Magazine article Marketing

Opinion: Marketing Society - Resurrection of a Salesman

Magazine article Marketing

Opinion: Marketing Society - Resurrection of a Salesman

Article excerpt

There is a lot to be said for being proud of what you do. Direct marketing is all about selling - not your soul, but the customer's product.

So I am proud of selling stuff.

We can all remember the days when direct marketing was the wunderkind, the stalking horse that made the advertising boys quake in their handmade Lobbs.

Suddenly, clients would totally ruin a good lunch with talk about sales uplift and return on investment. No matter how hard the adman tried to steer the conversation around to 'real' topics such as unprompted recall, the glazed, hypnotised look of the client would return to results.

I'm not saying that direct marketing has strayed too far from that, and I'm not saying that it still doesn't give the advertising boys sleepless nights - otherwise, why on earth would they all have developed a direct offer as some kind of life insurance?

What I am about to say, though, will annoy a lot of direct practitioners: I think direct marketing is in danger of losing its roots, forgetting where it came from and putting on a few too many airs and graces. I think it's about time it rediscovered itself.

I beg all direct marketers reading this not to allow their medium to become another adland, and to 'do the right thing' by their clients. …

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