Case Study: Brooks Brothers on the Cutting Edge
Brooks Brothers has been on the cutting edge since 1818
Prospecting is done via special offers to a geographically selected universe (with existing customers merge/purged out) and via Abacus which, Friedman says (echoing other catalogers I have talked to) is very effective, but only when you push the company hard.
In addition, Brooks Brothers does a modest amount of space advertising.
- Companies:
- Barneys New York
- Brooks Brothers
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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