Making Space Ads Work
We are a society bent on instant gratification. We order an item from a catalog today and we expect it tomorrow (or within a few days, anyway). Fulfilling inquiries quickly is essential to a successful space ad campaign. There are companies that specialize in fulfilling catalog requests for catalog companies, which you might want to consider. Too many times, the fulfillment of inquiries internally is not a high priority, as you can see from our charts. Two of the catalogs we did receive were from companies that use an outside firm for fulfillment.
- Companies:
- Lett Direct Inc.
Steve Lett graduated from Indiana University in 1970 and immediately began his 50-year career in Direct Marketing; mainly catalogs.
Steve spent the first 25 years of his career in executive level positions at both consumer and business-to-business companies. The next 25 years have been with Lett Direct, Inc., the company Steve founded in early 1995. Lett Direct, Inc., is a catalog and internet consulting firm specializing in circulation planning, plan execution, analysis and digital marketing (Google Premier Partner).
Steve has served on the Ethics Committee of the Direct Marketing Association (DMA) and on a number of company boards, both public and private. He served on the Board of the ACMA. He has been the subject of two Harvard Business School case studies. He is the author of a book, Strategic Catalog Marketing. Steve is a past Chairman of both the Catalog Council and Business Mail Council of the DMA. He spent a few years teaching Direct Marketing at Indiana University in Bloomington, Indiana.
You can contact Steve at stevelett@lettdirect.com.
