Category Archives: Advertising

Direct response has to go beyond ‘just get the order’

In the classic sense, direct response has always been about getting the first order, meeting or beating breakeven, then keeping that new customer in the funnel long enough to actually make a profit. Keeping customers in for a couple of … Continue reading

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Direct-to-Consumer marketing is not as easy as it might seem

I’ve been involved with DTC for a large part of my career.   I met and did some business with Lillian Vernon a good number of years ago, and if you don’t know her or her company you might find that … Continue reading

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An Agency guy’s confession – No tears for Papa John’s

As a business consultancy and marketing agency I’ve had occasion to work with many different and mostly great clients. In the biz, you’re not supposed to talk about client relationships other than to say how great your clients are and … Continue reading

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Man Bites Dove –A dessert so good it needs no advertising

I am thinking about ice cream and not only because we’re past Memorial Day here in the U.S, which is the unofficial beginning of summer… I just really love ice cream, but I also know that ice cream is a … Continue reading

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What if our agency prefers not to specialize?

My business partner and I run a small marketing and advertising ‘shop’ with an office on Madison Avenue. Yes we’re Mad Men. Ok that’s out of the way. We’re successful and have been growing our business over the past few … Continue reading

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‘Please don’t litter’ – a marketing success story

Back in the day (that is when I was much younger), littering was a notable problem in the United States. There were seemingly constant campaigns delivered under the ‘Keep America Beautiful’ organization banner. The crying American Indian “Iron Eyes Cody”: … Continue reading

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Gap learns a few things from Zara – me too

I read a very interesting article in this week’s Wall Street Journal – As Gap Struggles, Its Analytical CEO Prizes Data Over Design Khadeeja Safdar’s November 28th WSJ article: I was quite surprised to learn that in terms of market … Continue reading

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