Prospecting

PATIENT: "Doc, my small company needs to grow — even this year. But I don't want to branch out recklessly and try to be all things to all people. How can I grow my company, remain relevant, but not lose focus of our unique brand?" CATALOG DOCTOR: "It's possible for a small company to grow, even in today's economy. Look at expanding into new programs while improving existing programs as well. Here are prescriptions for both."

Online marketing technologies have advanced to the point where your e-commerce website should be a combination of engaging entertainment and DRTV-style hard sell. You're no longer limited to one-dimensional copy and still photos to merchandise your products. Today we have a plethora of rich media options to add sizzle to online communications and offerings. It's direct mail meets MTV.

With company-record net income of $58.4 million and sales gains of 15.2 percent (including comparable store sales rising 8.9 percent) for its fiscal year that ended Jan. 31, JoS. A. Bank was a rare 2008 success story.

Crutcheze.com Leans on Search 
for Growth; OfficeMax Targets Women With New Catalogs, Campaign; Sears, Penney 
Ramp Up Diverse, Seasonal Campaigns.

One of the most valued aspects of online marketing is advertisers’ ability to nimbly direct their campaigns through a constantly evolving cyber landscape. Unfortunately, feeling nimble doesn’t mean you are nimble, which leaves the old adage echoing in the rafters: “Failing to prepare is preparing to fail.”

Magazine Space Ads Grab New Names for Paul Fredrick; GreatSkin's Unique Affiliate Program Delivers Prospects; Zappos Turns to Magalogs for Leads.

Is Party City's E-Prospecting Too Old-School?; Postcard Mailings Provide Low-Cost Alternative for Oriental Trading; ProFlowers.com's Mother’s Day Promo Leaps From ESPN to Web

This year's economic retreat actually stands to help Gaiam, a product and information services company with a heavy emphasis on sustainability, position itself for greater growth in the near future.

The 71-year-old story of Kent, Wash.-based Recreational Equipment Inc. (REI), which sells camping and hiking equipment through catalogs, stores and the Web to customers who have the option to join its co-op, has taken a deliberate turn into the modern age.

Online marketing activities produce a cacophony of statistics: E-mail screams with information about open and clickthrough rates. Paid search demands that you focus on deliverability and clickthrough rates. Search engine optimization hounds you to build inbound links. The daily stream of numbers can be deafening, leaving you unsure of what to pay attention to. Yet the most important metric for the success of your online business lies quietly behind all this data.