Strategies and Solutions for Profitable Direct Marketing
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Marketers, Stop Ignoring Your Content Marketing Strategy
November 11, 2009 From Heather Lloyd-Martin
As I write this, I'm on the plane heading back from DMA09. While I was moderating the Search Marketing Experience Labs, one common element ran through every site review: When you ignore your SEO content marketing strategy, you're hobbling your conversions, ignoring your customers and forfeiting your search engine rankings. Here's why.
November 11, 2009 From Heather Lloyd-Martin
As I write this, I'm on the plane heading back from DMA09. While I was moderating the Search Marketing Experience Labs, one common element ran through every site review: When you ignore your SEO content marketing strategy, you're hobbling your conversions, ignoring your customers and forfeiting your search engine rankings. Here's why.
July 7, 2009 From Denny Hatch's Business Common Sense
For several weeks during May and June, a series of wildly exciting full-page ads ran in The Philadelphia Inquirer for a seminar titled GET MOTIVATED! to be held in the massive Wachovia Center, home of the Philadelphia Flyers (hockey) and 76ers (basketball). Among the speakers with star power were Gen. Colin Powell, Rudy Giuliani, Steve Forbes, Zig Ziglar and Philadelphia Eagles quarterback Donovan McNabb. The cost: Only $4.95 PER PERSON. Or Send Your Entire Office for Only $19! That’s almost free! Admission at the door: $225 per person. Call immediately to take advantage of this limited time offer. After seeing this ad three or four times, I did the math. The Wachovia Center seats a maximum of 22,000 people. If completely sold out at $4.95, gross revenue would be $108,900. That amount would be completely eaten up by speakers' fees. Colin Powell: $100,000 plus private jet. Rudy Giuliani: avg. $80,000. Zig Ziglar: $25,000 to $50,000. Donovan McNabb: $20,000 to $30,000. I could not find Steve Forbes’ fee on the Internet, but it has to be at least $50,000. The “GET MOTIVATED! Workbook” was an additional $4.99, so the final tally for me was $10 and change (tax). A full house at $10 each would generate $220,000. But speakers’ fees, hall rental, staff, audio-visual, etc., would create serious negative cash flow. I smelled a rat and decided to sign up.
How to Make More Money With Your Repurposed Content
July 15, 2008 From Target Marketing Group Webinars
Click below to view this can’t-miss, free webinar. This panel features top executives from Forbes.com and Incisive Media, both of whom will explain and...
July 15, 2008 From Target Marketing Group Webinars
Click below to view this can’t-miss, free webinar. This panel features top executives from Forbes.com and Incisive Media, both of whom will explain and...
January 2008 From Denny Hatch's Business Common Sense
In 2001-2002 I did some consulting with Arbitron--the company that measures the listenership of radio stations around the country. It sent out little pocket diaries and asked people to keep track for a week of what they listened to on the radio. I traveled several times to the Arbitron HQ in Columbia, Maryland where I had meetings with various department heads and wrote and designed some promotional material. On a ZipDisk somewhere might be the creative work I did. But my experience working with Arbitron is hazy at best. What is not hazy is that several months after we parted company, I received
The Crash of Two Iconic Business Models — 1
January 2008 From Denny Hatch's Business Common Sense
Most consumers know that their buying and bill-paying habits are closely monitored by the three great credit rating agencies: Equifax, Experian and TransUnion. What is less understood is the highly complex algorithm of scoring—taking all that bill-paying data on an individual and determining the chances that he or she will fail to pay a credit card charge or default on a loan. The dollar amount of credit extended and the Annual Percentage Rate (APR) charged are pinned to a consumer’s score. The unquestioned master of scoring alchemy is Fair Isaac, on whom some of the blame for the sub-prime crash—and perhaps the coming
January 2008 From Denny Hatch's Business Common Sense
Most consumers know that their buying and bill-paying habits are closely monitored by the three great credit rating agencies: Equifax, Experian and TransUnion. What is less understood is the highly complex algorithm of scoring—taking all that bill-paying data on an individual and determining the chances that he or she will fail to pay a credit card charge or default on a loan. The dollar amount of credit extended and the Annual Percentage Rate (APR) charged are pinned to a consumer’s score. The unquestioned master of scoring alchemy is Fair Isaac, on whom some of the blame for the sub-prime crash—and perhaps the coming
November 2007 From Denny Hatch's Business Common Sense
Ronald Lauder’s passion is art. The younger son of cosmetics mogul Estée Lauder and worth $3.3 billion, Ronald Lauder bought an elegant Fifth Avenue mansion across the street from the Metropolitan Museum of Art and turned it into the Neue Gallery dedicated to German and Austrian art. In June 2006 he privately acquired one of the most extraordinary pictures in the world—a 1907 portrait of Adele Bloch-Bauer, wife of a wealthy Viennese industrialist, painted by Austrian master Gustav Klimt. It had been looted by the Nazis during World War II and, when repatriated, wound up in a museum in Vienna. The Austrian government fought
Market Focus: Individual Investors
November 2007 From Target Marketing
More than 90 million Americans own shares of stock either as individual investments or through mutual funds, according to the New York Stock Exchange. And...
