Book Description
"Jack's in-depth knowledge of the catalog market and his exceptional talent for articulating a precise set of how-tos for seemingly every aspect of this complex business are unrivaled. . . . A masterful volume of a highly complex and challenging topic, written by one of the best catalog consultants around." -- Laura Beaudry, Editorial Director Catalog Age "Creating a Profitable Catalog is a comprehensive guide to modern-day cataloging. It includes up-to-the-minute information on concept and creative development, design and production, merchandising, circulation planning, database marketing, operations, and financial management. All of these topics are analyzed in intricate and careful detail as author Jack Schmid guides the reader through every step of building a successful catalog--either in print or on-line. This is a must-have for any aspiring cataloger's library and a welcome addition to the bookshelves of catalog industry veterans.
Praise for Creating a Profitable Catalog by Jack Schmid "Jack Schmid is one of this country's best catalog marketers, and he has packed this book full of detailed, practical know-how on each and every aspect of cataloging. This book is important to anyone already working in our industry, but it is indispensable for someone just getting into the business." -- Bill Spaide, Partner Spaide, Kuipers & Company "I consider Jack Schmid to be the number one catalog strategist of our time. His magnificent new book, Creating a Profitable Catalog, is a treasure chest that starts with the year 2000 and goes beyond." -- Bob Stone, Chairman Emeritus Stone & Adler Author of the bestselling Successful Direct Marketing Methods
Customer Reviews:
Good direct marketing reference.......2007-06-14
This is a great book for understanding all aspects of creating a Direct Marketing company or a direct marketing program within your company. The basics and then some are in this book. Well written in that it kept my attention from new ideas and way it was written.
Just About Everything You Need to Know.......2005-08-14
Virtually every company that makes things has to ahve a catalog. It's the thing that tells your customers what you do and gives them the detailed information that they need to make a decision.
Catalogs began with the mail order industry where the technology grew to measure sales return per square inch of paper. Over time, the professionals learned what worked and what didn't. Then when everything was working pretty well, the Internet came along and changed all the rules. All of a sudden space was endless, no more big checks to the printers. Communications was essentially free, no more big checks to the post office. The rules changed because the option to thumb through the catalog was no longer there. Instead sophisticated search and discover techniques needed to be worked out.
Jack Schmid has been in the catalog business, both print and electronic for many years. In this book he passes along dozens, if not hundreds of points. The book covers quite a lot of ground. Much of the book is on the functions that have to be performed whether the catalog is printed, electronic or both. This includs things like product selection, fullfillment, customer service and finance. There is a goodly amount of material on the printed version of the catalog, as these are still required by most companies. There are several points interspersed throughout the book and finally chapters on things like database marketing, the Internet, and more.
This is one of the most all inclusive books available on catalog marketing and includes just about everything there is to know.
The ultimate handbook of catalog selling.......2004-07-29
If you want to read only one book on the catalog business, make sure you pick this one.
I've read more than 5 books in English and German on the catalog subject and Schmid's book is in a class of its own.
It promises to cover the entire catalog process, including strategic planning, merchandising, creative, marketing (circulation), fulfillment, testing, and measuring response and ROI. And it delivers on the promise to an extend that I've never seen before. I spend this summer in Cannes, France, and enjoyed Schmid's book in the hot sun. Just couldn't put it aside...
His 11 pages long spreadsheet model in appendix includes everything for a new catalog start-up feasibility study ... and provides insight for the budgeting process to more experienced catalogers. [Why doesn't he provide a downloadable version in Excel on his homepage?]
The only competitor to this book is probably Katie Muldoon's 1995-publication, which is out of print (her home page says that a new book on the strategic aspects of catalogs is forthcoming).
One weakness that all books on cataloging have so far is their unserious treatment of the Internet. Schmid's book is from 2000 and it shows. It doesn't contain solid work on dynamic publishing, which is exploding via the Internet these years. It's not that Schmid doesn't accept that the Internet will be a phenomenal factor, but in this area so much of the catalog processes have been digitized since 2000. Thus, on this promise it doesn't deliver.
I still recommend this book as the best source so far to understanding all the catalog processes and hints to improving the bottom-line.
Peter Leerskov,
MSc in International Business (Marketing & Management) and Graduate Diploma in E-business
Don't start a Catalog until you've read this book!!!.......2002-11-06
This is such a great book for a company that is starting a Catalog business or thinking about it. It covers all aspects of the Catalog business and gives you a checklist of all the necessary tasks to launching a successful catalog. Great book...
Comprehensive Overview.......2002-01-18
A wonderful overview of the catalog world with plenty of real-world examples including: ROI calculations, promotions, customer segmentation.....
Worth its wieght in gold!
