By now, you've already read this article about paper prices going up (thanks DMNews) ... couple that with postage increases next year, and one might ask themselves a perfectly reasonable question?
What the heck are we doing?
In the article, one business leader mentioned that 10% of her sales revenue goes to postage expense.
Think about that for a moment.
What could we do with 10% of sales, year after year after year, how might we better reallocate that expense? Or even half of that expense?
This year, my phone has been ringing off the hook with requests for Multichannel Forensics projects, in anticipation of paper and postage increases. Some projects illustrate that, yes, you have to put paper in the mail to generate sales ... in fact, some projects suggest you need to mail more catalogs than ever (that's an interesting message to deliver to a CEO). More than half of the projects indicate that more than half of your sales happen without needing to put paper in the mail.
Take control of your profit and loss statement! Contact me for your own Multichannel Forensics analysis ... I'm taking requests for mid-October and early November projects as we speak. You will get your results in time to take action before the big postage increases happen next year.
Helping CEOs Understand How Customers Interact With Advertising, Products, Brands, and Channels
August 24, 2010
What The Heck Are We Doing?
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