I made my bones in the repeat sales business—book clubs and continuity series. Show some cleavage and leg (e.g., give away Volume 1 FREE! or 4 books for $1—no obligation, no risk), suck in the customers and keep on delighting them month-after-month.
When was the last time you checked your copy's grade level reading scores? American's reading ability is declining. And you could be writing over your prospective customer's ability to understand your message. In the U.S., average reading levels are at about the eighth grade level. But 1-in-5 U.S. adults read below a fifth grade level. And surprisingly, 14 percent of U.S. adults can't read
"Can I help you find what you're looking for?" Ah yes, the classic go-to pickup line of brick-and-mortar retail employees. But we're well into the digital age, and for all the pop-ups we may experience online, there never seems to be a true digital equivalent to the meandering assistant.
Direct marketers have an advantage over many other marketers in that they know measurement matters. So why does data bore marketers, asks Heather Fletcher, senior editor of Target Marketing, during DMA2014 in San Diego. Chuck McLeester, a marketing consultant and Target Marketing blogger, chooses to answer the question differently, first changing out the word "bore."
Best practices for keeping effective print campaigns in place by printing smarter, and making programs more efficient and profitable.
Smartphones will be a much bigger deal this year, but marketers don't have mobile sites ready for shopping—let alone buying. More e-commerce marketers will price products to compete with Amazon. Consumers will be more wary of data breaches that just keep on coming from every direction—the latest may be the one announced on Monday by Yahoo.
Urban Outfitters sold a "bloody," hole-filled "vintage" Kent State University sweatshirt until Monday. While it's possible some Americans may not know about Kent State, the massacre is burned into my mind and I wasn't even alive when it happened. In 1970, four unarmed students who had been protesting the Vietnam War were gunned down by Ohio National Guard troops who fired into the crowd. So many iconic images and still-popular songs resulted from the shootings that employees at Urban Outfitters shouldn't have even had to open a history book to understand why selling that sweatshirt was offensive. Then there's also the fact that the company is based in Philadelphia—in a state that shares a border with Ohio.
About 30 years ago, Paul Simon wrote a song entitled "One-Trick Pony." The song describes a performing pony that has learned only one trick, and he succeeds or fails with the audience based on how well he executes it. As Simon conveys in the lyrics: "He's got one trick to last a lifetime. It's the principal source of his revenue."