November 2007 From Target Marketing
More than 90 million Americans own shares of stock either as individual investments or through mutual funds, according to the New York Stock Exchange. And...
Three Teaser Tutorials
April 2007 From Tipline
When it comes to creating responsible direct mail, every marketer worth his or her salt will say the same thing: “Deliver on what you promise.” And while this maxim typically refers to an offer strategy or product benefit list, the same also can hold true for another element: the teaser. Creatively, teasers long have been implemented to arouse a prospect’s interest in a mailing, spurring them to open the envelope and further explore its contents. But even more so, according to direct mail writer and consultant George Duncan, “[They] also provide a statement or promise that the reader can agree with. He or she
April 2007 From Tipline
When it comes to creating responsible direct mail, every marketer worth his or her salt will say the same thing: “Deliver on what you promise.” And while this maxim typically refers to an offer strategy or product benefit list, the same also can hold true for another element: the teaser. Creatively, teasers long have been implemented to arouse a prospect’s interest in a mailing, spurring them to open the envelope and further explore its contents. But even more so, according to direct mail writer and consultant George Duncan, “[They] also provide a statement or promise that the reader can agree with. He or she
Prepare to be Mushroomed
April 2007 From Denny Hatch's Business Common Sense
The massive leveraged buyout of the Tribune Company by Chicago real estate magnate Sam Zell—the 65th richest man in America according to Forbes, with a personal fortune of $4.5 billion—is in the beginning stages. My bet is that it will result in a tsunami of layoffs, buyouts, firings, and wrecked careers and lives. According to the Jan. 25, 2007 Newstrack, the media industry slashed 17,809 jobs in 2006, an 88% increase over the 9,452 jobs lost the prior year. Last year, we watched The Philadelphia Inquirer and Daily News fall into the hands of a local consortium of investors that has neither newspaper experience
April 2007 From Denny Hatch's Business Common Sense
The massive leveraged buyout of the Tribune Company by Chicago real estate magnate Sam Zell—the 65th richest man in America according to Forbes, with a personal fortune of $4.5 billion—is in the beginning stages. My bet is that it will result in a tsunami of layoffs, buyouts, firings, and wrecked careers and lives. According to the Jan. 25, 2007 Newstrack, the media industry slashed 17,809 jobs in 2006, an 88% increase over the 9,452 jobs lost the prior year. Last year, we watched The Philadelphia Inquirer and Daily News fall into the hands of a local consortium of investors that has neither newspaper experience
Your Customers: Who Are They and How Do You Find More of Them?
March 2007 From Denny Hatch's Business Common Sense
“Never compete with China on cost,” said guru Tom Peters, “and never compete with Wal-Mart on price.” Ever since 1962, when Sam Walton opened the first Wal-Mart store in Rogers, Arkansas, the company has operated on a one-size-fits-all marketing philosophy: offer good merchandise at the lowest prices to all customers. And it worked just fine. In its 45th year, Wal-Mart’s $345 billion in sales is more than the GDP of Austria. Now Wal-Mart is coming around to the way direct marketers think—that if you know who your customers are, you can serve them better and make more money. According to Michael Barbaro’s New York
March 2007 From Denny Hatch's Business Common Sense
“Never compete with China on cost,” said guru Tom Peters, “and never compete with Wal-Mart on price.” Ever since 1962, when Sam Walton opened the first Wal-Mart store in Rogers, Arkansas, the company has operated on a one-size-fits-all marketing philosophy: offer good merchandise at the lowest prices to all customers. And it worked just fine. In its 45th year, Wal-Mart’s $345 billion in sales is more than the GDP of Austria. Now Wal-Mart is coming around to the way direct marketers think—that if you know who your customers are, you can serve them better and make more money. According to Michael Barbaro’s New York
