Multichannel Marketing: Tamke Offers Array of Marketing Tips for Rookies

1. Understand your target customer. Know who she is, what she likes, where she shops, her age, where she lives, what she reads and, most importantly, what she has bought and whether she shops direct.

2. Measure performance. Gauge the following factors to increase efficiency: response rate (“the bigger the reach, the bigger the opportunity,” Tamke said); average order size (measure of commitment); sales per catalog (measure of efficiency); and cost per new customer (how much can you afford to pay for a new customer).