Golf (and Multichannel Marketing) The Watts Way

John Watts: Be as proficient as possible with your list and database management. You can’t spend money without a return on that investment. Know that the people you’re mailing to are interested in your products. Take advantage of the new analytical tools that are out there. You have to be able to analyze data to know your customers. The catalog business has become quite an expensive part of our company with the cost of paper, printing and postage as they are today. So, you need to get your catalogs to people who are interested in buying from you.