Finding Meaningful Sales Attribution

Pre-internet, everyone talked about being top of mind. Ads made you top of mind with the customer, and no one knew how to attribute it to ad spend. “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” John Wanamaker (1838-1922) Attribution is a mysterious thing. You have […]

Matte Paper

  Hallelujah! A creative director called me and said that the matte paper they’ve been using isn’t showing off the product…darker items look like ink blobs. I smiled from ear to ear. While still smiling, I replied that the catalogs from the prior year were printed on a coated (glossy) stock. The team could quickly […]

Peanut Names

Here’s a direct marketing tip that is so wonderful you just have to laugh. I was at the NEMOA conference talking with a group about the dustup Bill LaPierre is having with the co-ops when Todd Smith, president of Whitley’s Peanuts, said “I have a co-op success story. We told the co-ops to get us a […]