Learnings 2 with Alex Douzet
Alex Douzet: When I moved here in 1996, my first real job I worked with an early stage that was catalog. Setting high end European tabletop items talking catalog direct to consumer. And so I was really born from the professional standpoint on direct mail. I learned the in and out of direct mail in that job. And when I was in that job I went to NYU and get a masters in direct marketing.
Alex Douzet: And so through my experiences in NYU I really got to learn how to do direct mail marketing properly. And then I was recruited by a few classmate of mine to go and work for BMG direct. BMG was a phenomenal platform for me to grow and acquire the right skillsets. It was a billion dollar company selling music. So we’re at access to everybody in US, we knew everyone. Everybody tried to the club us some point. Who would spend about a 100 million every year on acquiring 10 thousand minimum? I’m sorry — yeah we spend a 100 million marketing to acquire 10 thousand active music buyers.
Alex Douzet: Get them to spend a 100 to 120 dollars on music every year, would you know it would it billion dollar revenue? And so I got to work there and get to one every acquisition and retention channel, so really got a good insights from what works, what does not work. And the tools and technique that I’ve learned there is what I grabbed and apply to online when I switch over to Hot Jobs.
Alex Douzet: Because back in 2000 – 2001, the web is still pretty basic in terms of like ecosystem and infrastructure. Today, you have great tools like Facebook, social media, SEM, retargeting you can do very complicated and very specific on the top of targeting online which didn’t really exist back in 2000-2001. But applying the principle and the mythologies is what it got us to be successful.