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…)
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…)
Techniques to Lead Your Reader’s Eye
In an excellent presentation on catalog design at last week’s Mailorder Gardening Association conference, Lisa Hodgson Balch of Sargeant House Design Studio explained how the concept of “gaze motion” is especially important in the gardening world.
In a nutshell, gaze motion means (Click on the headline for more…)
News From the MGA (Soon To be DGA) Conference
I’ve just returned from a week in Chicago, attending both the Mailorder Gardening Association (MGA) conference and the Independent Garden Center (IGC) Show.
It’s always helpful to compare notes with industry colleagues (click on the headline for more…)
