COLUMNIST –OUT OF AFRICA
Keeping the faith
would need a bigger pair of
Much of the
Formulaic and boring? Fantastic! Some people would
***** if you were going to ride Perhaps more importantly, have us believe that much direct
the new bike. Brilliant!
work I was
nearly all the case studies came marketing is formulaic and
These three examples with excellent reports on ROI. boring. Yes, it often is. But so is
highlighted for me some of the so proud to One campaign for Fiat in the UK a great deal of above-the-line
unique qualities of direct
marketing:
present on
enabled them to increase their advertising. Much of the work I
market share from two per cent was so proud to present on
a71Each of the three packs
behalf of our
to 2.8 per cent in one month. behalf of our industry was truly
Another case study showed great.
referred to was three
industry
how Daiwoo got to a one So, as we enter 2009, let me
dimensional. I cannot think of
another medium that can was
per cent market share in leave you with the same
12 months when it had challenge that I used to
deliver using a 3D format.
truly
taken brands like conclude my ‘chat’: Do you have
a71
Mazda 24 years. the balls for direct marketing?
Each of the packs was either
great.
To further
charming or downright funny. contextualise
Most of the direct marketers I that, it had
know have great senses of taken Volvo 37
humour. Much direct marketing years to
is humorous. I remain firmly achieve a 2.8
convinced that humour is an per cent
absolutely marvellous way to market
penetrate clutter. share.
a71 These three packs were
involving. I think it was Reader’s
Digest, many years ago, which
discovered the importance of
and the connection between
Keith Wiser is founder/CEO of 5th
involvement and response. And
Dimension, based in South Africa.
that is no less true today.
Email: KeithW@5thDimension.co.za
www.dmi-news.com January/February 2009 33
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