5 Crucial Multichannel Metrics
Any seasoned direct marketer the importance of understanding the numbers side of the business. You have to know both the left-brain (analytic) and right-brain (creative) rules for maximum success. My philosophy is
Cross Channel
4Q, Fiscal Year Sales Up at NBTY
Fourth-quarter sales for nutritional supplements manufacturer/marketer NBTY increased 6%, to $496 million for the three months ended Sept. 30.
IAC Splitting Into Five Companies
IAC/InterActiveCorp, whose properties include HSN and the Cornerstone Brands catalogs, will spin itself off into five separate publicly traded companies.
Financial Reports: Henry Schein, Cabela’s
Third-quarter results from Henry Schein and Cabela’s
Don’t Try To Convert Web Buyers
Are you prospecting for Web buyers and hoping to turn them into catalog buyers? Jim Coogan thinks this may be an exercise in futility.
CONTENT IS KING
Want to make your customers happy? Stop selling for a minute and give them something to read. It can be detailed product information or even jokes. But it may be time to learn what other b-to-b merchants already know: that content is king.
CREATIVE
In today’s multichannel world, designers, photographers and copywriters work on a multitude of projects. In addition to catalogs, you’ll find them creating Websites, direct mail pieces, newsletters, e-mail communications, space ads for print publications, banner ads, free-standing inserts (FSIs) for use in newspapers, trade show materials, retail store signage, and a host of other projects.
Using simulators to find E-LTV
You know that best-practices marketing database content is essential to effective data mining. It works in tandem with longitudinal (over time) test panels and business simulators to identify and leverage a given company’s dynamics to provide important strategic and tactical insights.
KooKoo for kids’s stuff
Some merchants may be reporting a slow start to the season, but children’s home decor and apparel merchant KooKoo Bear Kids is up 35% this fall, and is already ahead of its 2007 sales goals.
Equity firm buys Caswell-Massey
Caswell-Massey, a multichannel marketer of luxury personal grooming products, has changed hands again. Private equity firm The Equitium Group on Sept. 21 acquired the cataloger/retailer/wholesaler.