We recently attended an event hosted by the City of Banyule at which Peter Alexander
spoke about the success of his business, and the major role direct mail marketing
played in turning the pyjama brand into a household name.
Peter's internationally renowned business began years ago from his Mother's
dining room table, with very little capital. To attract more sales, he
experimented with placing advertisements in fashion magazines and
posting out mail order catalogues to the database he collated
from responses to the advertisements.
As many businesses will know, utilising a database is fast becoming
an integral part of all marketing strategies, whether it be through
online or offline marketing. Peter got me thinking about how businesses
should best approach their strategy to utilise their database for a
direct mail marketing campaign by asking the question - "Is your business a stranger, an acquaintance or an invited guest into the home of your ideal customer?" ...continue reading this post