Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
Is Touchy-Feely Customer Research the Way to Go? March 23, 2006: Vol. 2, Issue No. 23 IN THE NEWS Best Buy thinks outside the big box In several concept stores located in the Midwest, Best Buy is gathering data about consumer behavior in retail outlets that are quite different from the "big box" stores normally associated with America's largest consumer electronics retailer. The new stores, with names like Eq-life, Studio d and Escape, are helping Best Buy understand how to improve the shopping experience of a new class of technology buyers. —Tom Krazit, C/Netnews.com, March 21, 2006 Brad Anderson is CEO of Best
Why coddle lousy customers? Oct. 18, 2005: Vol. 1, Issue No. 40 IN THE NEWS Sears adds 15 percent restocking fee on some items --By Wendy Tanaka The Philadelphia Inquirer, Oct. 14, 2005 red·line Function: verb intransitive senses: to withhold home-loan funds or insurance from neighborhoods considered poor economic risks transitive senses: to discriminate against in housing or insurance --Merriam-Webster OnLine In many American upmarket suburbs is an unwritten agreement among realtors that homes for sale or rent will not be shown or offered to minority families. This is a form of discrimination called redlining. Redlining is a fact of life in direct
By Denny Hatch "You can't cheat an honest man. Never give a sucker an even break or smarten up a chump." —W.C. Fields In many American upmarket suburbs there's an unwritten agreement among realtors that homes for sale or rent will not be shown or offered to minority families. This is a form of discrimination called redlining. In point of fact, all successful direct marketing is based on redlining—not offering a product or service to undesirable prospects and customers. Examples: Premium bandits. This is consultant Bob Doscher's term for chiselers who join book and record clubs, or subscribe to magazines, to collect
Good Luck With the Hispanic market! By Lois K. Geller As I find our agency doing more work in Spanish for markets in South America, I've been "noodling" over the potential of the Hispanic market here in the United States. So I asked someone from my office to buy a few Spanish-language magazines and newspapers today. She came back with People en Español, Vogue en Español, Vanidades, Architectural Digest en Español and El Diario. There were plenty more on the newsstand, but she ran out of cash. Apparently, there's no shortage of ways to reach Spanish-speaking prospects and, judging by the people I