Before Changing Your Business Model, Consult a Direct Marketer

 

BCS062906_ReadersResponse

Note: Denny Hatch personally replies to all correspondence. Readers respond to “Last Prankster Standing,” published June 28,2006, that described the great British graffitist, Banksy. Another delightful column! May I share with you an office prank that I once pulled off? As it is about direct mail, you may find it of amusement. About 10 years ago I was an Account Executive for the Seattle-based Domain Group. I worked from home in Northern Virginia on accounts generally around Washington and up to New York. I visited Seattle about once a month, but only a few of the more than 150 agency employees knew me except that


Before Changing Your Business Model, Consult a Direct Marketer

When the management of America’s largest retail jewelry chain, Zale Corp., imperiously decreed a sweeping business model change in the wake of flagging sales in 2004, it bombed big time. The company president, Mary Forté, was forced to resign and board member Betsy Burton, 55, billed as a “turnaround specialist,” was named interim CEO. In the aftermath of the disaster, Burton—with an MBA in marketing from the University of Chicago—made a pronouncement of major import: “You should never just roll something out that is not proven.” Duh. Direct Marketing 101 For years direct marketing was considered general advertising’s ugly, little step-sibling. It was never a business of glitz and