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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
The Digital Mystique: All Smoke and Mirrors?
Mar 27, 2015

While it may be true that US adults spend 47 percent of their time interacting with digital (online, mobile or...



Here's What Counts

Chuck McLeester
Measuring Customer Engagement: It’s Not Easy and It Takes Time
Mar 26, 2015

Here's what's easy: Measuring the effect of individual engagements like Web page views, email opens, paid and organic search clicks,...



Creative Caffeine

Dani Cantor
Subject Lines in Sheeps' Clothing: A Go or a No?
Mar 22, 2015

I'm sure you've seen it, if not used it yourself: Marketing emails wearing a friendly disguise, boasting "RE:" or "FW:"...



The Data Athlete

Mike Ferranti
Channel Collaboration or Web Cannibalization?
Mar 24, 2015

Multichannel marketers experience the frequent concern that online is competing with, or "cannibalizing," sales in other channels. It seems like...



Search Made Simple

Phil Frost
Top 10 Local SEO Best Practices for Small Businesses
Mar 25, 2015

Have you ever wondered how you could get your business to show up on the first page of Google, along...



Ruthless B-to-B Marketing

Ruth P.  Stevens
6 More Thorny Data Problems That Vex B-to-B Marketers, and How to Solve Them
Mar 20, 2015

B-to-B data continues to challenge marketers, who need to identify and communicate with customers and prospects, but who run into...



Making Social Sell

Jeff Molander
3 Things You Must Know Before Hiring a LinkedIn Trainer
Mar 19, 2015

Good LinkedIn sales trainers help sellers produce measurable increases in sales—not better proficiency at using the tool. Are you considering...



Psychology-Based Marketing

Jeanette McMurtry
Building Your Brand Religion
Mar 17, 2015

Even with the most finicky of customers in an increasingly chaotic and complicated world, lifetime value and brand loyalty can...



Direct Mail for the Modern Marketer

Summer Gould
Direct Mail Marketing Drives Response
Mar 19, 2015

Marketers everywhere are faced every day with many marketing channel choices. It's hard to know which ones will work best....



Reinventing Direct

Gary Hennerberg
17 Principles of Persuasion, Direct Marketing Style
Mar 18, 2015

So you've created your campaign and attended to all the details of identifying your audience, created your offer, and toiled...



Brand Matters

Andrea Syverson
I Dare You: Create a Brand Challenge!
Mar 17, 2015

Challenging something we do quite naturally and easily is indeed the perfect challenge. We all get into ruts—some even good...



Marketing Sustainably

Chet Dalzell
What I’ve Learned (So Far) From Stuart Elliott
Mar 16, 2015

When I first joined the Direct Marketing Association public relations team in 1988, Stuart Elliott had just left Advertising Age...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Don’t Do It Just Because You Can
Mar 12, 2015

Don't do it just because you can. No kidding. … Any geek with moderate coding skills or any overzealous marketer...



IMM-Possible ROI

Stephanie Miller
5 Data-Driven Strategies to Feed Your Customer Obsession
Mar 10, 2015

The digitization of our culture and marketplace has made it even more important for marketers to be customer advocates. Every...



The Integrated Email

Cyndie Shaffstall
Google Announces Significant Changes
Mar 9, 2015

As a marketer who uses email, you know as well as I do, your campaigns do not stand alone. Without...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Are You Squandering Your Search Budget?
Mar 3, 2015

Google has your site on a budget. This is not just the budget that you set for your paid search...



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!