by Steve Lett | Jan 31, 2024 | Blog
Catalog circulation planning has changed forever. Significant changes have occurred making it more difficult to plan. Previous proven methods may no longer be effective. It is all about multichannel marketing today. The key to success is knowing how to use your...
by Steve Lett | Jan 31, 2024 | Blog
My entire career since graduating from Indiana University in 1971 has been devoted to catalogs. There have been good and off years. However, I can honestly say that this is the most difficult and challenging year I have seen. Gas prices, consumer debt and the National...
by Steve Lett | Jan 31, 2024 | Blog
There is a tendency to think web buyers don’t need to be mailed at all. Or, not as much as catalog buyers regardless of their R-F-M. It is easy to jump to the conclusion not to mail web buyers as a way to save money by circulating fewer catalogs. I feel there is a...
by Steve Lett | Jan 31, 2024 | Blog
I am optimistic that 2009 will be a better year for catalogers and on-line merchants even thought the experts say the recovery will be gradual. There are bright spots within given merchandise categories. For example, the religious goods, pet and hobby markets are all...
by Steve Lett | Jan 30, 2024 | Blog
Promotional strategy differs from the house file vs. prospects vs. the web. It also varies from 1x only to 2 and more time buyers. For example, offers to prospects (non-buyers) need to be more aggressive in order for them to bite. The same is true for the web where...
