Johnson Direct's Grant Johnson on the Magic of Measurable Marketing
As for the title itself, from my experience, most people find direct marketing programs a “dream come true” when implemented correctly and have a hard time believing how powerful they can be, especially compared to traditional brand advertising. Thus the title was obvious, especially as it’s told as a business fable.
Boldt: It’s perfect timing for this book, right?
Johnson: It’s ironic that the book is coming out now, as I started the project a few years ago when things were booming. Regardless of economic conditions, direct marketing should be a key part of the media mix, and this book reiterates that. As economic woes continue, those who practice the “seven magical discoveries” in the book will have tired arms from carrying all their money to the bank!
Panic and bad decisions regarding marketing often follow softer economies and recession, and those that market smarter will grow and prosper. It does not mean that they have to spend more. It means that they have to spend more prudently, more wisely, and the book conveys that.
The tenure of chief marketing officers is south of two years, and I contend it’s because most don’t know how to make their marketing more measurable. They don’t know direct marketing and how it can intersect with brand advertising. The marketing function today is no longer about “how much will it cost me?” Rather, it’s about “how much will my marketing make me?” The C-level suite looks at marketing as a P/L function; accountability is very real, and that’s why direct marketing will continue to play a key role in all marketing, especially B-to-B marketing.
Boldt: Can you reveal a couple of those “magical discoveries”?
Johnson: I can share three with you: 1. Think and write like the customer/prospect (knowing who they really are). 2. Establish credibility. 3. Make them a relevant offer. And, of course, four more that will lead people down the profitable path of direct marketing and accountable advertising and measurable marketing.