All About ROI December


2010 Resource Guide

Welcome to our annual All About ROI Resource Guide. This special section offers all the crucial details, company information, contact numbers and addresses of product and service providers to the retail/online/catalog/multichannel marketing trade.

Attack Social Media Like a Direct Marketer

Social networking is certainly the rage today, but I'm advancing the theory that most direct marketers don't use it to its fullest capacity. A few weeks ago, I spent about four hours looking at Facebook sites for my favorite retailers, catalogers and online merchants. Many were good at initiating conversations and trying to build brand loyalty. Very few, however, followed the basic tenets of direct marketing by using that communication to either build their databases or encourage purchasing. Social networks are places to build community. But that can go hand in hand with marketing and selling.

Focus on an Incremental Break-Even Point

There's a cost associated with acquiring new buyers through print media. Marketers who rely heavily on catalogs need to invest in converting prospects to buyers (one-time purchasers) and buyers to customers (two-time or more purchasers). How much you're willing to pay for new buyers depends on what you can afford, how fast you want to grow and the lifetime values of the buyers acquired.

Here's to Better Times Ahead

We've reached the final issue of 2009 for All About ROI, certainly a year most of us are happy to see end. As we look forward to a better 2010, I'm pumped that there are some positive signs out there showing a recovery is on the way. It may take a little time, but it's coming.

New Challenges for Matchbacks in 2010

Matchbacks were once more science than art. When customers called or mailed in their orders, or bought in stores, accurately matching back sales was simple. Now the process requires you to blend technology and marketing for statistical validity.

Prospecting - Chico's, Donnella's Closet, Maryland Square

Chico's in TV, Magazine, Email Promo Blitz; Handbag E-Retailer Relies on Facebook Fan Page for Leads; Maryland Square Prospects With Free Shipping Offer.

Secrets of Profitable Navigation Exposed

For successful navigation to lead to higher conversion rates, you must provide shoppers several different ways to shop your site. It's a paradigm shift for merchandisers accustomed to organizing a store or catalog by the type of product, which is the kind of one-dimensional navigation that will hinder your success online.

Shop Talk - Q&A; Web Content

As the economy creeps back and holiday season is upon us, the $64,000 question is whether consumers will start buying again. Lee Eisenberg — best-selling author, former Lands' End executive and former Esquire editor — certainly thinks so. His new book, "Shoptimism: Why the American Consumer Will Keep on Buying No Matter What," released in October, explores Americans' love affair with shopping. All About ROI asked Eisenberg his thoughts behind the book and his outlook for all forms of retail.

Take the Holistic Approach

In today's retail/direct/online environment, it's logical and essential to have a holistic approach to making any investment decisions. Too often people look at only one problem, tool or solution at a time. In today's market, that narrow focus puts integrated retailers at a serious competitive disadvantage.