Dear Catalog CEOs:
In Seattle, a long-time radio icon disappeared over the weekend ... 103.7 FM ("The Mountain"), which had already (and subtly) changed format more than a year ago, is gone.
Have you ever noticed how radio stations are not afraid to kill whatever they are doing, in search of ratings?
In Seattle alone, 98.9 changed from Smooth Jazz to "Click 98.9". 102.9 changed from Sports Radio to "Now Hits".
How often have you fundamentally changed your merchandise assortment? In radio, there's a big difference between The Eagles and Eagle Eye Cherry. But in cataloging, how often do we stray from our core merchandise assortment? How often are we willing to literally kill what we're doing, and start over, from scratch?
Radio stations are willing to blow things up, start over from scratch, and acquire new listeners, one at a time.
It's something worth thinking about, as you begin your post-Labor-Day path to Cyber Monday.
Buy the Kindle version for just $0.99 !! I worked with a new Chief Marketing Officer. This poor dude was in OVER HIS HEAD! He had...
RFM is great for targeting one catalog to one customer. However, RFM is tough to manage in a multichannel environment. This becomes clear ...
Look at the first four rows of our life table (values of 0/1/2/3). These are the first 12-15 weeks after a customer buys for the firs...
It's common for folks to measure cost per new customer. Total Marketing Cost = $10,000. Total New Customers = 130. Cost per New C...