Helping the Garden Industry Thrive
Last week, the Direct Gardening Association hosted an excellent webinar on 40 Tips to Improve Margin & Profitability. Presenters Gina Valentino of Hemisphere Marketing and George Mollo of GJM Associates offered up a fast-paced series of money-making and money-saving tips on marketing, inventory management, creative, offers and much more.
One clever suggestion from Gina on choosing which products to feature on your catalog covers: (Click on the headline for more…)
It’s rare for catalogers to devote valuable selling space to anything other than product, but pushing product isn’t the only way to sell. A case in point is the 2011 catalog from Botanical Interests, which breaks away from the traditional catalog format in three respects: (Click on the headline for more…)
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…)
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…)
When economic times are hard, it’s tempting to call a halt to prospecting in order to conserve cash. Sounds harmless enough, but think twice before you do. Unless you replenish the buyers you lose to attrition, it’s amazing how fast you can dig yourself into a hole that’s awfully tough to climb out of. Here’s what I mean: (Click on the headline for more…)
