CAMPAIGN DIARY: I’M ONLY A PUNTER BUT

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.

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

ad.



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

effort!



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