Each day a new statistic comes out in relation to marketing. Some are derived from comprehensive surveys but most are just small swots that fail to tell the story how it really is. In truth, you can manipulate a statistic in any which way you please and this is something that most ethical marketers struggle with.

If you thought old-fashion direct marketing campaigns are dead - you are wrong, and probably of the opinion that your idea of design and creativity is awesome.

I speak to hundreds of entrepreneurs each month and many have the same opinion. Direct marketing is dead. I beg to differ. In fact, I know that this statement is not only incorrect, it is only spoken by people who either have no idea, or don't have a creative bone in their body, although quite often their mind fools them into believing they do.

Recently, a client shared a sage piece of marketing advice, he said “If you have just $100 left in your advertising budget, your best investment is to use it to travel and share your story with your market face-to-face”. Today Marketing Eye put this advice to the test, with great success for one of our clients – Papa Gusto.

Marketing plans do not have to be intricate to be effective, nor do they to be supported by exorbitant budgets.  We keep it simple and achieve results.  

15 Years ago, I sat in the office of the then Silicon Graphics State Manager for Queensland, Mal Walker, and commenced a discussion with him to gain his support for the Information Technology and Telecommunications Awards. Basically, I needed a dollar value sponsorship for the privilege of Silicon Graphics presenting an award and gaining invaluable exposure in the IT industry.

He said, "So you have come here to sell to me!". I was mortified! I don't sell, I market! I was simply presenting an opportunity for Silicon Graphics to market themselves to the IT industry in Queensland and to gain profile. Then, my job was to ensure that they received the publicity and profile that is commensurate with their dollar value sponsorship.