As a marketer myself, I realise that marketing a product to other
marketers isn’t easy. No doubt the agency would rather spend more time
on a tasty, money-spinning consumer brief.
But is this really an excuse not to make any effort at all?
I can’t remember the last time I saw a decent ad in the advertising and
marketing trade press or received a really exciting piece of direct mail
at work. I also can’t remember the last time I actually bought or
recommended any advertiser’s product as the result of seeing a trade
Media owners seem to be the worst culprits. I mean, what the hell is the
latest Express trade ad all about? Call me old-fashioned, but why should
I be interested in what Johnny Vaughan thinks about the Express?
Obviously, I’m green with envy because he gets to work with the lovely
Denise every morning and is a talented bloke. But is he really going to
persuade me to read the Express? I think not.
I would love to be a fly on the wall at the meeting when the media
agency’s reason for recommending the Express is: ’Well, Johnny Vaughan
thinks it’s good.’
Close behind the media owners, in terms of annoyance ratings for trade
marketing, have to be conference companies. I’m sure, like me, most
Campaign readers have at some point received some direct mail or had a
leaflet drop on to their desk from these people.
And I’m also sure the marketing directors at these conference companies
would tell me that they’ve targeted and tested to the finest detail,
ensuring fantastic response and cost/revenue ratios.
Maybe I’m being neurotic, but at the moment it seems like I’m top of all
their lists. In fact, I’m beginning to wonder whether I’m the only
person working while everyone else enjoys themselves at conferences!
So, a message to all you fellow practitioners; when trying to market
your products to your marketing colleagues - please make a bloody