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up periscope
Imagine your hairdresser getting direct! Whenever I want to explain what direct marketing is, I look to my hairdresser. The hairdresser is an interesting chap – cutting and styling and gelling gents and ladies hair all day. The reality is the hairdresser has been practicing direct marketing for a very long time. Ever noticed how he keeps a mental note of you? Through your interaction with the hairdresser, he knows a lot about you. Some of it is functional stuff learnt through experience or conversation; like your name, your age, your phone number, your allergy to razors, the shape of your head, your birthday, where you live and how many kids you have. Some of it is not as functional – like what kind of cut you like, where you like to hang out, what your view of politics is and what you watched on TV last night. |
