Last week I spoke in Salt Lake City. Afterwards, an attendee attempted to school me that offline marketing was dead and we should only be using online, digital marketing. He’d learned that from one of the current big-time “gurus.”
Not only is that guru is dead wrong, but apparently he doesn’t really understand what marketing is all about.
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Global Pet Expo always uses faxing as a Marketing Tool because there are still folks out there who are not comfortable with using the internet… really! We get enough returns to justify this approach and to keep doing it. I will say fewer and fewer people respond by faxing our registration form back, but it must inspire them to register because there is always a bump in on-line registrations after we send out the fax. Thanks for the reminder.
Thanks for another great video, Steve. This reminds me of my early days in book publishing, when I talked with a colleague who covered the pacific northwest for our company. She once told me that she had terrific sales to bookstores in Alaska. I know it’s a huge state, but barely anyone lives there – so I asked her how this could be. Her answer – no one else goes there.
You have said a number of times if everyone is going one direction, you should go another. Using faxes is an instance where there isn’t much competition and the audience is receptive – sounds like a recipe for success.
Thanks again, Steve. My education continues.