Give Thanks For Being a Cataloger
It was never about slapping a URL on image ads; if we build it they will come! We direct marketers knew that already. Today may companies employ direct thinking.
In fact, in order to survive in business today you need to have a rich understanding of the principles of direct marketing.
I started my career selling advertising, and I learned very quickly that direct response advertising is far superior to image advertising. As an ad sales rep, any time I walked into new clients’ offices that included some form of call to action in their ads, I had a great shot at keeping these clients if the ad “pulled.” When I walked into a client’s office that ran an institutional ad, I’d always hear the same story: “Sorry, I got no results — I told you that advertising doesn’t work for me.” Thank goodness I was a quick learner!
So walk tall, my friends.
Be thankful that we are direct marketers, catalogers, multichannel marketers, etc. With just a few shopping weeks left until the holidays, may we all see results well beyond our forecasts. (Let’s see brand marketers try to forecast their sales like that!)
Thanks for reading! Speak to you next Tuesday.
Jim Gilbert is president of Gilbert Direct Marketing and a professor of direct marketing at Miami International University of Art and Design. He can be reached at email@example.com.
Jim Gilbert has had a storied career in direct and digital marketing resulting in a burning desire to tell stories that educate, inform, and inspire marketers to new heights of success.
After years of marketing consulting, Jim decided it was time to “put his money where his mouth was" and build his own e-commerce company, Premo Natural Products, with its flagship product, Premo Guard Bed Bug & Mite Sprays. Premo in its second year is poised to eclipse 100 percent growth.
Jim has been writing for Target Marketing Group since 2006, first on the pages of Catalog Success Magazine, then as the first blogger for its online division. Jim continues to write for Total Retail.
Along the way, Jim has led the Florida Direct Marketing Association as their Marketing Chair and then three-term President, been an Adjunct Professor of Direct and Digital marketing for Miami International University, and created a lecture series, “The 9 Immutable Laws of Social Media Marketing,” which he has presented across the country at conferences and universities.