Helping the Garden Industry Thrive
Duncan Simester of the MIT Sloan School of Management is known for fascinating research on consumer buying behavior, much of it specific to the direct marketing industry. I’ve written about some of his studies in the past, including the surprising long-term impact of discounting and the long-term impact of traditional circulation plans.
I recently came across another interesting study by Simester (click on the headline for more…)
We’re pleased to welcome Dorothy Biddle Service as a new client. A third-generation family-owned business, Dorothy Biddle offers more than 300 useful and unusual products for flower arranging, gardening and houseplant enthusiasts. We’re looking forward to helping them grow!
In my last blog post, I emphasized the importance of following best practices in all your customer touchpoints if you want to maximize your sales without increasing your marketing budget. As I mentioned, the Secret Shopper Survey sponsored by the Mailorder Gardening Association earlier this year uncovered an astonishing number of opportunities for improvement in this regard. A new program at the next MGA conference is sure to provide even more ideas for low-cost improvements. (Click on the headline for more…)
No matter how well you run your business, it’s hard to avoid having an occasional dissatisfied customer. Even the top-ranked companies on the popular Garden Watchdog website aren’t immune. “Only” 95% of the rankings for the Garden Watchdog Top 30 companies for the last year were positive ones. With the growing popularity of online communities, customer forums […]
These days, every company is looking for ways to get more out of their marketing budget. Experience suggests that an internal review of how you handle information requests and your ordering process is likely to uncover a wealth of opportunities. A couple shocking examples illustrate why I say that: (Click on the headline for more…)
