David Oreck

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.

Grandpa Bill is on the hill With someone he just married. There he is at ninety-three, Doin’ what comes naturally. —Irving Berlin, Annie Get Your Gun, 1946 On Dec. 29, 2006, my wife, Peggy, and I had just made a shopping list for the New Year’s Eve dinner that we would be serving. The centerpiece was to be a standing rib roast. The following morning, I opened the The New York Times and came across a story by Andrew Pollack and Andrew Martin titled, “F.D.A. Says Food From Cloned Animals is Safe.” The most disturbing paragraph: Opponents hope to bring Congressional pressure to bear

Think Before You Act Feb. 2, 2006: Vol. 2, Issue No. 9 IN THE NEWS Multimedia Launch of 'Bubble' Gets Mixed Response An experiment in launching a movie almost simultaneously in the cinema, on cable television and on DVD attracted few theater-goers, although the film has done well in DVD orders, according to its makers. —Sarah McBride, The Wall Street Journal, Jan. 30, 2006 In the film world, the time-honored sequence for release of a new movie is theater distribution first, followed by DVDs for purchase and rental, and finally presentation on cable or network TV. "Bubble" is a low-budget thriller directed by

Who Speaks for Your Company? The new General Motors strategy of offering employee pricing on all new models resulted in a 47-percent sales increase in June. Ford promptly followed suit. Chrysler went them both one better by not only offering employee discounts but bringing back Lee Iacocca--the man who saved the company in 1982 and became its spokesman--to do the TV commercials, complete with the line he made famous, "If you can find a better car, buy it." In 1955 Ogilvy & Mather dreamed up the idea of using the CEO of Schweppes USA, the elegant, bearded Commander Edward Whitehead, as the centerpiece of

By Denny Hatch Where channel integration means a sales and marketing network that never rests. You have to be in awe of a company that opened its doors in 1987 and ended 2002 with 26 patents, 321 retail outlets, 25,000 testimonials from happy customers, net sales of $335.8 million and a dazzling stock performance in what can only be called a bungee-jumping market. The company is Select Comfort, headquartered in Minneapolis, manufacturer of beds that encompass a revolutionary design and blessed with a marketing team that rivals the legendary David Oreck and the wizards of Bose. About the Interview That Follows Noel

You're David Oreck. You manufacture and sell the best, lightest, most rugged and efficient vacuum cleaner ever designed. It is in use by more than 50,000 hotels worldwide—from the elegant Windsor Court in New Orleans to the Holiday Inn in Seattle. It's a truly great product; every home and office in America should have one. Your message to the consumer: Take the Oreck challenge. Send for my Oreck-XL for a 15-day free trial. When it arrives, clean all your rugs and carpets with your current vacuum cleaner. Then go over them again with my Oreck-XL, look in the bag and

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