How do your customers see you? Does your company have a distinctive personality that pervades your marketing materials? Do you feed your customers a steady diet of useful information that will help them think of you first when they’re ready to buy? Here’s a self-test to help answer these questions: (Click on the headline for more…)
A Provocative Look at How Catalogs Must Evolve
At the recent NEMOA conference, Andrew Davis of Tipping Point Labs gave an information-packed presentation on The Social Media Tipping Point: Monetizing Incremental Commerce. I found Davis’ common sense approach to today’s “social media madness” (the NEMOA program guide’s words, not mine) refreshing. So it was with great interest that I read his take on how catalogs need to evolve in order to stay viable. (Click on the headline for more…)
Competitive Advantages Ready for the Taking
At the recent NEMOA conference, David Solomon, head of Lazard Middle Market’s Specialty Retail and Direct marketing Group, gave an excellent presentation on Creating Value in the New Economy. He emphasized how dramatically consumers’ decision-making processes have changed in recent years, and how successful merchants must adapt their marketing strategies as a result. Among his key points: (Click on the headline for more…)
Email Signup Best Practices: A Great Example
Hats off to Great Garden Plants for a super job on their email signup forms. On the navigation that appears on every page, their signup form follows several best practices. (Click on the headline for more…)
What Merchants Need to Know About Selling Value
In my last blog post, I mentioned that one common theme at last week’s NEMOA conference was the importance of selling on value. In a presentation titled The Consumer is Changing, Are You? Lois Boyle-Brayfield of J. Schmid & Associates pointed out that all too often, merchants equate selling value with discounting prices. Big mistake! Lois offered a long list of ways to demonstrate value. Among them: (Click on the headline for more…)
