John Dwyer
speaker
1,014 appearances
1 recordings
1 series
first heard Jun 2026
last heard 26 Jun
John Dwyer’s voice in public audio — every appearance, attributed to the second.
Trend
recordings per month · last 12 monthsRecordings per month over the last 12 months — 1 in all, peaking in Jun 2026 with 1.
Appearances
over that period of time except the speed of communications.
And so what used to work on perhaps magazines and newspapers and and letterbox brochures and so forth now works on YouTube and uh the other platforms.
But the ideas from yesteryear are just still as relevant today as they once were.
And I kicked off a thousand years ago in the retail sector in Australia.
There's a big supermarket chain in Australia called Woolworths.
And I was lucky enough at an early
to be involved in the marketing of that big supermarket chain.
And what I found is that whilst brand building of course is very, very important, we buy Toyota because it's Toyota and we buy BMW because it's BMW and all of that.
What I did find though is that you can increase like almost, you know, to record levels sales if you implement what we call direct response marketing.
And uh I learnt that at Woolworths because when I was in the marketing department there, uh we would run things like uh like Tesco has in London, whereby it would would be a promotion where you can get cookware and glassware for, you know, very cheap prices if you collected a certain amount of points when you shopped at Woolworths.
And then we would run scratch promotions where you could win a million dollars if you scratched out the right symbols and you collected all the scratch cards.
And I could see that these artificial stimulants to revenue were very, very powerful.
And so therefore I left Woolworths and set up my own business and the rest is history.
Everything I've been doing since then has all been based about what we call direct response marketing.
Well do you rack
I think it was probably in my twenties.
I didn't really start to make good money out of it until I got into my thirties, but uh but I I have to say that, you know, when I was at Woolworths and I could see that when they ran one of the Tesco style promotions where every ten dollars you spent you got a stamp and back in pre digital times, you'd lick the stamp and you'd put it onto a saver sheet and that little saver sheet once you've had, you know, five or ten stamps on there, you
could get cookware or glassware or, you know, for special prices.
And the moment those things started, I could see the transformation in sales.
And then of course, you know, whether it was that or whether it happened to be a scratch game or whether or not we did field discounts, you know, which is a big thing at the moment, one of the big promotions that we have at the moment, which is very successful.
Showing 21–40 of 1,014 · page 2 of 51
← Previous
Next →