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Simplifying Your Catalog Selections: House File Modeling

Have you ever heard the phrase, “work smarter, not harder?” Do you typically spend hours making your mail selects for each drop, using the traditional RFM approach? One way of reducing the time it takes to make final mail selections is by using a house file scoring system. This system converts the variables you typically Read More Simplifying Your Catalog Selections: House File Modeling

Million Dollar Multis

Want to make a quick million? Sure you do! I’ll tell you how. And no, I’m not a scammer. Over and over again, when CohereOne completes a best practice review of the marketing program of a mid-size catalog company, we find an easy fix that delivers $1,000,000+ dollars straight to the bottom line. In this case, Read More Million Dollar Multis

Summer To-Do List: Deep Work with a Beach Ball

In my closing session at last month’s CohereOne Integrated Marketing Summit, I shared several concepts from authors’ work whose messages have significantly influenced my strategic branding work.  In case you missed the Summit (a wonderful gathering of curious, smart and growth-oriented marketers, merchants and creatives!), may I suggest you add this excellent and thought-provoking book Read More Summer To-Do List: Deep Work with a Beach Ball

Engage and Integrate Facebook Into Your Marketing Plans

Obviously, Facebook needs no introduction! Not only has it survived, but it has thrived. Today, Facebook has 1.8 billion active audience members and has become the largest and most popular social network. Because of this massive user base that uses every type of content distribution, it’s one of the most heavily used social platforms in Read More Engage and Integrate Facebook Into Your Marketing Plans

It’s All About the Product!

Last month I attended the NEMOA (National eTailing and Mailing Organization of America) conference in Boston. They celebrated their 70th anniversary, which is quite an accomplishment for a conference these days. Like most marketing conferences today the sessions focused heavily on email, digital, and social marketing. The final session included panelists sharing their ideas on Read More It’s All About the Product!

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

Attention Retailers: Be Mindful of Your Moments

In less than six weeks, this retail holiday season will be over. The season you and your brand leaders have strategized, forecasted, sweated over and meticulously orchestrated. No doubt, right now all hands are on deck as calls, orders and customers walk through your doors or enter your web portals. I wish you well. I Read More Attention Retailers: Be Mindful of Your Moments

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!