Direct Marketers Have Forgotten How to SELL!
The Direct Marketing Association conference in San Diego this past October was pathetically small.
The number of exhibitors was few, compared with the size and action 20 years ago.
The reason: Sad-sack promotions.
David Cowen's Wake-up Call
David Cowen sent me a rare gift—an actual circular announcing the Direct Marketing Days New York 1981 at the New York Hilton.
Those were the days when practitioners spoke old-fashioned English and we all had a blast!
The piece is dazzling.
[See the first and second images in the media player at right.]
With a splendid Art Deco 8-1/2" x 11" cover panel, it unfolds and unfolds and unfolds to mammoth 22" x 34" bed-sheet. Open it on your desk and it obscures everything in sight!
The layout at the Hilton was terrific—booths set up all over the mezzanine floor plus the third and fourth floor exhibit halls, and nooks and crannies in between.
And it was mobbed.
The joint was a giant human pinball machine with narrow aisles that forced you to bounce off old friends and new acquaintances in a perpetual state of dizzy happiness.
Meeting rooms were small and crowded to the gunnels. The atmosphere was perpetually electric.
The 1981 Brochure
This massive piece was designed and written like poster for a P.T. Barnum extravaganza. The only things missing: The Elephant Man, the Bearded Lady and Conjoined Twins. A sampling:
THEATER 1: Sutton Center & South Room
MY FAIR CATALOG
The Catalog Experience
THEATER 2: NASSAU A&B ROOM
The Circulation Story
10:15—11:00 "Circulation Chorus in Three-Part Harmony"
THEATER 3: BEEKMAN ROOM
THE BIG PITCH
Business and Industrial Direct Mail
THEATER 5: MURRAY HILL ROOM
Creative Experts Critique the Hits
THEATER 6: RENDEZVOUS ROOM
SEND NO MONEY, HONEY!
Continuity, One-Shots and Clubs