Book Description
A goldmine of tested DM tips and techniques. DM guru Nat Bodian's latest direct marketing tool crams 40 years of experience into a treasure drove of response-driven strategies for racking up sales by mail, phone, and space advertising. Exhaustively indexed to make fast access easy, Direct Marketing Rules of Thumb packs 1,000 priceless time and money saving ideas you need to: prepare, use, and evaluate every DM component--from headlines to offers to credit and collections; locate, select, time, and test top-selling mailing lists for business, professions, medicine, consumers, charities, and more--plus work with list brokers, managers, and compilers; land your share of the $300 billion telemarketing business--including getting started, finding help, preparing scripts, targeting top prospects, selecting lists, and more; sell successuflly through card decks; snag the best prices on paper, printing, production, and mail shop services; create and place low-cost DM space ads; much, much more.
Customer Reviews:
Excellent Reference Book.......2007-07-09
Excellent Reference Manual. This will stay on my bookshelf for easy referencing at all times.
An awesome resource for publishers and booksellers.......2005-04-14
This is an amazing resource for ideas. It should be on every bookseller's bookshelf. I keep it handy for when I am hungry for creative ideas.
Like all of Nat Bodian's books, it's top quality and full of great information, packed with 59 chapters in 400 pages. While it is pre-Internet, you will be hard-pressed to find a more thorough treatment of the direct marketing topic.
This book is in the same league with John Kremer's "Book Marketing Made Easier" (bookmarket.com) and E Haldeman-Julius's "First Hundred Million" (100millionbooks.net). Both are PACKED with ideas, the latter also packed with proven sales numbers for what titles did and did not sell. Both are also out of print unfortunately. Kremer's book can be picked up used and is well worth the money. The other is available in digital format but is largely unavailable except for hundreds of dollars, if you can find it.
If you have a chance to pick up any of Bodian's books, do it! I love them.
Book Description
Strategic Database Marketing is the only resource to explain database marketing from the customer's point of view, instead of the seller's. Now, as exploding research and technology create entirely new market challenges, the Second Edition of this influential bestseller explains the method for computing RFM (Reach, Frequency, Monetary), as well as covering recently developed tools and resources including the Internet, loyalty programs, customer-specific marketing, and more.
Customer Reviews:
Useful content, but not well written.......2007-08-01
For anyone who's looking for a well-written reflection on state-of-the-art direct marketing, this is not the right book. Yet, Arthur Hughes' 'Strategic Database Marketing' still has its merits.
It's a straight-forward introductory text that covers many aspects of direct marketing - mostly from an old-economy point of view. The good thing about this approach is that Hughes explains many procedures in detail that have proved to be useful over many years of practice (as he lets the reader know on many occasions, he has worked in direct marketing for a long time). And while the dull writing-style occasionally makes the content of the book seem dated, most of the ideas discussed in the book still apply. For example, Hughes does a good job explaining lifetime-value calculations, the Recency-Frequency-Monetary approach, regression analysis and other useful tools for anyone involved in direct marketing.
Unfortunately, it's not an enjoyable book. The biggest drawback is that Hughes doesn't come across as an agile intellect. He's good at explaining procedure, but rather clumsy in discussing ideas. Adding to that is his over-reliance on examples taken from his own private life (you'll learn many things about his wife that you never wanted to know) and his strange need to praise the superiority of the American economy whenever possible. If you can look past that, 'Strategic Database Marketing' may well be worth reading for any professional marketeer.
Practical & technical enough for instant application.......2006-01-22
I love this book. Working as a data analyst in the CRM department, this book teaches me all the practical caculation/ideas for my work.
So far, this is the only book on the market that view database marketing from a quantitative point of view. On the other hand, it also instills the relationship marketing mind-set to the readers. For the rest of books avaliable in the markertplace on CRM/Database marketing, either it's too theoretical or IT. This is the best I read so far.
Fantastic Updated 3rd Edition .......2005-10-23
My approach to marketing was totally changed by reading this book; I was able to refine a jumble of thoughts into a clear, cohesive strategy. If you are at all exposed to marketing at work, Hughes will give you the ability to prioritize what is most important in your job.
Hughes has just released a new edition of this classic. It is thoroughly updated to include developments of the last half decade (the failure of CRM in many applications, advancements in Web and e-mail marketing, etc). Every marketer and entrepreneur should read this book to learn how and why lifetime value is so important and how to build your company's strategy around it.
The best thing about this book is that it covers the technical details adequately, but is still readable enough that you do not need an MBA to understand it.
Exceptional Coverage of Important Marketing Concepts.......2003-08-15
Hughes makes it exceedingly clear why customer loyalty and lifetime value are such critical marketing concepts. Hughes helps marketers understand why our hyper-focus on customer acquisition needs to be adjusted to consider retention and upsell as well.
In particular, Hughes explains:
* What Lifetime Value (LTV) is, why it matters, and how to calculate it
* The importance of testing programs and how best to go about it
* Segmenting your customer base by loyalty and LTV
* How tactics should differ for each segment
* Practical tips for creating a successful database marketing campaign.
