How Not to Generate Leads
A 26-year veteran of the Ford Motor Company, Michael D. Richards, was appointed general marketing manager of Lincoln Mercury in January 2006. Prior to that, he served as Ford’s customer service division general sales manager and regional manager for the California region and the Detroit region.
Does customer service experience qualify him to oversee a direct marketing lead-generation campaign for Lincoln cars?
Richards sent me a mailing so humongous—a 10˝ x 15 1⁄2 ˝ four-color outer envelope—that it dominated everything that had come through the mail slot.
Inside the carrier envelope were two elements: a giant 20-page, four-color brochure on heavy paper stock and a 9 1⁄2˝ x 15˝ white card stock piece with a letter on the right side and a $500 certificate on the left.
In this behemoth of a mailing, Michael Richards did not ask me to order a 4x4 Navigator or offer to let me charge $44,985 to my credit card.
That is the only thing he did right.
John Miglautsch and the Question of When
Whatever electronic trail you have left behind over the course of your life will be recorded in some database or other and follow you beyond the grave.
By aggregating all the information on you and your family, database marketers can assemble elegant electronic dossiers —income, demographics, behavior, credit score, product preferences, presence of children, illnesses, criminal records and career moves, to name a few.
As a result, it is possible to predict with profitable accuracy the things you are likely to buy and can afford to pay for.
John Miglautsch of Miglautsch Marketing in Hartland, Wis. is a very savvy database marketer who I have known for a long time.
Many years ago, it was Miglautsch who alerted me to the ultimate one-word imponderable of direct marketing:
For example, Miglautsch described how periodically he would receive mailings from automobile manufacturers—Acura, Toyota, Jeep, GM and others. In his income bracket and ZIP code—combined with the layers of information contained in his electronic dossier found in databases that were rocketing around the country several hundred times a day—he certainly was a candidate for a new vehicle every few years.