Consumers are breaking down the traditional walls of advertising, forcing us to revolutionize the way we talk to them. We are no longer always in control of how they interact or do business with us, as we were in the past. And if you don’t believe this, your brand may be at serious risk. Factors […]
Brand is king in the realm of securing customers and creating loyalty, which can save your bottom line in this down economy. Brand goes far beyond logos and taglines—it lies within your customer’s perception of your product or service. Whether you are aware of it or managing it, every point of contact with the customer […]
If you want your business to survive in the coming months, focus is the name of the game. Consider conducting a multichannel audit, an in-depth review of your business that will allow for the creation of a blueprint you can act on with focus rather than fear. A focused audit does not have to cost […]
Any seasoned direct marketer the importance of understanding the numbers side of the business. You have to know both the left-brain (analytic) and right-brain (creative) rules for maximum success. My philosophy is “know the rules before you break them.” People often ask me for the most important direct marketing metrics. As we have evolved to […]
Smart multichannel merchants are using all their core competencies across all selling channels — including stores, Websites, and catalogs — and they’re finding that the more they do, the greater their results. Key research findings in the past few years have shown: Given these findings, one doesn’t have to be a genius to recognize where […]
Multichannel success is all about breaking down barriers between channels and building cooperation. Every company that strives for multichannel success is trying to change from being company-centric or channel-centric to being customer-centric. In a channel-centric company, one channel typically dominates the others. In this business model, the company is more important than the customer; everything […]
Multichannel success depends in large part on having a solid strategy for keeping in contact with your house list. Most marketers know this, but knowing how to develop and execute a plan for contacting the customer file is another story. The good news is that you can simplify the process by breaking it down into […]
This month we look at another analytical technique or process that direct sellers need to know, understand, and apply to their daily operations: tracking response curves. Successful and profitable catalogers will likely recognize the applications we are about to discuss; newer and smaller catalogers and Internet marketers may find that the information can provide them […]
In June we looked at the profit and loss statement, discussing how a catalog P&L or income statement is different from that of a manufacturer and reviewing what is meant by cancellations, returns, exchanges, cost of goods, and gross margin. Now we’ll look at what goes into the fulfillment, advertising, and general and administrative aspects […]