Founder of direct selling

The Father of Direct Selling —— Lester Weiman

Lester Weimen, the founder of Weimen Company, is recognized as the "father of direct selling" and has created a brand-new way to sell products and services. Through a huge multimedia agency, he set off a breakthrough movement of direct selling, thus creating a record mail order company Columbia Record Club and American Express Travel and Entertainment Credit Card Business Company.

First, the career journey.

1. Encourage dialogue between consumers and advertisers. Advertisers always have the right to speak, and consumers are just listeners.

2. Yes, I have always felt this way. I am exploring. I mean, I grew up in a tense era and faced severe problems. People must create inspiration and solve problems to survive.

3.CEO represents not the tactics of the enterprise, but the philosophy of the enterprise. Therefore, if you can buy direct marketing, it must be strategic, not tactical. To adopt it strategically, it must be satisfied and recognized by CEO.

4. Once in my early years, if someone asked me what I was doing at a cocktail party. They all laughed at me when I told them that I was engaged in direct marketing. If I give the same answer on any occasion, they may respond with respect. All practitioners are like this. We don't need promotional accessories.

There are two forms of advertising: one is appeal impression and attitude, the other is appeal response and specific information.

Second, new marketing ideas.

1. If I have to use one word to determine the nature of the dialogue as before, it is "relevance". It is not just about saying something to everyone, but trying to tell people what happened at a certain moment. The ideal state is to deliver the right information to the right person at the right time. This is the best way to do it. Maybe this is the advertising peak of several of us.

2. Procter & Gamble or other companies set up similar clubs and use the Internet to complete beautiful marketing and communication media. But it never came true. I hope it will come true one day.

Internet provides people with quick price comparison. People don't have to go to the store to compare prices in person. There is a good article on the front page of The Wall Street Journal. This paper introduces how consumers conquer retailers through centralized purchasing strategy. They formed a group, agreed on the meeting place, and then went to the retailer to bargain. When they met the retailer, they asked for a discount. In other words, consumers, not retailers, set prices, which is revolutionary.

Third, close to the master.

I think the decisive moment was that I locked myself up and wrote a speech at MIT. At that time, I understood that I was not writing a tactic, an equity plan or a promotion plan, but was engaged in a basic change in how marketing developed. Suddenly, I changed from a tactical designer to a strategic planner. Not only that, I was also an advocate and messenger. I just found out that I knew my career would go on.