Benefit + Unique Sells
April 23, 2015

Are your catalog and products unique? Are they loaded with customer benefits? If "yes" to both, are you also telling your benefit and unique story well enough to your customers?

How to Beat the 140-Character Limit on Twitter
April 21, 2015

A few weeks ago, Twitter made a major change to its user interface allowing marketers to break the barrier of the 140-character limit. To those of us who found the 140-character limit challenging, this is excellent news. To others just wanting to "say more," you're going to love this new feature.

The Immutable Law of REALationships: How to Build an Engaged Following on Twitter
April 3, 2015

As Facebook becomes more pay for play, I've really stepped up my game on Twitter. Previously, Twitter was the least important part of my social strategy. Turns out I was missing an opportunity. Not only is Twitter perfect for getting my articles out there and shared, but it's also a great "REALationship" building tool. I've been actively engaged on Twitter for the last six months, and I've gained nearly 1,700 followers. This is pretty much a step-by-step guide to how I did it:

8 ‘Modern Day’ Digital and Social Media Marketing Myths Debunked
April 1, 2015

Call me a heretic, but a lot of the "gospel of modern digital marketing" seems a bit too familiar to me. Digital marketers have done a great job of discrediting "traditional" direct marketing in an effort to make what they're selling (pure digital) more palatable. I get it. They need an edge, and bashing channels like DRTV and direct mail, while building up search engine optimization, inbound and social makes sense for them. But lets get real for a minute, shall we? Many digital marketers "coming up" don't even know where the rules they practice daily come from. Yet they still say traditional direct marketing is dead. Makes no sense, right? 

Where NOT to Cut Costs in Your Catalog Business
March 19, 2015

Cost cutting among catalog brands has been widespread for the past few years — and with good results. It's kept many catalogers afloat during the recent tough times, and helped build profits as well as operational disciplines. All that's swell, but beware of going to extremes and overcutting in ways that could harm. Here are four ways that, reliably for most, increase sales and return on investment, and therefore should be on your do-not-cut list:

When Email Snafus Happen to Good Companies
November 12, 2014

Say it ain't so! I was actually sad when I read in MarketWatch this week that Seattle-based online retailer Zulily’s shares plunged more than 21 percent after it presented a weaker-than-expected sales forecast. And to think it was partly due to an email marketing mistake.

Domo Arigato, Lowe’s, for Using Robots
October 29, 2014

It’s not April Fool’s Day! Just before the holidays, Lowe's really is introducing two robotic shopping assistants at one of its Orchard Supply Hardware stores in San Jose, Calif. According to a press release from the home improvement retailer, the autonomous robots — called OSHbots — were developed by Fellow Robots, a technology company that specializes in the design and development of autonomous service robots, in partnership with Lowe's own Innovation Labs.

Still On the Fence About Beacons? Read This.
October 20, 2014

If you’re a skeptic like me, all of the talk of beacons in retail stores sounds a little too pie-in-the-sky. Beacons, as you probably know by now, are devices that communicate with shoppers’ smartphones in the hopes of improving their in-store shopping experiences. When placed in-store, beacons use Bluetooth technology to detect nearby smartphones and send them ads, coupons or supplementary product information.

Cataloging is Rocket Science
July 10, 2014

Over the years, I've come to realize that in many ways cataloging is rocket science. Here are four reasons why: