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Category Archives: Direct marketing
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
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
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
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
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
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
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
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
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