Do you, like me, sit up and take note when gardening catalogs are featured in the general direct marketing press? If so, have a look at the latest issue of Target Market and their article on 5 Direct Mail Tips from Gardening Catalogs. I especially liked tip #4: “Compare yourself to others.” It’s illustrated by […]
Why Organic Search Numbers Sometimes Mislead
Every now and then, one of our catalog clients looks at their Google Analytics, sees that the majority of their online business comes from “Organic Search,” and decides to slash their catalog mailings. Not so fast! Look more closely, and the vast majority of organic searches… (Click on the headline for more.)
Best Timing for Catalog Mailings?
I wish I had a nickel for every time I heard, “When’s the best time for us to mail our catalog?” I think the question is coming up more often because trends are shifting, and some companies are getting blindsided as a result. A major contributor to shifting seasonality … (Click on the headline for more.)
An Insightful View Of The Future Of Catalog Marketing
The most fascinating talk I heard at the recent NEMOA conference was that by industry veteran Kevin Hillstrom of MineThatData. The eye-opening presentation offered a completely new take on multi-channel marketing. The hundreds of catalogers in attendance nodding their heads in agreement, acknowledging how Kevin’s view resonated with their own experience. Titled “How Traditionals (Judy), Transitionals (Jennifer) and Transformationals (Jasmine) Shape the Future of Catalog Marketing,” the talk crystalized current and future changes in catalog marketing through the use of three personas. Here’s just a brief summary of this very insightful presentation: (Click on the headline for more…)
Some Surprising Changes in Prospecting Media
Everyone loves looking over their shoulder to see what other companies are doing and how it’s working for them. To that end, Multichannel Merchant recently conducted a survey of catalogers, comparing 2011 marketing plans with what they did in 2010.
When asked about plans for 2011 prospecting, respondents only planned to increase their use of three media, and they all surprised me. (Click on the headline for more…)