April 1, 2001




Catalog Branding: Striking Up the Brand

Philip Kotler, who is often referred to as the father of modern marketing, said it best: “Building a brand calls for more than building a brand image. The savvy company must build a continuous positive brand experience for its target …

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In News

April 1, 2001




A Market in Bloom

The overall gardening products market has grown nearly 50% between 1996 and 1999
Between 1996 and 1998, according to the NGA, the number of households participating in lawn and garden activities increased about 2%, from 101.4 million to 103.5 million
In 1996, mail order accounted for 9.2% of all gardening …

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In Marketing

August 1, 2000




Mailers: USPS overstates contingency needs

How much of a contingency budget is too much? That question was at the heart of recent testimony in the current postal rate case.
In testimony filed in June, cosponsored by nine industry associations and four large mailers, postal consultant …

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In News

August 1, 2000




LEGISLATIVE ROUNDUP: No news is good news

Little action on bills expected for rest of year
Few, if any, bills are expected to reach the House or Senate floors in the final months of the 106th Congress. “It appears that none of the privacy bills or other …

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In News

March 15, 2001




Small Catalogs Forum: The Right Time to Finance

Certainly the economy is one major factor in determining whether the time is right to invest in growing your business. Common sense dictates that if people are tightening their belts when it comes to buying widgets, now is not the …

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In Uncategorized

March 15, 2001




Executive Forum: Sleeping with the Enemy

‘Co-opetition’ — cooperating with the competition — is the new way of doing business
Wake up, catalogers! The cold war is over, and so are the old views of competition. Those you once thought of as your foes have now become your …

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In News

March 14, 2001




FTC Holds Privacy Workshop

Washington–The U.S. Federal Trade Commission (FTC) held an Information Marketplace Workshop on March 13 to examine how companies exchange personal data and create consumer profiles. Among those testifying were representatives from the Direct Marketing Association. According to a DMA press …

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In News

July 1, 2000




YOUR NEW MARKETING PLAN

Your new business requires the development of a marketing strategy for each of your selling channels
At 30,000 feet, all forms of commerce look pretty much the same. The essence of most profitable direct marketing models is the relationship between the …

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In Uncategorized

July 1, 2000




WHAT ABOUT YOUR OLD BUSINESS?

`New’ is nice, `multichannel’ is trendy…but guess what? The print catalog channel has lots of life left in it
The press is full of stories predicting the demise of the printed catalog.
Wellll…as Samuel Clemens said, “Rumors of …

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In CRM, News

July 1, 2000




YOUR NEW MANAGEMENT STRUCTURE

The e-commerce revolution is rapidly changing the structural dynamics of direct marketing management
The e-commerce explosion over the past five years has changed the business of selling goods forever. Catalogers and retailers are rushing to put up sites to sell …

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In Uncategorized

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