Contributions to Profit: Plan for 2007, Part II
Also, consider your brand and its image in your promotion and offer development. Ask yourself, “Do I want to be a promotionally driven company? How will my prospects interpret that?”
In the catalog business, merchandise often is the offer, especially in higher-end catalogs. The more promotionally driven you are on the front end, the more you’ll need to be on the back end. Customers who initially look for a promotion to try your products, could be looking for additional stimulation in the future. So your single to multibuyer conversion ratios need to be monitored carefully.
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.
