A Look Inside Appleseed’s World and Its Customers’ World

In her session, Spofford focused on her efforts with Appleseed’s and The Tog Shop. Her “five factors” provide a neat capsule of how the company has been able to fully understand its customers and market to them.

1. Focus on your core customer. “Know their hearts and minds,” she said. “Direct marketers have so much rich and wonderful data at their fingertips. But it’s often internal data and how your file’s doing, and less about the external marketplace and potential customers for you.”