Profile of Success: Keeping His Head Above Water
John Doheny scales back to keep his family’s pool supplies business profitable
CS: Have the rising costs of mailing catalogs forced Water Warehouse to invest more in online marketing initiatives?
JD: We’ve cut many expenses on the print side and enhanced our circ strategy, so any future savings is limited on that side. All current investment is going into our Web marketing plan of e-mail, search and Web content, among other things. We feel this shift will only continue to accelerate as people go to the Web first for many routine purchases.
- People:
- John Doheny
- Places:
- Kenosha, Wis.
- Midwest
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