In a session during last week’s NEMOA conference in Portland, Maine, Lois Boyle, president/chief creative officer at catalog consulting firm J. Schmid & Assocs., said that the customer experience is the key factor in developing a successful catalog company. Stressing that in today’s world you’re more in competition with consumers’ time than with their pocketbooks, Boyle provided a few ways to help your catalog break through the clutter of everyday life. Included below are four of those tips: 1. Develop a schemata (customer’s frame of reference). Calling it the “curse of knowledge,” Boyle said that many catalogers know too much. “We get so close
Harley-Davidson, Inc.
Recent corporate financial scandals have called into question the quality of corporate earnings. Just because we don’t often hear about companies that thrive via positive, healthy, organic growth — by growing their customer base, creating new products and mastering operational efficiency — doesn’t mean they don’t exist. They do. What’s more, these companies convincingly demonstrate that you can be a high-performance organic growth company without resorting to accounting and earnings manipulations and without commoditizing and devaluing your employees. So what’s necessary if you want to grow a successful big business organically? Below are the three keys to successful growth and a few examples of
Harley-Davidson dealers customize retail traffic-builders It's summer, and while most people troop around in shorts and tees, motorcyclists take to the roads in perforated leather and nylon mesh. In the motorcycling market, Harley-Davidson stands out with its Motorclothes line. Customer brand loyalty is strong, as the Web site (www.harley-davidson.com) reminds us: "It's one thing to have people buy your products. It's another for them to tattoo your name on their body." Harley-Davidson, headquartered in Milwaukee, WI, was incorporated in 1903 but started mailing catalogs only 10 years ago. This year Harley will mail an annual core book of over 100