Category Archives: Others

Welcome back!

Well, as I am sure you can tell by my blog trail, I have taken a hiatus for most of the summer!  Time to get back into giving my loyal followers more ideas about how to make money as multi-channel … Continue reading

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Managing Costs vs. Sales: Is Your Balance Out of Whack?

OK, I'm a merchant and a marketer. I believe that nothing good happens until somebody creates a quality product or service offer, then markets and sells it well. I confess, I have that bias. Having said that, I'm constantly astounded … Continue reading

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Reflections From ACCM

Having attended more than 15 catalog/multichannel conferences (ACCM) over the past two decades, I can easily report that this one will stand out for its low attendance and "doom-and-gloom" conversations. Yes, these aren't good economic times, but being the forever … Continue reading

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Are You Taking Too Many Orders Online?

I was involved in a discussion recently where the CFO of a catalog company was pleased that his company now took 80 percent of all orders online. He talked about how much money his company was saving, as processing online … Continue reading

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The More Things Change, the More They Stay the Same

The more I study online marketing, the more I'm struck by the parallels to direct mail. Take this example: The other day in a client meeting we were discussing the different clickthrough rates (response rates) to various online marketing activities … Continue reading

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The Shifting Landscape of B-to-B

In B-to-B marketing, there are essentially five promotional channels: inbound sales, outbound sales, outside sales, Web and catalog/mail.    Given today’s marketplace, I thought it might be useful to talk about some of the bigger changes I see happening in … Continue reading

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How to Survive a 20 Percent Drop in Sales: Time to Reset?

I met with an owner of a large multichannel B-to-B direct marketing company this week, and we discussed a common topic these days: How does one survive a 20 percent drop in sales? It's becoming clear to me and many … Continue reading

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Catalogs Go Back to the Future

I'm a longtime cataloger marketer, and I'm intrigued at how the new generation of e-commerce marketers are beginning to sound more and more like circulation managers. I took part in a meeting the other day where performance variables of a … Continue reading

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RFMPCP … What?

I recently met with an experienced B-to-B direct marketer to talk about what his company is doing to “get more with less.” It's a common theme these days. We discussed how many marketers, particularly new e-marketers, weren't paying enough attention … Continue reading

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Is 'Batch and Blast' Your E-Mail Strategy?

Lately I've heard a number of B-to-B catalogers complain about falling e-mail response rates and rising unsubscribe rates. It very quickly comes to light that, for the most part, they're following a “batch and blast” e-mail strategy. They form an … Continue reading

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