Monthly Archives: September 2008

Growth of Emerging Marketing Channels

September 26, 2008 – 4:15 am

With technology changing so rapidly, it’s often difficult to know what’s worth paying attention to and what’s not. A Forrester Research study of 300 interactive marketers, recently covered in DM News, reported what percent of companies surveyed were using new media as follows: (click headline for more)

By Val Gosset | Posted in Blogs, Online marketing, Social media | Leave a Comment

The Amazing Real-Time Impact of Three Blogs

September 24, 2008 – 4:15 am

Today, another case history from the fascinating book I’m reading on business blogging, Naked Conversations by Robert Scoble and Shel Israel. This one concerns the power of blogs to transform events in real time. In April 2002, Joe Nacchio, the CEO of Qwest Communications International, was speaking at a prestigious PC Forum industry conference. As […]

By Val Gosset | Posted in Blogs | Leave a Comment

How a Blog Increased Sales 300% in 10 Weeks

September 22, 2008 – 4:15 am

In my last post, I mentioned the terrific book I was reading on business blogging, Naked Conversations by Robert Scoble and Shel Israel. One of the many interesting case histories discussed is that of a Savile Row tailor, Thomas Mahon, who sells custom suits for as much as $4,000. Talk about a marketing challenge: Mahon’s potential market may be as few as 10,000 people, scattered in all corners of the globe, yet he faces the economic challenges of any other local merchant.

To serve his US clients, Mahon travels to New York a few times per year. If he sells two suits, he pays for the trip. With three, he covers his monthly costs. Sell five suits, and he’s ecstatic.

On Mahon’s December 2004 trip, he sold only two suits. After he bemoaned his luck to his friend Hugh MacLeod, a former advertising executive, MacLeod had a suggestion: MacLeod would start a blog about the tailor and his work.

Ten weeks after the blog launched, Mahon returned to New York. This time, he sold 20 suits and eight sport coats – more than his entire sales for the previous year.

What’s more, thanks to “meeting” a well-connected public relations executive through his blog, Mahon landed coverage in the Sunday New York Times magazine section and CNN. In ten weeks, Mahon’s business jumped 300%. Pretty dramatic, eh?

If blogging can do so much for such a specialized business, imagine what it can do for you.

If you’re curious, you can have a look at Mahon’s blog at http://www.englishcut.com.

By Val Gosset | Posted in Blogs | Leave a Comment

Best Book I’ve Read on Blogging

September 19, 2008 – 4:15 am

Hands down the best book I’ve read on blogging is Naked Conversations: How blogs are changing the way businesses talk with customers, by Robert Scoble and Shel Israel. I find myself recommending it over and over again to business owners who want to explore not how to blog, but whether and why they should.

The book contains one case history after another of companies large and small that started blogging, and what happened as a result.

Robert Scoble publishes the popular blog Scobleizer, which came to prominence during his tensure as technological evangelist at Microsoft. He currently publishes a video blog at Fast Company magazine. Shel Israel played a strategic role in introducing popular technology products such as PowerPoint, FileMaker and Sun Microsystems workstations. His blog, Global Neighbourhoods, “follows social media wherever it leads.”

Scoble and Israel are unabashed champions of blogging, for good reason. They explain why blogging is one of the best ways to secure high Google rankings…why it’s called “word of mouth on steroids”….and how blogging is turning the PR industry upside-down.

In upcoming blog posts, I’ll share a few case histories from this fascinating book.

By Val Gosset | Posted in Blogs | Tagged , , | Comments (4)

Welcome, Kinsman Garden!

September 17, 2008 – 4:15 am

I’m pleased to welcome Kinsman Garden of Pipersville, PA as a client. If you’re not familiar with Kinsman, do check out their web site or request their catalog. They sell all manner of unusual and innovative planters, garden ornaments, tools and more. I’m finding it very hard to refrain from shopping their catalog while working on their account!

By Val Gosset | Posted in Uncategorized | Leave a Comment

The (Questionable) Value of Encouraging Multi-Channel Buyers

September 15, 2008 – 4:15 am

I just read yet another article about multi-channel buyers that has me scratching my head. It’s a common argument that multi-channel buyers -– those that buy through some combination of online, on the phone and in stores — are more valuable than single-channel buyers so we should all try to entice buyers to use multiple channels.

It’s a known fact that multi-channel buyers almost always have a higher average value than single-channel buyers. They’re presumably more engaged with your product, and so have a higher likelihood of buying more.

I get lost at the conclusion many people then reach: that it’s a worthy marketing goal to convert buyers to multiple buying channels. Give your customers an incentive to use a second or third buying channel, the argument goes, and they’ll become one of those valuable multi-channel buyers.

If Staples sends me a $20 off coupon good for in-store use only, I may go to the store just this once rather than order online. Their offer “artificially” shifts my buying habits on a one-time basis, but doesn’t do anything to make me a more valuable customer to them – and indeed costs them the $20 discount.

If your experience proves otherwise, I’d love to hear about it!

By Val Gosset | Posted in Catalogs, Email marketing, Online marketing | Leave a Comment

The Hidden Costs of Slim-Jim Catalogs

September 12, 2008 – 4:15 am

Skyrocketing postage and paper costs have led many catalogers to consider changing their catalog format to a “slim-jim” size – roughly 6-1/8” x 11” – in order to save money.

Before you follow suit, be aware of two important considerations…

By Val Gosset | Posted in Catalogs | Tagged , | Leave a Comment

A Treasure Trove of Email Marketing Facts

September 10, 2008 – 4:15 am

If you’re a numbers junkie like I am, you’ll enjoy http://www.emailstatcenter.com. It includes a wealth of interesting statistics on email marketing, divided into topics such as…

By Val Gosset | Posted in Email marketing | Leave a Comment

What’s Your Best Day to E-Mail?

September 5, 2008 – 4:11 pm

I’m often asked when the best day to email is. The truth is, there’s no one-size-fits-all-answer.

An industry colleague recently commented that his best day to email is on the weekend. We’ve certainly found that to be the case with many of our clients, even though it flies in the face of conventional wisdom. It makes sense that…

By Val Gosset | Posted in Email marketing, Enewsletters | Leave a Comment

Boost Profits With Pre-Catalog Marketing

September 5, 2008 – 4:15 am

By the time your catalog has been put to bed, you probably don’t want to think about marketing again for a while. But if you take the time to announce your catalog with a little fanfare, you’re likely to see a nice lift in response. For instance:

Mail (or email) in advance. Before your catalog goes out, send an oversized postcard and/or an email announcing its imminent arrival. Be sure to include a photo of the catalog cover.

Highlight specifics. Do more than say “the catalog is coming.” Call out particular products, especially new items.

Include an offer. Encourage customers to explore the catalog by including specific offers, such as 10% off any bulbs on pages 23-24.

Use deadlines. Use a deadline with any offer you include. Make sure it allows plenty of time for the catalog to arrive and for people to look through it – but not so long that they forget about the offer altogether.

Do you do any pre-catalog promotion? What works best for you?

By Val Gosset | Posted in Catalogs, Direct response advertising, Email marketing | Leave a Comment
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