A List Dilemma to Ponder
Many years later, I’ve worked for, and consulted to, enough apparel companies to know that I made a mistake back then. Many catalogers regularly exchange lists with their competitors. Some companies won’t let their names be rented, but will only work on a reciprocal arrangement.
One company I worked for was in a niche so tight, that every time it did a merge/purge on certain exchange lists, 60 percent-plus duped out. In other words, many of the competition’s customers (60 percent) were already its own customers; so much for brand loyalty, right? But still, these lists performed well, and lo and behold we didn’t lose our customers and go out of business.
So what would you do? I think it comes down to trusting your brand, your products and your customers. Let me know your thoughts by posting a response below.
Next week, we’ll look at datacards and how to read them. Speak to you then.
Jim Gilbert has been creating direct marketing programs that drive superior ROI for almost 30 years. Fluent in consumer or B-to-B, creative, operations, and analytics, he marries the strategic and tactical sides of direct and social media marketing in a seamless fashion that gets results. He's CEO of a multidiscipline direct marketing agency, Gilbert Direct Marketing, Inc., which focuses on direct mail, catalogs, DRTV, telemarketing, print, alternative direct marketing media and social media marketing. Jim has been involved in start-ups, expansions and turnarounds, and is an expert in helping multichannel marketers get to the "next level." He's a former adjunct professor, teaching direct marketing at Miami International University, and is President of the Board of Directors of the Florida Direct Marketing Association. Jim loves to talk direct marketing, and has done many lectures on direct and social media marketing.