In my last post, several branding types argued that direct marketers should listen more to branding folks and follow their lead.<\/p>\n
May I humbly suggest that maybe it should be the other way around ? because we direct marketers know how to sell ? and branding types don?t?<\/p>\n
A case in point: General Motors.<\/p>\n
You know all the trouble GM has been in lately; it?s made front page headlines for weeks.<\/p>\n
But according to an article in The Week (7\/1\/05, p. 38), GM?s new marketing campaign is turning things around for the company ? raising market share from 25.8% to over 30%.<\/p>\n
Did they do this by leveraging the power of the GM brand, built with decades of expensive branding type advertising?<\/p>\n
Nope.<\/p>\n
They did it, like a direct marketer, with an OFFER ? an “employee’s discount offer” … giving car buyers the same discounted prices that GM employees receive.<\/p>\n
And that?s why I?m a direct marketer and not a branding guy.<\/p>\n","protected":false},"excerpt":{"rendered":"
In my last post, several branding types argued that direct marketers should listen more to branding folks and follow their lead. May I humbly suggest that maybe it should be the other way around ? because we direct marketers know how to sell ? and branding types don?t? A case in point: General Motors. You […]<\/p>\n","protected":false},"author":1848,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,2],"tags":[],"class_list":["post-121","post","type-post","status-publish","format-standard","hentry","category-branding","category-direct-marketing"],"_links":{"self":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/posts\/121","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/users\/1848"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/comments?post=121"}],"version-history":[{"count":0,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/posts\/121\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/media?parent=121"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/categories?post=121"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/tags?post=121"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}