NewMarketingTV Interview

I really enjoyed the video and the discussion about old strategies coming back around as new again. At one of my companies we send a lot of email and fax blasts. We would always debate about the fax campaigns because they cost a decent amount of money when you’re sending thousands of faxes per week or month. Once a year or so this discussion comes back around again and we stop faxes for a week at an attempt at trimming expenses. Almost immediately our inbound sales team stops receiving phone calls.

My theory about this is exactly what was being discussed during the interview. I think at that company we get conversion (either through email, fax or phone) from our fax marketing because more and more people have moved away from fax and are now sending emails. Email providers are tightening up on spam controls which a lot of times spam even opt-in or non-marketing emails. Also, people receive so much email nowadays that important or valuable stuff gets deleted at times. However, with the fax machine slowly getting pushed farther and farther in the corner, when a fax comes across, it is given a little more time then just hitting the “Delete” button.

I think this theory, as is discussed in the video, can apply to plenty of older marketing ideas such as the wall calendars.