Dr. Lisa Spiller: Learning from the Direct Marketing Legends

On this podcast episode, Dr. Lisa Spiller is our extraordinary guest. She is a distinguished professor of marketing at Christopher Newport University. She is the person who initially taught me direct marketing. On this episode, Lisa Spiller shares: -How she learned from many of the legendary marketers, who are in the Direct Marketing Hall of Fame, such as Martin Baier, Bob Stone, and many others. -How she got involved in direct marketing -Why all marketing will be direct marketing -Two of the highest honors of her career -The ultimate goal of every marketing campaign -Plus, she shares a prediction Martin Baier declared 30 years ago that is true today  -Why direct response activities have to reinforce the brand and why brand advertisers need a direct response component to their campaigns -Why your marketing needs integration and synergy across all of the marketing mediums -The best approach to ensure your marketing makes the greatest impact across all marketing channels - 3 components of every marketing campaign. -Why it is essential to identify where your customers are, instead of waiting for customers to come to you -The biggest lesson she learned from the direct marketing legends -Why the fundamentals principles of direct marketing are the same today in the digital age as they were 20, 30, and 40 years ago -Why the short term goal of a direct marketing campaign is conversions, and what the long term goal of every campaign should be.   -Why personal marketing is about success and reaching your goals There aren't many people I hold in higher regard than Lisa Spiller. I hope you enjoy this interview. Go out and spread the good news of direct marketing! Quote Direct marketing is all about relationships! It's about cultivating and maintaining those relationships. It's about connecting and engaging with people.