Marketing and Sales

Does Telemarketing Still Work?
November 1, 2003

For some in the telemarketing industry, the Federal Trade Commission's creation of the National Do-Not-Call Registry was a call to arms. For telemarketing consultant Jon Hamilton, president and principal of JHA Telemanagement, it was a wake-up call. "The number of unduplicated households on the do-not-call list today is 42 million to 44 million, according to sources I know who've analyzed the file," says Hamilton. "We're heading to 60 percent to 70 percent of all U.S. households being on the list. Without permission marketing, consumer telemarketing will cease to be an effective marketing tool." At the time this interview with Hamilton

Bang & Olufsen - A Great Dane Wises Up
March 1, 1998

Who are Bang & Olufsen buyers? In the mid-1990s, Bang & Olufsen began an aggressive campaign to expand its share of the audiophile market. When building a business, it's a good idea to (1) know who your customers are and (2) go where they are. At the time Bang & Olufsen was operating on the assumption that its typical buyer was a single professional male between the ages of 25 and 30 with an average income of $50,000. Wrong. For example, at the time we bought our first B&O rig, I was 42; when we bought the table model 15 years later I