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Additional info for Advertising Age - 11 April 2011
But you are, if anything, even less in control of your destiny than that shopkeeper. For between you and your eventual customer there may stand wholesaler, retailers, salesmen, or maybe manufacturer’s agents. ) Will all these intermediaries share your enthusiasm for your product? Will they communicate it to the consumer with the zeal you would have? Will they promote, advertise and sell it vigorously? Or will you have to? If you have not chosen the right product you could fail; even supposing you have, if others do not share your belief in it the results could be just as bad.
Even if yours is a ‘pure’ direct marketing company you should find most of these points relevant. 1 What is your overall business objective? What kind of firm are you? Where and how can direct marketing contribute to its achievement? Let’s say you’ve just entered a market in which there are several well established companies doing well. Your immediate objective is not to make money, but to build volume – to recruit as many new customers as possible at an acceptable cost – rather than to make a profit quickly.
It was a fine example of the combination Direct marketing can do more than you think ᔢ 37 of a powerful brand with effective direct marketing – a combination which is, in my view, likely to become more and more important in the future. In the case of Pepsi Cola, once again, the brand was an important characteristic. Also critical was an intelligent contact strategy. The trade in the small Italian town involved were mailed twice to stock up, since Pepsi was about to embark upon a major consumer drive.