by Eugene Loj
First Published: January 14, 2009
Last updated: January 30, 2014
A few days ago, I stumbled upon some YouTube videos of Drayton Bird. A quick search on YouTube will pull up some of his videos. I encourage you to take a look. Drayton is a world renowned direct marketing expert from the UK ... Thirty years ago he was completely broke and in massive debt. He owed so much money that he was living under a false name. At the time Drayton decided to start a direct marketing firm with two other partners, who were also broke.
Three years after launching, Drayton’s firm was the largest direct marketing agency in Britain. Five years later his firm was bought out by the juggernaut Ogilvy & Mather for millions of dollars.
Some Sage Economic Advice
I understand that not everyone will be able to live Drayton's rags to riches story. But, there is always a lesson to be learned. Last year, Drayton was addressing a group of marketers at the Baltic Direct Marketing conference. During his presentation Drayton shared some enlightening words on how one should view the economy and the current economic conditions (or any times of economic dispair).
– Drayton Bird
I understand that a number of people are facing tough times in a bad economy. But there is one of two ways to face a bad economic situation ...
- You can either do something about your economy or let the economy do things to you or your business - what are you doing right now?
Your Event & The Economy
I've stated this previously but it warrants repeating. In the last six months, I know event organizers in various industries that have SOLD OUT their events in spite of the economy. Most people would say "They shouldn't have been able to do that!" The different events focused on leisure activities, not furthering education or knowledge based event. People still want to have fun, regardless of economics. Are you giving people a very compelling reason to open their wallet and spend their hard earned money with you?
Direct Response Advice
You can get more sound direct marketing advice from Drayton by visiting his web site or his blog. There are plenty of direct marketing tidbits to be found on his web site. Below I've included some direct marketing features on the late-great David Ogilvy.
Want to get more great info? Check out the articles below:
- How to Create Your Own Luck
- The Client (Customer) Isn’t Always Right
- Don't Quit Your Day Job Just Yet
- Money Saving Advertising Question
- Thomas Edison and the Internet
- Expecting Success Online
- Discovering Web Site Ideas
- The Event Promotion System
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