It’s Wednesday, August 16, at 9:30 in the morning, and all eyes in the room of List Vision attendees are glued on speaker Don Libey, partly because he’s sweating like a glass of iced tea on a hot Iowa afternoon and mostly because he’s systematically laying out the direction this industry will take over the next decade. Libey, who is principal of direct marketing consultancy Libey Incorporated, does not believe in mincing his words, and so he’s earned a reputation as being an extremist. What that means, in truth, is that most people don’t want to fully accept that his theories might be true
Last year the concept of local marketing entered my radar screen via consultant Don Libey. He spoke at a Direct Marketing Idea Exchange luncheon about the opportunity for direct marketers to reach out to companies and consumers on a local level to promote the benefits of buying remotely. For example, companies could target purchasing department heads with offers that are directly competitive to those used by nearby big box retailers. Overall, it doesn’t appear that this concept has taken root in the direct marketing world, unless you consider the expansion of catalog companies into the retail sector. But, as Libey’s latest report notes, at
By Hallie Mummert I would rather be part of the postal reform commission than determine whether all sales channels should be taxed. How certain can one be that taxing all offline and online purchases will not have a dampening effect on overall sales? I'm sure industry associations and direct marketers just hope the issue will go away or that someone else will step in to represent their interests. After all, Quill successfully fought off an attack in 1992, when the states wanted to remove nexus from the sales tax equation for direct marketers. The B-to-B cataloger was able to argue that
According to strategist and consultant Don Libey, of Libey-Concordia, prospects and consumers have just three concerns when it comes to evaluating a catalog: 1) What's new; 2) Where is what I want; and 3) How much does it cost? If your catalog answers these questions, you have satisfied nearly 100 percent of the recipients' needs.
By Hallie Mummert Change is afoot, I'm reminded with almost every news story I read in the general press. A speech delivered by consultant Don Libey at a recent Direct Marketing Idea Exchange meeting further convinced me. While Libey is always histrionic when showcasing his ideas, he does not fail to leave his audience with food for thought. In fact, his talk brought perspective to a few events I had been trying to make sense of recently. For one, there's the deal made by Wal-Mart, Target and Toys R Us with 38 states and the District of Columbia to charge sales tax on orders