Mailshots are regarded by most recipients as the dark side of marketing. Direct mail is the most unpopular marketing tool-usually characterized as junk mail, it is often thrown away without being read beyond the most cursory glance to check that it isn’t “real” mail, and sometimes it is thrown away unopened. Segnala presso:
The world of textbook publishing is not the academic ivory tower one would imagine-it is a fairly cut-throat business, with publishers battling to persuade lecturers to recommend the books to the students. A good adoption can create a long-term income stream for the book, so there is a lot at stake, especially for the big [...]
You need a good, clean mailing list. Segnala presso:
Cutting through advertising clutter is a perennial problem. Most people in the developed world are pretty adept at dodging marketing messages-and most marketers try to get around this simply by shouting louder, which is counterproductive, or by exaggerating their claims, which is of course even more counterproductive. Segnala presso:
You need to identify the decision-makers in each organization and personalize the approach. Segnala presso:
When the first long-life low-energy light bulbs appeared they cost around ten times the price of a tungsten-filament bulb. Although they used only one-fifth of the energy of a traditional bulb, this was not enough to make them cost-effective, but they last 50 times longer, which is a major advantage. The problem for marketers lay [...]
In most companies, especially larger ones, there is no single decision-maker. Even the top boss needs to consult other people in the management team. Salespeople often try to get all the decision- makers together for a presentation, but in practice this is usually impossible: senior people have busy diaries, and are certainly not going to [...]
