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Category Archives: Direct marketing
Major League Baseball’s new rules – A multivariate test that’s doomed to fail
Direct marketers (a group of which I am a proud member) are very familiar with the concept of multivariate testing. For those who may not be completely familiar, multivariate testing is a process by which more than one component or … Continue reading
Posted in Baseball, Direct marketing
Tagged A/B testing, Baseball', Marketing testing, Multivariate Testing
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Can brands be built concurrent with taking day-to-day orders?
When it comes to marketing, I am first and foremost a direct marketer. In today’s language – I am a D-T-C proponent and advocate. Over the years I’ve worked with companies that have cared little about their brand identity (just … Continue reading
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
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
Posted in Advertising, Direct marketing, Direct response, Direct Response Television, Entrepreneurship
Tagged CBS Chairman, Digital advertising, Dollar Share, DTC marketing, Four hour work week, Harry's Razors, Lillian Vernon, Ripplewood Holdings, Strauss Zelnick, Tim Ferris, Warby Parker, What happened to Les Moonves
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The Direct-to-Retail model is fading away
If you know anything about direct response marketing, you know that it’s been around for awhile, is currently the rage, and looks and behaves little like it did just ten years ago. In 2008 direct mail had already taken several … Continue reading
Direct Sales and Direct Response – they are not the same thing
Should you market your great new product or service via retailers or sell direct to the consumer? That’s a question that gets asked every time an entrepreneur considers how to bring their product or service to market. On one hand, … Continue reading
Dollar Shave again shows the power of direct marketing
My eyes opened wide when I saw the news last week that Dollar Shave Club was sold to packaged goods giant Unilever for $1B. I knew Dollar Shave was disruptive and a fairly new company (five years old). I did … Continue reading
Sirius XM – Are they serious?
Having recently completed a 3,650-mile drive (that’s nearly 5,900 kilometers for my non-U.S. readers) over a three-week period, I was thankful for the ‘free’ trial offered by Sirius XM Satellite radio. It’s the second free trial for the car I … Continue reading
Posted in Direct marketing, Satellite radio
Tagged Free trials, Satellite radio, Sirius, Sirius XM, Spotify, Subscription radio
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Experienced direct mail professionals should make great internet marketers
I went to see a good friend participate as a panelist at a local direct marketing association HVDMA business lunch today. I was a member of the association for a number of years and generally enjoyed seeing and talking with … Continue reading
Lending e-books should be easier
I recently finished a book called The Martian a debut novel by Andrew Weir and enjoyed it very much. In fact I told a number of people about it and many of them seemed interested. Before e-books I would have … Continue reading
The Way I See It - Mark Kolier 