There are very few certainties in marketing but if your campaign audience is Senior Decision Makers (SDMs) then you can bet your last bitcoin that your target is being protected by a gatekeeper, possibly even two. If you are able to get through to the SDM with ease then you’ve probably been conned by a junior manager, or worse still the gatekeeper themselves.
I was asked in a prospect meeting the other day if I thought that in this world of iPads/tablets and pdfs whether printed brochures actually worked and still had a role to play. Firstly, I must admit that I was a little surprised to get this question, and secondly, what does ‘actually work’ mean… a known increase in awareness, a positive contribution towards sales?
Wearing my direct response practitioner hat, I can honestly say that I’ve seen very few advances in traditional direct marketing techniques over the past 20 years that have inspired me. That is until personalisation came along, but it’s not without it’s pitfalls!