Reply #59: Results

[LTR]

When the DS-MAX listers (the ones who sign clients for advertising campaigns) went to the New York Yankees a decade ago, ol' George had a problem filling seats in Yankee Stadium. So they came up with a direct marketing promotion. For $20, a customer could get a big card with a ton of 'Buy 1, get 1 free' coupons. People could get in to see the Yankees for virtually half price.

Keep in mind that sports teams do not make the bulk of their revenue off gate reciepts. They make it on parking, concessions, souvenirs, etc. This campaign got warm bodies into Steinbrenner's house and fattened his wallet. All from a $20 piece of paper hustled throughout the NY metro by a bunch of juiced-up kids. Compare that to the Yankees' own ticket sales force. And it costs Steinbrenner virtually NOTHING! This ploy was copied by sports teams all over the world in promotions with Granton. Dominos, Midas and many other companies have also used the same tactic. It creates traffic that would be going to a competitor.

Also applies toward other divisions, such as Inovage moving Disney product. It's because they can sell alot more of a Disney storybook than a Toys R Us would. Figure an average of 1000 books per office in a two-week time span. Who wouldn't say no to this? Disney has no scruples - they pay Sean Hannity's salary. They don't care as long as the checks roll in.

Cydcor, the communications/utilities packages arm of DS-MAX, ran into some problems with AT&T due to dishonest reps that hurt AT&T's reputation. They pulled out. May have been a few others.

I really think DS-MAX has peaked. With the widespread availability and convenience of the internet, the deceptive practices of DS-MAX can be revealed to the world at a much faster pace. Plus, regular word-of-mouth is traveling faster as well. Most importantly, DS-MAX is very greedy, everyone-out-for-themselves culture. Sure, the gang's all chummy and brotherly, but when shit hits the proverbial fan, just watch how many fingers start pointing and people run and hide. Nobody really gives a shit about anyone there.