The Big Fat Marketing Blog

Okay, okay. I’m being a little tongue-in-cheek with the headline. But two recent marketing efforts printed on good old-fashioned newsprint caught my attention.

And that’s what it’s all about, isn’t it? Capturing a bit of your prospect’s overcrowded and overtaxed mindshare long enough to get them to consider your offer.

A few weeks ago, a catalog from Oldies.com hit my mailbox. It struck me as odd—a Web site bothering to print a 92-page newsprint catalog? What a waste.

But then I sat down with it.

more

Okay, okay. I’m being a little tongue-in-cheek with the headline. But two recent marketing efforts printed on good old-fashioned newsprint caught my attention.

And that’s what it’s all about, isn’t it? Capturing a bit of your prospect’s overcrowded and overtaxed mindshare long enough to get them to consider your offer.

A few weeks ago, a catalog from Oldies.com hit my mailbox. It struck me as odd—a Web site bothering to print a 92-page newsprint catalog? What a waste.

But then I sat down with it.

more

Have you seen any of the following people?

Leslie Abi-Karam, Pitney Bowes Inc.

Christine Aguilera, SkyMall, Inc.

Bill Bass, Fair Indigo

Ronald Bliwas, A. Eicoff & Company

G. Steven Dapper, hawkeye

Glenn Eisen, Guthy-Renker LLC

Rick Erwin, Experian

Nancy Evenson, NetNowVideo

Brian Fetherstonhaugh, OgilvyOne Worldwide

Steve Fuller, L.L. Bean Inc.

Andrew Goldberg, Publishers Clearing House

Susan Goodman, Goodman&Company

Karen Haefling, KeyBank more

Have you seen any of the following people?

Leslie Abi-Karam, Pitney Bowes Inc.

Christine Aguilera, SkyMall, Inc.

Bill Bass, Fair Indigo

Ronald Bliwas, A. Eicoff & Company

G. Steven Dapper, hawkeye

Glenn Eisen, Guthy-Renker LLC

Rick Erwin, Experian

Nancy Evenson, NetNowVideo

Brian Fetherstonhaugh, OgilvyOne Worldwide

Steve Fuller, L.L. Bean Inc.

Andrew Goldberg, Publishers Clearing House

Susan Goodman, Goodman&Company

Karen Haefling, KeyBank more

Yeah, back in 1999, bright-eyed and eager to tackle the direct marketing world, I opened Johnson Direct and immediately joined the DMA. I figured that it was a good idea to be associated with the industry’s leading association. I also assumed it would be a prerequisite to speaking at the conference. I was wrong. But the story gets better.

When Mr. Greco became the leader, I was actually excited to see him speak, give his state of the union address and help make the direct response marketing industry stronger as we moved into interactive media. I attended the conference — not as a delegate — I refuse to pay $2,000 for sessions that I could be giving — so I use the location as a central meeting point for clients and prospects. As I was walking into the opening general session, sans name badge (remember, I was not an official conference delegate, but was a DMA member). I was stopped by a DMA staffer, told I could not attend as only registered delegates could see the new guy give his speech and was summarily told to leave.

As luck would have it, that night I attended a party that a supplier was hosting and may have had one , okay, maybe three or four, too many beers and guess who walks into the party? Yep, Mr. Greco. more

Yeah, back in 1999, bright-eyed and eager to tackle the direct marketing world, I opened Johnson Direct and immediately joined the DMA. I figured that it was a good idea to be associated with the industry’s leading association. I also assumed it would be a prerequisite to speaking at the conference. I was wrong. But the story gets better.

When Mr. Greco became the leader, I was actually excited to see him speak, give his state of the union address and help make the direct response marketing industry stronger as we moved into interactive media. I attended the conference — not as a delegate — I refuse to pay $2,000 for sessions that I could be giving — so I use the location as a central meeting point for clients and prospects. As I was walking into the opening general session, sans name badge (remember, I was not an official conference delegate, but was a DMA member). I was stopped by a DMA staffer, told I could not attend as only registered delegates could see the new guy give his speech and was summarily told to leave.

As luck would have it, that night I attended a party that a supplier was hosting and may have had one , okay, maybe three or four, too many beers and guess who walks into the party? Yep, Mr. Greco. more