Case studies and ROI numbers are used throughout the book. A must read for marketing proessionals.
The Master Book.......2001-05-26
This book is the main book for my Internet Marketing Class at Mercy College's MS in Internet Business Systems program. It includes all necessary topics such as database marketing, banner advertisement, calculating LTV and RFM Email Marketing and best practices. This book is a must read for anyone in direct marketing field.
Book Description
Marketing experts know that Direct Marketing is the single most effective way to sell products and services. It is the only form of marketing that is testable, trackable, and, when done the right way, always profitable. Lois K. Geller, a leading Direct Marketing expert, updates her classic book to include the latest tips and techniques, plus expanded coverage of Direct Marketing in the age of the Internet. The new Revised Edition of Response offers all marketers, in any size company, a strategy for creating and sustaining a profitable Direct Marketing program--both on- and off-line. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choosing suppliers, selling overseas, and developing loyal customers, Geller explains how to create profitable direct mail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and more. Plus, she shows how all of these strategies can be applied to Internet direct marketing, including loyalty programs, online catalogs, fulfillment and customer service, and more. With scores of up-to-date examples drawn from companies large and small, including Ford Motor Company, American Express, and 1-800-Flowers, plus an updated glossary and resource guide, this Revised Edition of Response will be the authoritative source for Direct Marketing strategies and techniques.
Customer Reviews:
Very Disappointed...Not Even Close to the Info Needed for Success!.......2006-02-26
I've been in the direct marketing business for 13 years and I was looking for this book to at least match what I knew. I was very disappointed and felt that I was ripped off. This woman didn't know what she was talking about. The book is written in a non-user friendly fashion, almost like a college textbook. Half the time I didn't even know what she was talking about, and I've been in the business for quite awhile.
She doesn't give examples of copy or anything else that could have been useful to exemplify a direct response test.
Here's the deal: If you are serious about making money in mail order or direct response, don't get any of these waste-of-time books that "claim" to show you the business. The ONLY book that I've ever read that can (almost) exactly mirror exactly what I do for my $7-million per year business is a book by Vincent James called The 12-Month Millionaire which you can get on eBay (or type in on a search engine) since it's not a regular published book. The only thing I wouldn't follow in that book is the low priced items he recommends selling like wrinkle creams and weight loss pills (stick with information courses of $199+ with mail order as a RULE, ALWAYS). Lower end products of $99 or less will cause you to lose money in mail order EVERY TIME!!
Good luck!
Very basic, but good information.......2002-12-28
If you have NO direct marketing experience at all, this is a good place to start. It covers all the bases. From list generation and offer development to postal standards.
However, if you do have some experience and are looking to increase your knowledge, there are other sources I would encourage you to check out instead.
Brilliant-Enjoyable--a true masterpiece on Direct Marketing........2002-11-08
Lois is a master at taking a subject such as Direct Marketing and breaking it down so that anyone can pick it up--learn from her-implement and execute her ideas and suggestions--and become more successful!
She writes in such a way that you feel she is sitting with you every step of the way--helping you as you read each chapter. Her writing is fun, conversational and bottom line oriented in that the learning and knowledge is there for the taking.
I recommend this book to anyone with a thirst for knowledge. Lois is the master!
This new edition makes the best marketing book even better........2002-10-01
Want to learn from the best? Than read this book. No academic mumbo jumbo. The author gives actual strategies used by real clients to make their businesses succeed and thrive. And in these rough economics times you need all the help you can get. Outstanding book and very highly recommended.
Direct Marketer's Dream.......2002-09-18
This book is so packed with practical guidance you can use immediately, I didn't even know where to start. I've worked for large companies and as an entrepreneur, and Lois's ideas on the value of relationship marketing are right-on. Unlike more "academic" authors I've read, she has many years of real-life business experience, so she knows the challenges we all face. The writing style is highly engaging - I finished it in a few days. I would heartily recommend this book to anyone whose livelihood depends on direct marketing, no matter how much you think you know...
Amazon.com
Observers of the Net have long considered e-mail the medium's killer application. The Eng@ged Customer, by Hans Peter Brondmo, shows why this may be even more relevant for e-commerce endeavors of the future--and sets out various ways that it can be utilized to develop "profitable, loyal and engaged" consumers today. "Whether you're sending individual customers their stock portfolio update at the end of each trading day, writing a gossip column on the music industry, sending special offers or promotions, publishing an industry newsletter, sending a purchase confirmation, or running a gift reminder-and-product-suggestion service, e-mail marketing can do the job," writes Brondmo, founder of a firm that has helped design and implement such programs for companies ranging from Amtrak to Victoria's Secret. A section illustrating how e-mail can foster the "age-old principles [of] personal service and communication" to more fully engage customers, and one with speculations on the future implications of the practice, are sandwiched around the meat of Brondmo's book: specifics on using e-mail to acquire, convert, and retain real business. The highly detailed advice, consistently delivered with the necessary sensitivity to spam, privacy, and other concerns, should prove instructive to executives and managers at every level. --Howard Rothman
Book Description
In the age of the Internet, how do you keep your customers coming back--again and again--when your competitors are always just one click away? How do you turn casual, anonymous surfers into profitable, "engaged" customers?
