Just 384 More Shopping Days Left till Christmas 2007: A Call to (Early) Action
At this point, you’ve done just about all you could to ensure your best holiday 2006 success. And based on the results from last week’s poll on our home page, most catalogers should have a successful season. The results showed that 70 percent of readers who voted project that their holiday sales will be up over last year. This indicates a robust holiday season for most of our readers’ companies.
As impressive as that seems, it still leaves a sizable number of catalogers who expect their sales to be flat or down. This makes me wonder both what went wrong and how we as a community can help out for next year.
I’d like to hear from both groups. Are your results due to your products or your marketing? Supply and demand issues? Operating issues? Creative issues?
What are you attributing your success or failure to? And what are you doing to either top your results or correct the lag for next year? Which channels are working for you? Which are not?
As direct marketers, we always strive to improve year over year. Let’s begin next year by defining some of the ways we can all improve our game in the future.
Consider this a call to action for 2007. Thanks for reading, please post your comments below and we can discuss them over the next few weeks.
Jim Gilbert is president of Gilbert Direct Marketing and a professor of direct marketing at Miami International University of Art and Design. He can be reached at firstname.lastname@example.org.
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.