To do this, Gray advised distributors to better understand marketing, how to measure response and how to plan a campaign involving mailers. For instance, he added, one of Acculink's customers is a large auto dealership that utilized a sweepstakes insurance incentive to draw in buyers. A postcard was sent with a message that instructed readers to bring the postcard to the dealership, where it would be scratched off in front of salespeople. "The incentive was large enough to pique people's interest, and it brought them to the salesperson's door, increasing the number of potential sales for that dealership," he said. "My point is that by proposing ideas that fit the end-user's needs, more direct mail sales can be made. And, direct mail ideas are measurable. The end-user can have proof of their effectiveness. That, in itself, is a selling point."
- People:
- Joe Garrett
- Lindsay Gray
- Places:
- Greenville, N.C.