The spectacular growth of smartphones has spawned a surge in the use of QR codes for marketing purposes. Of what, you may ask? (Click on the headline for more…)
Should You Eliminate Your Catalog Order Form and Reply Envelope?
At once time, every catalog included an order form with attached reply envelope bound into the center of the book. Now, some argue, so many people order through the Internet that the order form and envelope have become an unnecessary expense. Is this really true? (Click on the headline for more…)
Determining the Best Prospecting Media: Some Financial Considerations
When laying out a marketing strategy for a new client, I always ask what their average sale is, and what their profit margin is. A surprising number ask, “Why is that important?” Here’s why: (Click on the headline for more…)
Do You Make These Mistakes in Catalog Design?
Catalogs are our face forward to the world, our sales force in customers’ mailboxes. Every choice we make in catalog design has an effect on sales, for good or ill. Improving catalog design isn’t simply a matter of aesthetics; it’s a matter of profits. In preparation for this month’s Let’s Grow, I reviewed several dozen gardening […]
What’s the ROI on Social Media? A Panel of Experts Weighs In
The recent Mailorder Gardening Association conference included an informative panel of MGA members active in various types of social media. Not surprisingly, questions from the audience quickly focused on the ROI of Facebook, Twitter, discussion groups and the like. The panelists each had somewhat different takeaways on the point. (Click on the headline for more…)
