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Denny Hatch's Blog

Denny Hatch's Blog

By Denny Hatch

About Denny

Author, direct marketing guru, and always entertaining Denny Hatch focuses on a major story in the news and shows how businesses can take advantage of–or avoid the pitfalls from–the lessons to be learned in terms of marketing, sales, PR and communications.

 

The Power Punch

Carolyn Goodman
Mentoring: Give a Little, Get a Lot
Feb 27, 2015

Last summer, I heard that my alma mater was launching a mentoring program between graduates and enrolled Seniors. Even though...



Here's What Counts

Chuck McLeester
Sex and the Schoolboy: Predictive Modeling - Who’s Doing It? Who’s Doing it Right?
Feb 26, 2015

Forgive the borrowed interest, but predictive modeling is to marketers as sex is to schoolboys. They're all talking about it,...



Search Made Simple

Phil Frost
SEO 101: The 3 Keys to Rank No. 1 in Google
Feb 25, 2015

Mark Twain was only half joking when he said, "If you don't like the weather in New England, then wait...



The Data Athlete

Mike Ferranti
Omnichannel Customers Are 2X as Valuable – How to Make Them Yours
Feb 24, 2015

With so many trying to sort out an "omnichannel" marketing strategy, I thought it would make the most sense this...



The Integrated Email

Cyndie Shaffstall
LinkedIn as a Marketing Vehicle
Feb 23, 2015

In 2013, Spider Trainers created the "Great Big Book of Things Marketers Say" as an experiment in repurposing and the...



Making Social Sell

Jeff Molander
The 1 Simple Way to Sell via Your Webinar
Feb 20, 2015

Want to sell with your webinar? Actually go for the close at the end or generate an appointment for your...



Direct Mail for the Modern Marketer

Summer Gould
Consumers Like Direct Mail
Feb 19, 2015

For the past several years, direct mail has been bashed for being too old school and past its time. The...



Reinventing Direct

Gary Hennerberg
Creating a One-Word Brand Statement
Feb 18, 2015

What do your customers think of when they see your organization name and logo? Your public image is important and...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Google Opens the Door to the Trusted Stores Program
Feb 17, 2015

Google has changed the requirements for its Trusted Stores program to make it easier for stores to join the program....



Brand Matters

Andrea Syverson
Take Heart: Send a Brand Valentine!
Feb 12, 2015

'Tis the season for valentines. What makes me smile in my professional life is finding companies that foster an intentional...



Marketing Sustainably

Chet Dalzell
A Welcome to the 74th Postmaster General and CEO Megan Brennan
Feb 16, 2015

Happy President's Day, and a warm welcome to the new USPS Postmaster General and Chief Executive Officer Megan Brennan. In...



IMM-Possible ROI

Stephanie Miller
3 Success Factors to Insights-Driven Automation
Feb 10, 2015

Most marketers do not have a technology problem. In fact, we've crossed the chasm of a few years ago, when...



Ruthless B-to-B Marketing

Ruth P.  Stevens
6 Thorny Data Problems That Vex B-to-B Marketers, and How to Solve Them
Feb 3, 2015

B-to-B marketers are plagued by data problems. Business data is complex and fast-changing. Customers interact with us through a variety...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
How to Be a Good Data Scientist
Jan 15, 2015

I guess no one wants to be a plain "Analyst" anymore; now "Data Scientist" is the title of the day....



Mobile-First Marketing

Greg Hoy
5 Mobile Marketing Trends You Can't Ignore in 2015
Jan 14, 2015

I don't have to tell you that we are living in a mobile-first world that continues to drive brands to...



Muscle Marketing

Wendy Montes de Oca
Converting Your Social Media Triple-Fs: Friends, Followers and Fans
Dec 16, 2014

I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Do You Know Where Your Customers Are?

1
 

Imagine people sitting in a bar boozing at 8:00 a.m. It's OK. Most of these morning drinkers work the night shift and this is their cocktail hour. What's more, they want their TV news during prime time when they are having breakfast and getting ready to go to work.

Meanwhile, sometimes I cannot sleep and get up at 4:00 a.m., walk the dog, make coffee, scan the headlines. Alas, the printed newspapers are ipso facto yesterday's news. What happened overnight?

From The New York Times, August 31, 2010:

Stations in Boston, New York, Washington and other cities are adding 4:30 a.m. newscasts this month, joining a backward march that started in earnest a few years ago. And those are not even the earliest. One station in New York, WPIX, will move up its start time to 4 a.m. on Sept. 20.

In catering to the earliest of the early risers, stations are reacting to the behavior patterns that are evident in the Nielsen ratings. Simply put, Americans are either staying awake later or waking up earlier — and either way, they are keeping the television on.

In the past 15 years, the number of households that have a TV set on at 4:30 has doubled, to 16 percent this year from 8 percent in 1995. At 11:30 p.m., by comparison, when most local newscasts end, 44 percent of televisions are on, up 10 percent from the levels 15 years ago.

-Brian Stelter
"TV News for Early risers (or Late-to-Bedders)"

Do you know your market and how, when and where to reach it?

Takeaways to Consider

  • Marketing guru Axel Andersson bought a small mail order study course in Germany after World War II and turned it into the largest "distance learning" organization in Europe. Axel retired to Florida, a millionaire many times over. When he would come to Philadelphia to consult, he insisted on staying at the Clarion Suites. Why the Clarion Suites—emphatically non-deluxe lodgings in the middle of Chinatown? "Certainly I could stay at a four-star hotel," Andersson said. "But first of all, I get a suite with a living room where I work and a bedroom where I sleep. Secondly, the price is very reasonable. And thirdly, I see real people! At the Marriott or the Four Seasons, I would be among people just like me. I see those people everywhere. You can't learn anything from them!"
  • "If you are a marketer, take the bus, subway, train or streetcar to work. These are the real Americans that you want to reach with your messages."
    —Axel Andersson
     Direct marketer, founder of the Axel Andersson Akademie, Hamburg
  • "Listen to the murmur of your market. Create feedback loops in your database environment so that you can record what your customers and prospects are saying about your products, your service, your company and your competition. There is no more valuable source of information."
    —Don Jackson
    Direct marketing insurance consultant

Web Sites Related to Today's Blog
"TV News for Early risers (or Late-to-Bedders)"

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COMMENTS

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Most Recent Comments:
MaKenzie Birchell* - Posted on September 17, 2010
Great post, Denny--many marketers develop their message, their campaign, and the audience they seek, without perhaps finding them where they truly are. We can all be reminded to take another look so our campaigns will be more effective by truly reaching our target audience!
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Archived Comments:
MaKenzie Birchell* - Posted on September 17, 2010
Great post, Denny--many marketers develop their message, their campaign, and the audience they seek, without perhaps finding them where they truly are. We can all be reminded to take another look so our campaigns will be more effective by truly reaching our target audience!