Denny Hatch

Denny Hatch
Denny’s Zinger: Denny Hatch’s 8 Ironclad Rules of E-marketing

When the Internet arrived big time in the 1990's, a gazillion hotshot kids — with zero experience in marketing and design — took over and set the protocols. These kids said to us geezers: "This is the new medium and the new paradigm. Your old rules are dead. We make the rules now. So take a hike, buster."

Starbucks’ Sad-Sack Marketers

The advertiser? Starbucks. The product? An old-fashioned direct mail continuity program. The offer? The world's finest coffee shipped to you monthly. Both full-page ads in the Times and the Journal used the same response link:

Denny’s Zinger: Hire a Pro to Write Your Fundraising Effort

Twenty years ago, a friend joined a cultural institution with a distinguished pedigree going back a century. My friend faithfully paid his dues for two decades and took advantage of the membership oh … maybe twice in all that time.

Yours, Free! A Business Model To Revolutionize E-commerce

You've bought the TV of your dreams — the 85" 4K Ultra High-Definition Sony Bravia online from Crutchfield in Charlottesville, Virginia. Your Visa card was hit for $19,999.00 — but shipping was free. A day later, you come home from the office to find your glorious new toy has arrived.

Denny’s Zinger: When an Ad Is an Obvious Oxymoron

I came across this ad in The Wall Street Journal. The headline stopped me, because I am on the hunt for a casual jacket for traveling that-in a pinch-could be worn with a shirt and tie. Quite simply, "the world's best travel jacket" could not possibly sell for $149 with free shipping.

Denny’s Zinger: Re-Imagining Your Business

When Peggy and I moved to Philly in 1992 to take over this publication, we worked crazy hours and had dizzying travel schedules. Around the corner on South Street was Chef's Market. It offered meats, groceries, baked items and luxury imports, as well as basics. Plus simply wonderful prepared foods.

Making Native Ads Work for You

Imagine buying your way onto the front page of The New York Times or The Wall Street Journal with a long editorial story about yourself or your company. The type style and look are identical to the real thing. The only difference: a small notice that says, "Sponsored Content."

Pre-Research: A Case History

No matter what your profession, if you have an extensive file of retrievable, cutting-edge information that directly relates to your business and industry, you can lace your memos, emails, letters, reports, advertising copy, speeches, PowerPoint presentations and whitepapers with tidbits, factoids and statistics. This shows readers you know a lot, are on top of your job and are a force in your industry.

If You Can’t Test, Don’t Invest

In Dec. 2014, I wrote a column titled "Confessions of a Museum Nut" describing my experiences having New York's Whitney Museum of American Art as a client. The relationship ended badly. The client came up with the idea this bastion of Pop/Op Art—and 21,000 other assorted works—would be a ducky place for young parents to bring their kids.