A Simple Secret to be a Successful Merchant

What makes a successful merchant? Creativity? Brand awareness? Strong analytic skills?  Or perhaps simply luck?  While I am sure luck plays into any situation, it is the combination of the other factors that determines a merchant’s success. Although I am not a merchant in the creative sense of the word (I joke that I find […]

DESIGN MATTERS!

Design matters. I believe this with all my heart. In my 30 years of working with brands large, small and in-between have only deepened my belief in this simple statement. Unfortunately, there’s too much bland design in the marketplace today… design that could and should be so much better. I’m talking about the kind of […]

6 Online Display Marketing Terms to Know

ROS or RON (Run of Site or Run of Network) – These ads will show anywhere on the site or network. Sometimes the ROS/RON parts of a campaign outperform more targeted ad filtering. ROS/RON inventory costs tend to be the lowest, so arithmetically; it is easier to get a campaign closer to ROI+ when you start […]

Think Brand Campaign!

For years, the catalog model has worked. We knew who to mail, when to mail, what to mail — and it worked! It was down-right easy to turn a few knobs and create incremental response. And while the traditional model still works, it’s certainly not as formulaic as it once was. In fact, I think […]

Loyalty is dead. Actually it never existed. You need fans.

Everyone talks about customer loyalty as though it is a magical quality that some brands just get. That’s silly. Apple didn’t “create” loyalty. They created a collection of products that work together seamlessly. These products look great and are crazy intuitive. I own multiple Apple products, but am I loyal? Yes and No. If Apple […]

Love by the numbers

How do you get customers to love you? Good news—bad news. First the good news is they have already told you. Now the bad news, it is a lot of hard work to understand what they are saying. Don’t blow past this I have seen sales increase 20% and more by, without ego, and without […]

Call me goofy, but where’s the love?

After flipping through the most recent stack of catalogs that came through my mail slot I have to say felt bored. Pretty images, some interesting typography but none of them did more than display items and I got bored. Those catalogs didn’t sell me anything, and most of them didn’t even try. They showed me […]