Making Space Ads Work
Your Clock Is Ticking
Speedy fulfillment is critical to the success of any space ad program. Recently, I requested catalogs from 12 different catalog companies as shown in the chart below. It took from 16 to 36 days for me to receive the catalogs I requested. Amazingly, a month after calling the various 800 numbers, I had received only three of the 12 catalogs I requested. Without a good catalog fulfillment plan in place, your space ad program is of little value. You’ll waste a great deal of money.
- 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.
