding requirements that might interfere with achieving it.
8. Direct marketers are increasingly finding that what works in offline (print) ? direct mail, space ads ? works online. Yes, there are some differences. But strong selling copy is needed to secure the order whether from a DM package or a landing page.
9. Direct marketers expect to see immediate ROI from their marketing efforts. Non-direct marketers hope to see their efforts change behavior or attitude in the market over a much longer horizon.
10. Non-direct marketers take extra pride in campaigns that are creative, clever, edgy, funny, or splashy. Direct marketers couldn?t care less about such things and some of us even look down our noses at them.
If there are folks in the blogosphere who find the above guidelines foolish, unwise, or outdated, I?d love to read a post from you stating your position. And thanks for visiting my blog!
This entry was posted on Tuesday, November 23rd, 2004 at 9:26 pm and is filed under Direct Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.