In Search Of Spin-off Opportunities?
Your list manager can be a critical source of market research information, according to Geoff Batrouney, executive vice president of Estee Marketing Group. How? "When the list is for rent and you see certain instances over and over of the same people renting your list, perhaps that's a clue to your next line extension or spin-off," Batrouney suggested to attendees at the CatalogTech Conference held March 12-14 in New York City. "Don't fight the numbers!" he says.
Included in Batrouney's advice for those seeking spin-off or start-up opportunities:
1. Stay very close to the customer and his or her wants.
2. "It's the merchandise, stupid!" In other words, be sure you have great products.
3. Always provide superior service.