International Marketing Study Program 2000
Direct Marketing Association, London
13 January 2000
Suffering a great deal of jetlag, the group somehow managed to drag themselves from the comfort of their beds and prepare for the days adventure to the Direct Marketing Association. For some, the fact that we were now in London was motivation enough to bounce out of bed. For others (whom I am not stupid enough to mention), the friendly wake up call from the gorgeous Sophie, provided a lovely start to the morning!
Rugged up like little Aussie eskimos, off we toddled to catch the tube. Ordinarily a ride on the tube would not be worthy of writing home about. However, when the group have assembled into smaller groups (led by a tour member familiar with London) only to have a passenger faint and the train depart with Adi, Andrew, Mario, Paul, Jim and myself left standing on the platform all yelling «STOP THE TRAIN». Silently thinking «#!*?» we were forced to watch our tour buddies fade into the blackhole which is the London Underground!! After a few glances at each other and a quick realisation that none of us have been to London before, let alone catch the tube and knew where to change and get of the damn thing, we realised that:
- We could either walk back to the hotel and get some sleep with a damn good excuse as to why we missed the DMA; or
- Conquer the London Underground and make our way to Piccadilly !
Because we actually chose to be diligent and make our way there, we naturally expect to get HD's for this subject!!
With the wind in our faces and Janine leading us in the wrong direction (even though she had the A-Z), we eventually arrived at the DMA UK OK! (The Direct Marketing Association of the United Kingdom).
Vicky from the DMA played Santa and gave us all DMA satchels, notes and breakfast - quickly becoming our best friend! Then we were introduced by Denise (DMA UK big wig and CEO of the most efficient list company in the UK) to Aussie expat Natasha, who provided us with an extensive insight into the world of PR and Marketing which is the DMA UK- a very dedicated, professional and highly effective organisation aimed at promoting the services and Industry of Direct Marketing within the United Kingdom and also initiating consumer preference registers to aid the effectiveness of these direct marketers' activities.
Not only were we treated to a vast array of exceptional speakers, whom provided us with an enthralling insight into the competitive world of direct marketing within the UK, but we were also treated to a divine banquet lunch!! YUMMY.
After stuffing our faces in the most civilised manner that we could muster, it was time for more speakers. Denise initially had us bemused by her passion for lists. Yet when we realised the dramas associated with data protection in the UK, we quickly understood why one would have to be so passionate about the subject if they ever wanted a quality list, let alone direct a company which derives a profit from doing so!
Unfortunately, the afternoon came to a close and it was time for us little vegemites to rug up and arm ourselves against the Piccadilly pick pockets and venture back to our temporary home. I must say that it was a valuable experience and we hope the DMA enjoyed the wine as much as we enjoyed their hospitality.
As per routine, some of the tour members decided to hit the town and soak in the London nightlife. Actually the purpose of the evening was to soak up the English Ales. I won't go into too much detail here, suffice to say all the group had a good night out at their various haunts and some even had company the next morning!
DISCLAIMER: Yes we are here to learn a great deal about International Marketing, but we were also told by a Monash lecturer (whom I won't name for legal reasons) to experience the culture of the countries that we are visiting and mix it up with the locals as much as we can. Well, that's my excuse and I am sticking to it! For now, its Cheers from London.
Written by Cassandra Lee.
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