A List Dilemma to Ponder
Some time ago I was the GM for a catalog division of a larger company. Our list broker made a recommendation to me that was the subject of some debate within my company. I wanted to share it with you since it was a great learning experience for me.
To set the stage, we were the number-two company in our particular niche of clothing accessories. You couldn’t really call us an apparel company, but we certainly had products that helped our market accessorize. There were three major players in the market, plus some smaller companies that weren’t really direct competitors (mostly re-sellers of the top brands).
- People:
- Jim Gilbert
Jim Gilbert has had a storied career in direct and digital marketing resulting in a burning desire to tell stories that educate, inform, and inspire marketers to new heights of success.
After years of marketing consulting, Jim decided it was time to “put his money where his mouth was" and build his own e-commerce company, Premo Natural Products, with its flagship product, Premo Guard Bed Bug & Mite Sprays. Premo in its second year is poised to eclipse 100 percent growth.
Jim has been writing for Target Marketing Group since 2006, first on the pages of Catalog Success Magazine, then as the first blogger for its online division. Jim continues to write for Total Retail.
Along the way, Jim has led the Florida Direct Marketing Association as their Marketing Chair and then three-term President, been an Adjunct Professor of Direct and Digital marketing for Miami International University, and created a lecture series, “The 9 Immutable Laws of Social Media Marketing,” which he has presented across the country at conferences and universities.
