Searching for Sense

Direct Marketing in India has been around quite long, with pioneering publishers selling mail order books in the 1920s. Today, DRTV flourishes, as does e-tailing. Some marketers are using snail mail and email very profitably too. Yet we keep hearing that DM doesn't work because "Indians don't read!" Our blog started as a search for sense in this tiny 'industry' but soon we began to search for sense elsewhere too. We haven't found much, yet...

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N&P
Nabanita started off as an agency account servicing person, but now works in a client organization, as a full-time consultant at the Taj for their database marketing. Pabitra started as an copywriter, but has done plenty of planning, and some amount of analytics. He is a freelance copywriter. Both of us believe labels are idiotic in direct: You think of everything, do what you're best at. This has led us to teach ourselves a fair amount of software too (FoxPro, SPSS, SQL, and, of course, Excel and Access). We worship Claude Hopkins, revere Bob Stone, and idolize Robert Updegraff (Obvious Adams).
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Tuesday, 17 April 2007

You buy the most you need the least

The man with the biggest library buys more books. The man with the most suits buys more suits. Is this simply ‘collecting’? Why do people collect? Why are the best customers in a category the people who need it the least? Is this babble or something worth thinking about?

Posted by N&P at 4:13 pm
Labels: Paradox

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