Dave

For decades, we have all heard the expression that there is no such thing as bad press. This is wrong. Perhaps that may have been true 20 years ago, but things are different now. The Internet can be a cruel mistress, and thanks to the whims of a socially connected world, even a little faux pas can turn a minor issue into a major one. Occasionally things that are taken out of context or misconstrued can become a defining factor for an individual or a group, usually unfairly. This is not one of those times.

In his position as vice president of direct channel marketing for The Holmes Group, a wholly owned subsidiary of the Jarden Corp., David Sarlitto oversees almost all of the multibrand company’s direct channels, including DRTV. During the last few years, Sarlitto has seen DRTV prove its worth by bringing in direct revenue and driving retail sales of the manufacturer’s brands, which include Rival, Crock-Pot and Bionaire. Target Marketing spoke with Sarlitto, who shared some of his insight into what it takes to make DRTV work. Target Marketing: One of the challenges in today’s multichannel environment is measuring the effect one channel has on another. How

Does Your Web Site Pass Muster? By Brian Howard The dot-com crash notwithstanding, your Web presence should be part of your business plan, regardless of your business goals. Sure, it comes with all sorts of problems, but no other tool is as adept at task-accomplishment. And no channel provides anywhere near the wealth of analytic data. But since the Web is still a relatively new medium, there is no shortage of models and postulates for how to run a site. Spend any time on the Web and you'll find that many of them are dead wrong. Like most companies with a Web

By Brian Howard The dot-com crash notwithstanding, your Web presence should be part of your business plan, regardless of your business goals. Sure, it comes with all sorts of problems, but no other tool is as adept at task-accomplishment. And no channel provides anywhere near the wealth of analytic data. But since the Web is still a relatively new medium, there is no shortage of models and postulates for how to run a site. Spend any time on the Web and you'll find that many of them are dead wrong. Like most companies with a Web site, you probably could be doing a

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