Response is totally DESTROYED when an advert starts off with Our company, blah blah, was established in 1890, when the railroads were built, by our grandfather. As a family owned business for 75 years we have got the experience to blah blah.
Through the budget squeezing economic downturn, and new global trends, companies must return to ROI metrics and an attitude of diligent optimisation for higher marketing performance.
Gone are the days (at least for now) of splashing money on expensive untrackable broadcast advertising.
Reading all the marketing trade press we can see lots of coverage about big brands and consumer marketing, but shouldn't we… as a marketing community… some how provide cost efficient and more effective means to market to eachother's companies?
Ladies and gentlemen, I envy you. Your timing is perfect. You’ve come in the direct response business at the right moment in history. You’re on to a good thing.
