GM and its Direct Marketing Ways
It seems like GM is finally understanding the power of incorporating long-used, proven tactics of direct marketing in its advertising. While on a business trip to Detroit this past week, I saw a story that reported that GM’s 60-day, try it before you buy it money back guarantee is working so well that they are extending it into the first part of 2010.
As a direct marketer, you already know the drill: The stronger, more convincing your guarantee is, the less you have to use it. The story also reported that due to the promotion, year-over-year sales have increased for the first time in many moon cycles.
It’s about time that general advertisers recognize the power of direct. Let’s see if it’s short lived or a long overdue shift in thinking.
