MUMBAI: Ad agency veterans are now teaching a thing or two to ad industry professionals who are seeking ways to facilitate direct interaction between the trade - manufacturers of products or services and professionals who use these services. After all, direct marketing (DM) is the best way to communicate to niche segments especially self-employed professionals!

Select Direct Marketing Communications, founded in 1993 by former Pratibha Advertising CEO and Trikaya Grey Client Servicing Director, Ramesh Iyengar and his wife Ameeta Iyengar have developed a unique tool called LOCATOR. Iyengar is leveraging his exhaustive 21-year experience in advertising and marketing to offer customised solutions to manufacturers.

LOCATOR is a bi-annual product reference guide used by architects, interior designers, engineering and building professionals. In fact, LOCATOR has already won a gold award in the category of best media invention of the EMVIE awards under the aegis of the Advertising Club, Bombay.

Speaking to indiantelevision.com, Select Direct Marketing Communication's director, Ameeta Iyengar says: "Indian manufacturers needed a marketing communication vehicle to send product information, directly to architects and interior designers. Advertising agencies who create visibility for the product can now recommend LOCATOR as a specific direct marketing communication tool which ensures that product related information is always available with this target audience. This benefits the manufacturers, as now he does not have to worry about recall for his product at the very crucial design stage."

Select Direct's expertise at content management has provided the cutting edge to LOCATOR and has made it distinctly unique from all other printed options available to manufacturers in India today to reach this valuable target audience.

Iyengar believes that LOCATOR can be easily extended to serve the needs of the hotel, medical and healthcare industry in time to come.

Well, those advertising agencies, which have clients from the manufacturing sector, can now approach an industry professional for consultation.