January 03, 2010

Dear Catalog CEOs: How Can Kevin Help In 2010?

Dear Catalog CEOs:

Many of you have a fresh marketing budget for 2010, and you're saying to yourself "I've read a lot of Kevin's content, but what can he actually do to help a cataloger like us?"

Below, I outline what the most commonly requested Catalog CEO project looks like. Contact me if you are interested in a project that looks like this (most projects have both components ... budgeting and filtering --- project costs are based on twelve month customers, cheaper for small businesses, more expensive for Wal-Mart).

  • Budget Analysis: You send me at least three years of customer transactions and annual marketing spend by marketing channel. I show you how customers who respond to e-mail marketing evolve over time ... or paid search, or affiliate marketing, or the different catalog titles you mail. I provide you with a spreadsheet that you can use to see how to allocate advertising investment across marketing channels (as well as retention/acquisition mix) over the next five years, in order to have the most profitable catalog business over the long-run.

  • Filtering Analysis: In this analysis, I identify how "catalog loyal" every single customer is in your database. I will identify customers who no longer require a steady diet of catalog marketing. You send those customers fewer catalogs, and you become far more profitable as a result. Or, in some cases, I identify customers who need to receive more catalogs. I don't care what the result is (more/less), I only care that you are more profitable. You can implement the results of the filtering analysis in-house, via your database vendor, or you can have me update the results for you on a periodic basis. The outcome of many filtering projects results in cost savings that can be pocketed, or can be applied to experimentation across various online marketing strategies.

How The Great Eight Fit Into This Story

Get your digital copy of Hillstrom's Total Package for just $0.99 ... it's virtually free !! Remember what I call the "G...