Add a Million to Your Bottom Line

Most catalog companies today waste thousands of dollars, if not millions, in over mailing catalogs to their customers and prospects. Most industry pundits who make this observation simply recommend eliminating mailings to those buyers that they deem responsive to digital marketing or to less responsive segments. Such reductions often result in significant loss of sales, Read More Add a Million to Your Bottom Line

Are You a Savvy Retail Marketer?

Sophisticated Print Traveling the country, attending conferences, as well as speaking with clients and colleagues, I’m hearing a common refrain relating to catalog and direct mail: The pendulum is swinging back towards print. While it’s true more brands are finding new ROI opportunities from incorporating direct mail and catalog into the modern marketing mix, I Read More Are You a Savvy Retail Marketer?

What Lies Ahead for 2018

2018 is going to be a transformative and disruptive year. It’s clear that tectonic plates are moving in interesting ways, and these shifts favor digitally-savvy consumers and brands. Furthermore, unprecedented levels of new retail and technology startup activity flooding the market underscores the reality of today’s disruption economy. Industries that have operated in predictable fashion Read More What Lies Ahead for 2018

Age of Amazon: The New Reality of Marketing Strategy, Audience Development, and Merchandising

As we head into 2017, it’s more apparent than ever that a paradigm shift is occurring. While catalog and direct mail continues to experience a resurgence, we are entering a new reality where many of the older, standard catalog and direct mail list and circulation practices are increasingly being overshadowed by Amazon and the Amazon Read More Age of Amazon: The New Reality of Marketing Strategy, Audience Development, and Merchandising

Great Retailers Have Great Merchants

I recently read an article in the Wall Street Journal, titled: “Data Pushes Aside Chief Merchants”?  The article reported that “intuition is being displaced by algorithms,” and that a new breed of chief merchant is being hired by large companies such as Kohl’s, Target, and Walmart.  The new merchant is more likely to have come Read More Great Retailers Have Great Merchants

Thriving in the Jungle

On Sunday morning, I was relaxing with my cup of joe when the doorbell rang. I was surprised to see the USPS at my door delivering the three mixing bowls I had ordered from Amazon on Friday afternoon with “one click.” Wow! Unbelievable! While I was pleased that I could use new cookware for Sunday Read More Thriving in the Jungle

Drivers and Catchers; As different as Apples and Oranges!

Drivers (Catalog, Email, Search) and Catchers (Store, Web, Phone) – the distinction between drivers and catchers and why understanding the difference is important The key to running any marketing-driven endeavor is to deploy marketing dollars to the best advantage of the business.  While this statement is simple, the task has become increasingly complex as more Read More Drivers and Catchers; As different as Apples and Oranges!

Pure Plays in the Postal World – What to Know

More and more, we at CohereOne are engaging with companies who are new to the postal world. Many are running successful direct businesses by employing first class digital marketing and have experienced tremendous growth over the years. Eventually that digital universe tends to hit a wall, and no matter how much more money they throw Read More Pure Plays in the Postal World – What to Know

A View from the Marketing Trenches – “C’mon Man!”

For those of you who follow NFL on ESPN, they started doing segments where the commentators show a clip from the past week where a player often is caught doing a really dumb thing, followed by the expression, “c’mon man!” In my thirty years of direct marketing, I have witnessed some legendary mistakes, goof ups, Read More A View from the Marketing Trenches – “C’mon Man!”