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<\/a><\/p>\nSo I replied, \u201cSo do your customers.\u201d<\/p>\n
They got the point.<\/p>\n
You shouldn\u2019t rely on just one medium \u2013 because your customers don\u2019t.<\/strong><\/p>\n Many people ask me, should we use e-mail or direct mail? It shouldn\u2019t be a question of either\/or.\u00a0 The answer should be both<\/em> \u2013 and the question is, when to use which one?<\/p>\n Nor should you rely on one marketing weapon alone.\u00a0 It is as though you were a general in a war who had infantry but no artillery or tanks.<\/p>\n Which weapons to choose?<\/p>\n There are plenty out there.<\/p>\n Some will be more appropriate than others. Here is a list of 16 I gave to the delegates:<\/p>\n Research<\/p>\n Advertising<\/p>\n PR<\/p>\n Point of Sale<\/p>\n Sales Promotion<\/p>\n Sponsorship<\/p>\n Product placement<\/p>\n Guerrilla<\/p>\n Word of mouth<\/p>\n Sales people<\/p>\n Direct Marketing Online<\/p>\n Direct Marketing Offline<\/p>\n Experiential<\/p>\n Packaging<\/p>\n Your job, if you wish to be as effective as you can be, is to understand what all these weapons do \u2013 and when to apply them.<\/p>\n If you are using research, but your competitor isn\u2019t, you know more \u2013 and that gives you a huge advantage. If you are using PR and your competitor isn\u2019t, that gives you another huge advantage.<\/p>\n How I built a business<\/strong><\/p>\n At the Perry Marshall seminar a delegate from Brazil asked me a question about building a brand.<\/p>\n My partners and I built the best-known direct marketing agency in the U.K. from a minus position (we were all in debt) by using several weapons, mostly NOT direct marketing.<\/p>\n We ran events, wrote articles, made speeches, offered free booklets about direct marketing – and I wrote two books.<\/p>\n We held amazing parties in famous places like Madame Tussaud\u2019s Waxworks Museum.<\/p>\n And we advertised.<\/p>\n Have you noticed that advertising agencies hardly ever advertise? Do you ever wonder why?<\/p>\n In my experience advertising was not at all effective in getting business, but it did get us known as a serious firm, which was a great benefit when I came to sell the business to Ogilvy & Mather .<\/p>\n But we did hardly any diredt marketing, even though that was our speciality. Only one direct mail campaign and a telephone follow-up in the 7 years before I sold the business.<\/p>\n But our agency was so well known that 11 years after we went out of business we were still appearing among the top 15 agencies people would choose to give their business to.<\/p>\n The Bare Essentials of Marketing in 60 minutes<\/strong><\/p>\n Do YOU understand marketing \u2013 really?<\/p>\n At the Perry Marshall event I asked people what they would like me to talk about. Most people said they\u2019d like to know how to plan and carry out a marketing program.<\/p>\n So I created a one hour talk on just that.<\/p>\n It starts by defining marketing, then looks at how you compete better, what matters most (and why people get their priorities wrong).\u00a0 All complete with 18 relevant examples \u2013 one of which is a letter that took $2.75 million off just 1500 customers.<\/p>\n People liked it so much that they stayed till nearly three hours after the official seminar ending.<\/p>\n So now I have turned my speech into a webinar. It is free.<\/p>\n Would that interest you? If so, just send an email saying \u201cMarketing\u201d to Drayton@draytonbird.com<\/a> and I\u2019ll tell you where to go.<\/p>\n Just that one word will do \u2013 and I\u2019ll tell you more….<\/p>\n – Drayton<\/em><\/p>\n