IMAGINE THIS: You print 16 million catalogs a year that are seen by 500 million upscale prospects (average pass-along ratio is 20-to-1), often cooped up for hours with nothing else to read. Annually, 700,000 orders are placed, typically for 2.1 items at a $110 average order size. Oh, yes, a few more eat-your-heart-out ingredients of your catalog business: You warehouse no inventory, you ship nothing, take no returns, and you don't spend a penny on postage or list rental. Two words describe this model: yum-yum.
Create a memorable brand without compromising response A few days ago I took a quick break to zoom around the corner to see the fruit and vegetable man on 39th Street. I was starving! I asked him for four bananas and he said: “$1.25.” “Why,” I asked? “Yesterday they were only a dollar.” “These are Chiquitas,” he smiled. Did I notice the difference between bananas? No, but I forked over the extra quarter. On the way back to work, I ate one and pondered the little oval Chiquita label. Does the label make it a better banana? My perception is that it does. I
EDITOR’S NOTE: This contest ended in 2003. When I was a girl, my grandmother was a font of strange expressions. For instance, I was shy and when I didn’t speak, Granny would ask, “Cat got your tongue?” We didn’t have a cat but my friend did and, being very literal-minded, I wondered if it would leap up and bite my tongue off. Every now and then my dad would mull over some business problem and Granny would advise him to “take the bull by the horns.” Dad worked in New York City where, as far as I knew, there were no bulls, and if
The Martha Stewart brand, synonymous with the notion of raising the quality of living in and around the home, drives diverse and complementary publishing, television, branded merchandise and retail businesses. The largest selection of Martha Stewart-branded merchandise—more than 3,000 products—can be found exclusively at Kmart in the United States and Zellers in Canada. About 1,200 products are featured in the company's retail businesses: its catalog, Martha by Mail, and the Internet site, marthastewart.com. The largest segment of its business, representing more than 60 percent of the revenue