The art of brand building still remains a mystery to many companies. During these tough economic times, business leaders are searching for ways to grow their brands, expand their reach and influence their bottom lines. Retailers need to reach more people with more products, more often. Human nature tells us the best way to grow […]
If I were to say, “The Man in Black,” who would you think of? If you’re a music fan, chances are country legend Johnny Cash would come to mind. How can the simple mention of a color bring about associations of a specific individual? Somehow, Johnny Cash was able to elevate his image beyond just a […]
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: The greater the number of selling channels that customers purchase from, the greater […]
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 […]