The 50 Best Tips of 2008
24. Act on new postal requirements quickly.
In March 2009, the USPS will implement new delivery address placement and format requirements for flats (standard size catalogs). If your catalog doesn’t meet the new requirements, it could be disqualified for Standard mail rates. See http://pe.usps.com/federalregisternotices.asp.
Kathy J. Siviter, Postal Consulting Services
Understanding Postal column, “Watch Out for This New Rule … It Could Co$t You Big Time,”
July, Catalog Success
LEGAL MATTERS
25. Conduct a nexus self-audit.
Every cataloger should undertake a nexus self-audit to identify potential nexus-producing activities. Your self-audit must examine all major business functions, including sales and marketing; order processing; product acquisition; fulfillment; and outsourcing agreements.
George S. Isaacson, Brann & Isaacson
Legal Matters column, “How to Conduct a Nexus Self-Audit,”
January, Catalog Success
26. Minimize unclaimed property risks.
Get a handle on your liability by identifying the types of unclaimed property you’re holding, determine whether unclaimed property reports have been filed with state abandoned property offices and estimate the amount of your company’s potential liability.
George S. Isaacson, Brann & Isaacson
Legal Matters column, “State Escheat Laws — Your Lurking Peril,”
May, Catalog Success
SEARCH
27. Landing pages rule.
Double profits by creating targeted landing pages for visitors from paid search ads, e-mails and URLs printed in catalogs.
Larry Kavanagh, DMinSite
“Nail the Landing,”
April, Catalog Success
28. Brand vs. nonbrand paid search marketing.
Analyze your paid search campaigns both with and without your branded terms. Challenge your paid search agency or in-house team to drive profitable sales growth out of your nonbrand portfolio.
Alan Rimm-Kaufman, The Rimm-Kaufman Group
E-Commerce Insights column, “14 Hot Ideas in Free and Paid Search,” J
anuary, Catalog Success
CREATIVE, COPYWRITING
29. The comparison sell.
The goal should be to show people why your product is different and better than another. Take your catalog from being mere products and copy on pages and turn it into a “paper salesman.” Create a demonstration.
Carol Worthington-Levy, LENSER
Copywriting column, “Compared to … What???”
January, Catalog Success
- People:
- Alan Rimm-Kaufman
- Andrea Downing
- Arthur Middleton Hughes
- Bill Nicolai
- Brann Isaacson Legal Matters
- Brent Niemuth George Hague
- Carolyn Heinze
- Curt Barry
- Dana Springfield
- David Solomon
- Doug Eckrote
- Emily Harris
- Erickson
- F. Curtis
- Fields
- Flook
- Franco
- Gary Harrison
- George S. Isaacson
- Georgina Johnson
- Goodman
- Greg Berglund
- J. Schmid
- Jane Schmotzer
- Jim Coogan
- Joan Abrams
- Joe Keenan
- John Deneen
- John Seebeck
- Kate Vitasek
- Kathy J. Siviter
- Kevin Hillstrom
- Larry Becker
- Larry Kavanagh
- Linda LoRe
- Liz Kislik
- O Connor
- Paul Miller
- Reggie Brady
- Richard Tooker
- Ronda Anderson
- Sarah Fletcher
- Shari Altman
- Stephen R. Lett
- Susan McIntyre
- Terri Alpert
- Places:
- Hollywood