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Article: Why bother with advertising if you can get editorial? ; MARKETING ++ JAMES DYSON ++ So says vacuum-cleaner mogul James Dyson, who'll do a spot of housework himself if journalists will write about it. Sophie Morris listens in on a marketing masterclass
- Article from:
- The Independent (London, England)
- Article date:
- December 11, 2006
- Author:
CopyrightCopyright 2006 The Independent - London. Provided by ProQuest LLC. (Hide copyright information)
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There have never been more ways to communicate a marketing
message to eager consumers. But billionaire vacuum-cleaner
entrepreneur James Dyson's favourite medium is, perhaps
surprisingly, the humble journalist. "A journalist's opinion is very
important," he explains in an interview following his address of the
Marketing Society at their annual conference. "People trust
editorial more than advertising."
Dyson turned to the press out of necessity when he was ready to
launch his first vacuum cleaner in the UK in 1993, 10 years after he
had first produced the shocking pink "G -Force" machine, which found
cult status in Japan, selling for [pound]2,000. With no marketing
budget he hit the phones ...