Direct Marketing with Rory Sutherland (Rare)

[@thumper1747]

I used to organise events for IFAs in the UK and started up with a core database of 44,000 potential delegates. I started with four events across the country and ended up with sixteen, organising some twice a year. I used direct mail almost exclusively and sent invitations with a post -paid tear off confirmation reply. I converted each region into a ‘universe’ and gradually focused a second and third mailing (after de-duping against the confirmed list) as my research told me the close to the venue the IFA was based, the more likely they were to attend. In some regions, 60% would pre-register and half of those would turn up. Those that ‘bailed’ were prioritised the next year. I seem to remember that I described my company’s marketing mission as ‘knowing more and more about less and less’. Dare say twenty years later this approach is unheard of 😂 GC

[@JaySinghania25]

Thanks for sharing. Probably one of the only few videos which have Rory talking about direct marketing?

[@nickgray123]

Rory's video presentation game has improved a lot since this one. Content still good of course.

[@richardestigene1683]

39:28 Apple never drop price but you'll get a discount if you buy through a third party store