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Drayton Bird Articles

Guest post by: Drayton Bird

HOW BAD MARKETING KILLED A GOOD MAN - Click To Read Article
How important is it to do the right thing in marketing? In this piece we see that it is literally a matter of life and death.

Recession survival strategy: Force your marketing to make money – by measuring - Click To Read Article
Is your marketing a cost, or an investment? You will only know if you measure your results. And you can only do that if you market direct – on the internt or otherwise

A Chinese puzzle: the battle between sales and marketing - Click To Read Article
Sales and marketing should be working together – but all too often they don’t. The author explains why – and suggests a training solution

Why do clients and ad agencies have so many rows? And what can you do about it? - Click To Read Article
Your ad agencies’ creative people and you almost certainly have entirely different objectives. Why? What can you do?

Why do advertisers spend so much money talking to people who have very little to spend? Because they like talking to themselves – often defined as the first sign of madness - Click To Read Article
For marketing to succeed, who you talk to is far more important than what you say. Yet marketers tend to spend much of their time talking – often incomprehensibly - not to people with money but to those without.

WHY IS UPSIDE-DOWN MARKETING SO POPULAR? AND IS IT KILLING YOUR BUSINESS? - Click To Read Article
For some peculiar reason marketers persist in paying attention to what they like rather than the things that make the most difference. This piece examines this unwise behaviour, explains why it is so common and suggests a more intelligent set of priorities.

One man’s solution to a tough selling problem - history repeats itself in surprising places - Click To Read Article
How a chance meeting in India reminded the author of the birth of the advertising agency business - with a moral to be drawn.

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About the Author: Drayton Bird
RSS for Drayton's articles - Visit Drayton's website

The Chartered Institute of Marketing named Drayton Bird one of the 50 individuals who have shaped todays marketing. The late David Ogilvy said he knows more about direct marketing than anyone in the world. His book about it is pure gold. His speeches are not only informative, but hilariously funny. Sir Martin Sorrell of WPP said the world was full of people lucky enough to be taught by him. His Commonsense Direct and Interactive Marketing now in its fifth edition and out in 14 languages, is a world-wide best-selling work on the subject. He has worked in 43 countries for many of the worlds leading brands, major advertising agency groups, business schools, universities and management consultants including American Express, British Airways, Columbia Business School, Everest Home Improvements, Mercedes, Volkswagen, Microsoft, Nestle, The London Business School, McKinsey, IBM, Visa and many others. He now runs Drayton Bird Associates, who work with many firms on direct marketing and other marketing matters. He still writes copy and deals with clients personally. Drayton is also Chairman of experiential firm, The Brandscape Group, and Founder of EADIM - The European Academy of Direct and Interactive Marketing

Click here to visit Drayton's website Dashed Line

More from Drayton Bird
Why do advertisers spend so much money talking to people who have very little to spend Because they like talking to themselves often defined as the first sign of madness
A Chinese puzzle the battle between sales and marketing
Why do clients and ad agencies have so many rows And what can you do about it
HOW BAD MARKETING KILLED A GOOD MAN
Recession survival strategy Force your marketing to make money by measuring


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