A Five-Step Media Plan for Catalogers (1,027 words)
• What is the source of the best list or media segments that you wish to emulate? The source of a problem list or media segments that you wish to avoid?
It is amazing how much a database history can help you with future customer acquisition strategies.
2. If you don't have good tracking or database history, make it a #1 priority. I am amazed how poor the tracking is with many solid, well-run catalogs. If you're not tracking at least 90 percent of your list and media source codes, you need to fix that problem first. Business mailers complain that tracking is and always has been a problem. There are no valid excuses! Just get some help and make a commitment to do better. You will never improve your new customer acquisition efforts without adequate tracking and measurement. Start now!
- People:
- Jack Schmid
- Places:
- Mission, KS.
- Shawnee