Archive for 'Direct Marketing'
Posted on 13. Mar, 2012 by Jon Bird.
Tweet The traditional catalogue promotional cycle is a dangerous treadmill to be on, particularly in this new retail era. An advertising vehicle that starts out as a servant to the business quickly becomes master. Instead of focusing on creating real and relevant reasons for customers to consider your store or website, the catalogue program itself [...]
Posted on 15. Nov, 2009 by Jon Bird.
Tweet OK, time to take a break. Grab a coffee, minimise that Excel spreadsheet and get ready to be entertained for a minute or two. I’ll throw in a little bit of analysis, just so you still feel you’re getting something out of reading this column. But between you and me, this week’s really just [...]
Posted on 18. Oct, 2009 by Jon Bird.
Tweet We’re about to enter that time of year when mailboxes groan under the combined weight of Christmas catalogues and flyers, and newspapers strain to contain a panoply of glossy inserts. And so the question must be asked: what good is all that effort? Are retailers just going through the motions because “that’s what we [...]
Posted on 31. Mar, 2009 by Jon Bird.
Tweet Out on store visits last week, I was struck by K-Mart’s latest promotion for Mother’s Day – “buy one item of women’s or men’s clothing or footwear and get 60% off a second.” 60% off! Aside from the deceptiveness of the offer (the reality is the customer is actually getting 30% off her total [...]