Yesterday, I quoted a futuristic vision of interactive, consumer-based marketing. And I challenged readers to guess the writer. I expected people to guess Seth Godin or Doc Searls. The actual guesses ran from Al Ries, to David Ogilvy to "...it certainly wasn't Lasker or Hopkins."
Ladies and gentlemen, the writer of those words first learned about marketing delivering chickens for Izzy's kosher butcher shop in the Bronx.
He invented bound-in subscription cards in magazines. He changed marketing history by putting a little gold box in record club ads and getting people to hunt for the "buried treasure." (Did I hear somebody say "Interactive"?!)
Those words were written in 1996 by the "Father of Direct Marketing": Lester Wunderman!
What is Mr. Wunderman doing these days? Don't look for him in a shuffleboard game! Retirement isn't his style The king of mail order is still guiding the Wunderman agency. He also started blogging! And in his very first blog post, he said
The Industrial Revolution is behind us, and The Information Age has matured. Many of the old mass media are losing ground as we begin to provide information to smaller groups and even single consumers. The Internet has brought to the forefront the idea of interactive marketing. Millions of sellers and buyers are now involved in an increasingly personal dialogue. Marketing objectives are achieved not only by what we know but more importantly the increasing number of ways that we can use that knowledge.Keep an eye on this guy. He's going places!