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Rory Sutherland – Moonshots and Marketing - [Invest Like the Best, EP.191]
Invest Like the Best with Patrick O'Shaughnessy
Direct Mail Is a Game, Theoretical Reason to Be Irrational
I'd love you to say a little bit about he very antiquated way of doing this, which is direct mail. It was hugely expensive, but it none the less worked. A catalogue sits in your lavatory for five weeks so is much more likely to actually be on hand and available at a time when you feel like buying an ice making machine than an ad that's broadcast on t v. To my kids, who didn't grow up in that age when we were bombarded with direct mail, a piece of direct mail is really godam special, because it means someone's written to them. Someone spent seventy pence or so on paper and postage in order to reach them. If...
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