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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.

 

Marketing Sustainably

Chet Dalzell
Death of the Agency? Not So Fast ...
Sep 15, 2014

The last season of 'Mad Men' is approaching, but let's not be so fast to bury the ad agency with...



The Power Punch

Carolyn Goodman
Blogs: The Long and Short of It
Sep 12, 2014

Many marketers struggle over blog content—and that's never more apparent than when you stare blankly at your screen, hoping for...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Freeform Data Are Not Exactly Free
Sep 11, 2014

Whenever "Big Data" is mentioned, there follows this sick stat that 2.5 quintillion bytes of data are being collected every...



Mobile-First Marketing

Greg Hoy
Zeroing in on Your Consumers With Geo-Marketing
Sep 10, 2014

Mobile geo-marketing is growing at a rapid rate. This growth is driven by applications such as navigation, local search and...



Marketing Nuggets

Michael Lowenstein
1-Trick Ponies and Customer Loyalty Behavior
Sep 9, 2014

About 30 years ago, Paul Simon wrote a song entitled "One-Trick Pony." The song describes a performing pony that has...



The Integrated Email

Cyndie Shaffstall
Email to Support Your Shopping Cart
Sep 8, 2014

Your website provides you with real estate for validating claims and educating customers, and should be a critical part of...



Making Social Sell

Jeff Molander
The Art of the Follow-Up
Sep 5, 2014

When prospecting using email or LinkedIn InMail, when should I send a follow-up email—to make sure the prospect saw my...



Direct Mail for the Modern Marketer

Summer Gould
Direct Mail Design: Layout
Sep 4, 2014

Designing for direct mail can be broken up into three segments: layout, color/images and copy. Since this can be a...



Reinventing Direct

Gary Hennerberg
7 Tasty Copywriting Languages
Sep 3, 2014

How tasty is your copywriting? Taste-related words and figurative language can be more deliciously persuasive and sumptuously effective than literal...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Should You Make Your Site Secure for Improved SEO Results?
Sep 2, 2014

Just this past month Google confirmed that in the future, its search algorithm would be giving a rankings boost to...



Muscle Marketing

Wendy Montes de Oca
Penguin 3.0 Is Coming and It’s Time to Clean House
Aug 28, 2014

Anyone who's involved in Internet marketing can tell you that Penguin is more than a cute little seabird that lives...



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...



Ruthless B-to-B Marketing

Ruth P.  Stevens
B-to-B Marketing Is Falling Down on the Job
Jul 9, 2014

I heard a horror story the other day—a consumer packaged goods executive ranting about a meeting with a vendor. "I...



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....



Here's What Counts

Chuck McLeester
Planning ROI? Turn the Funnel Upside-Down
Aug 26, 2014

Many marketers use a funnel to illustrate the progression from prospect to buyer because the narrowing graphic neatly shows the...



Brand Matters

Andrea Syverson
Season's Greetings!
Aug 21, 2014

Perhaps like me, you love summer and all it entails: longer days, outdoor play, flip-flop casualness, patio grilling, hummingbirds, wildflowers...



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?

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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!