tag:blogger.com,1999:blog-32202893.post2790639030013865913..comments2023-10-18T08:32:17.510-07:00Comments on Kevin Hillstrom: MineThatData: Modern Catalog MarketingUnknownnoreply@blogger.comBlogger3125tag:blogger.com,1999:blog-32202893.post-79678146395886379462009-03-23T19:48:00.000-07:002009-03-23T19:48:00.000-07:00I wouldn't link to your stuff, Mr. Gilbert, unless...I wouldn't link to your stuff, Mr. Gilbert, unless you offered good advice with a very kind and helpful tone. Well done!<BR/><BR/>Jay --- thanks for your two cents, feel free to toss in a dollar from time to time!MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-67509105777412098892009-03-23T14:21:00.000-07:002009-03-23T14:21:00.000-07:00Good post. I would argue that in most industries c...Good post. I would argue that in <I>most</I> industries catalog prospecting for new customers is already dead. That doesn't mean all companies have realized this, but the costs are obscene.<BR/><BR/>Most companies still doing it are using a matchback technique that essentially co-opts web and retail dollars to justify the catalog (or organic dollars per your argument). Catalogs essentially become (where needed) a more expensive version of email that only works for a certain customer (just like email, but a different customer). <BR/><BR/>This is the first time I've heard your point: "Are we in business because we love selling merchandise, or are we in business because we love producing catalogs?" This is dead-on. And this is the problem that many, many companies are facing. <BR/><BR/>My two cents,<BR/>JayUnknownhttps://www.blogger.com/profile/06266494991872055375noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-5089424419539777882009-03-23T14:05:00.000-07:002009-03-23T14:05:00.000-07:00You know Kevin, characterizing me as a "traditiona...You know Kevin, characterizing me as a "traditional" cataloger is defamation of character!<BR/><BR/>Seriously, even an old school mind like mine has to agree with your theories about the future of cataloging. I agree 100%. Especially your question "Are we in business because we love selling merchandise, or are we in business because we love producing catalogs?"<BR/><BR/>Lots of folks love the design and creative process. Many don't follow the 40/40/20 rule and concentrate their time on lists and merchandise (the 40% and 40%) and spend too much time on their beautifully branded, cocktail masterpiece catalog, which should only get 20% of the effort. <BR/><BR/>In the future, we'll get down to much more 1:1 granularity and personalization. We're behind the rest of the DM industry on that! <BR/><BR/>Well, thanks for calling me out in your column and linking to my blog. <BR/><BR/>Regards,<BR/>Jim Gilbert<BR/>jimdirect@aol.com<BR/>http://gilbertdirectmarketing.wordpress.com/Anonymousnoreply@blogger.com