In Search of Spin-off Opportunities
By Alicia Orr
Your list manager can be a critical source of market research information,
according to Geoff Batrouney, executive vice president of Estee Marketing
Group. How? "When the list is for rent and you see certain instances over and
over of the same people renting your list, perhaps that's a clue to your next
line extension or spin-off," Batrouney suggested to attendees at the
CatalogTech Conference held March 12-14 in New York City. "Don't fight the
numbers!" he says.
Included in Batrouney's advice for those seeking spin-off or
start-up opportunities:
1. Stay very close to the customer and his or her wants.
2. "It's the merchandise, stupid!" In other words, be sure you have
great products.
3. Always provide superior service.