Multichannel Integration

Catalog and Direct Selling: The Selling Season Is Upon Us
October 1, 2004

Here’s a last-minute checklist to see if you truly are ready for the holidays. The fourth quarter’s started, the sales are coming in, the hard work is done and you finally can rest. Well, maybe not. This is the time of year most catalogers enjoy; the time of year when all of the work and effort of the prior seven or eight months pays off. It’s when all of what was learned last year is put to the test in the form of revised marketing strategies, new creative initiatives, more efficient offer rollouts and better tracking methods. But it isn’t a time to

Time for a Marketing Tune Up
October 1, 2004

Even small adjustments can keep your sales and profit engine humming. Sometimes a marketing program sputters and wheezes like a car on its last legs. Often, results are just not what they could be. Like a car that doesn’t start smoothly, many marketing programs could benefit from a tune-up. Similar to telling your mechanic the car’s status when you drop it off, marketing tune-ups benefit from a review of the current situation in comparison to historical averages or results of past campaigns. This will give you a sense of where problems and opportunities lie. You will be able to see what key performance indicators

Catalog and Direct Selling: Don’t Leave Money on the Table
September 1, 2004

Techniques that increase response, average order and overall profits Many direct marketers unwittingly leave money on the table with every transaction. One transaction at a time, it may not seem like much. Collectively, it could mean thousands of dollars robbed from the bottom line. Here are five techniques that not only will increase your average order and add to overall profits, but in many cases also increase overall response. All five should become part of your all-around merchandise and creative strategies. Cross-sell Before the Checkout Most successful direct marketers already know the value of cross-selling on the telephone or online, but few take

List View: List Selection for Multichannel Campaigns
September 1, 2004

The current era of direct marketing has brought upon us not only a wealth of customer-centric data, but numerous channels by which to reach consumers. Direct marketers can choose from direct mail, insert media, telemarketing, direct response television, e-mail, fax and now mobile messaging—can blogging be far behind? Because of the federal regulations governing telemarketing and fax marketing, these two channels have become problematic for acquisition and retention. At the moment, the most effective multichannel campaigns consist mainly of tandem postal and e-mail marketing. In the past 18 months, multichannel marketing using e-mail and postal delivery has become an effective acquisition and CRM strategy.

Get Paid: Multiple Channels Add Power to International Campaign
September 1, 2004

As the international marketplace becomes increasingly sophisticated, and international markets continue to grow both in strength and scope, U.S. marketers are rethinking their global strategies. While many companies have tested the international waters via one channel, such as the Internet, retail or direct mail, few have reached their full international growth potential using a single-oar approach. When you rely on a mix of vehicles, you can strengthen response for each channel employed, especially when you include two or more of mail, periodicals, telemarketing, radio/television, package inserts, card decks, Internet or e-commerce. From years of experience in the domestic marketplace, we know that appropriate use

Catalog and Direct Selling: Punch Up Your Product’s Resume
July 1, 2004

Turn a good idea into a best seller Every product is like a job seeker. A product has a resume; it interviews each time it’s shown on a catalog page or Web site; and if it presents its qualifications properly, it has a good chance of closing the deal for the salary … er, price … it demands. So how do you give your product the edge in a market filled with similarly qualified products? The same way you do in the business world: Network your way in the door, present a killer resume and nail the interview cold. Get in the Door If

Catalog and Direct Selling: Say Thank You
May 1, 2004

18 ideas to build loyalty by thanking your customers We’ve all been taught to be polite and to say thank you when people go out of their way on our behalf. So why is it that many companies have not transferred this desirable characteristic to their marketing plans? Think about it. Your customers have trusted you. They’ve chosen to spend their hard-earned money with you—even in times of economic hardship. Have you taken the time and energy to thank them? Really thank them? For a thank-you to truly resonate, consider the following: • It must be relevant and specific. The more generic your

Catalog and Direct Selling: Improve Your Catalog Inch by Inch
April 1, 2004

Find creative gems in a SQUINCH. Successful catalogers know how powerful a square-inch analysis (SQUINCH) can be, but few analyze anything beyond a merchandising plan. In truth, once the data has been placed into a SQUINCH format, incredible nuggets can be gleaned from different reports that can shape your creative efforts. The following is a checklist of the obvious and not-so-obvious gems waiting to be found in your SQUINCH. The Obvious 1. Build powerful cover treatments by taking advantage of your best-selling products, especially those that garner high demand. With seconds to grab attention and draw customers into your catalog, use best sellers on

Catalog and Direct Selling: Crossing the Channel
March 1, 2004

Dos and Donts for Cross-channel Offers Simply put, a cross-channel offer is a way to entice customers who have made a purchase in one channel (e.g., catalog, retail, Internet) to make a subsequent purchase in a different channel. Why would you want to do this? Analysis continues to prove that cross-channel shoppers are much more profitable than single-channel shoppers. Since most company operating systems (call center, order entry, marketing database) were developed prior to the information superhighway, marketers have made their share of mistakes pioneering the Internet. To avoid repeating their mishaps, here are a few do’s and don’ts to consider before you

Editor’s Notes: Mighty Media Pairings
March 1, 2004

Forcing your direct mail package or free-standing insert into the cold, harsh world by itself is not the truest path to success in this brave, new age of direct marketing. Rather, enterprising companies continue to discover the effectiveness of channel integration to optimize response. For example, a shopping trip to the GAP Web site during last year’s holiday season revealed a smart cross-over strategy for turning the company’s TV commercials into Web sales. Instead of making visitors hunt high and low on its site to find, say, the sweater actress Amanda Peet modeled in the commercials, the GAP made a special section featuring this