The answers to these questions can be found in The Eng@ged Customer, written by Hans Peter Brondmo, one of the Internet's best known and most successful direct marketing experts. In this new marketing classic Brondmo introduces readers to the new rules of Internet direct marketing and shows them how to use email to build service rather than marketing relationships.
A visionary in both the technology and marketing arenas, Brondmo has shown more company executives than anyone how to build lasting, profitable, one-on-one relationships with customers on the Internet. His client list includes such household names as Palm, Hewlett-Packard, Victoria's Secret, Amtrak, Wells Fargo Bank, OfficeMax, Wegmans Food Markets, as well as such Internet leaders as CDNow, E-Trade Women.com, Petopia.com, Sparks.com, and eBags.com.
The Eng@ged Customer makes Brondmo's expertise available to executives, managers, and marketers in both Old and New Economy businesses. The book combines a strategic perspective with tactical guidance, showing where and how to invest in order to build an Internet direct marketing program, and how to plan, develop, and implement your program for maximum success.
While sending email messages to customers may sound like a simple process, retailers and marketers all over the world have discovered just how difficult it is to do it well. Let Brondmo show you how to
- design email communications and marketing programs that have your customers complaining if they don't hear from you
- understand and manage customer information so that you can "get to know" each and every customer--even if you've got millions
- avoid spam and the potential nightmare of privacy violations
- anticipate the organizational impact of customer-focused Internet direct marketing
- define, measure, and track your success.
Whether you are an executive or a manager, The Eng@ged Customer will show you:
- how to keep your customers coming back
- how to rise above the increasing Internet clutter
- how to become the trusted voice that your customers rely on.
Customer Reviews:
Rather Outdated.......2005-05-28
The book is a decent read for those who aren't familiar with online marketing at all, but if the reader has any experience, they will find this to be a waste of their time.
Most of the examples used in the book seem like they were pulled out of 1999. Most online consumers are sick on marketing filling up their email inboxes. Even those that the customer originally expressed interest in become a chore.
At this point in time, Blogs and RSS feeds should be a new focus of online marketing.
If you are interested in email marketing, I recommend Permission Marketing by Seth Godin instead -- his work is excellent.
The New Rules...of the really obvious........2004-09-08
OK, the book was published in 2000. But it still seems to me that if you call your book "The New Rules..." they ought to be somewhat useful and somewhat timeless. Unfortunately, the "rules" in this book are neither. For example "The e-customer expects to be in control." Well, yah...but so has every customer in recorded history. Auto dealers get a bad rap when they obviously and purposely deny any sense of control. In later chapters we get tips like "Don't send unsolicted messages." Even (back) in 2000 (several years after the first successful anti-SPAM lawsuits) this was a no brainer. Instead, check out Shapiro's "Control Revolution" -- written a year earlier (1999) it's still relevant. If you're new to the discipline and haven't already, check out "Permission Marketing" or "Cluetrain Manifesto." They too provide a sense of history...and a lot more insight.
A real and ethical plan for internet marketing and not spam.......2002-02-28
The authors have put together perhaps one of the best and most complete books on marketing via e-mail on the market today. Note that I said "marketing via e-mail" and not spamming via e-mail. The authors actually address this issue and how to use e-mail marketing in a positive manner where it will be welcomed by the recipient and not instantly deleted. Hans Peter Brondmo is an authority on this issue and is one of the owners of Post Communications, which uses e-mail marketing extensively.
The book details how to move from traditional marketing methods to an Internet based marketing system that concentrates on the efficient and positive use of e-mail. It not only covers how to use it to obtain new customers but guides the reader step by step in how to effectively use e-mail to create and maintain customer loyalty and positive relationships.
This books wraps up other online marketing concepts........2001-12-21
I have read many books on e-mail strategies, viral marketing and permission-based marketing and this one makes the cut.
I figured by reading the book I would get some pretty good analysis of what it takes to run a good e-mail marketing campaign, the pros and cons of various strategies (in house vs. outsourcing) and some "big picture" issues to deal with. The author delivered on that but I wish he had some # crunching and data analysis in it.
If you have read about permission based marketing and viral marketing this is a book that will help to "pull it all together." While some concepts will have been covered by then I know it has helped me in pulling together a strategy long-term for a few websites I want to rollout in the next few years.
Good books to read about viral marketing, in order of preference, are (1) Seth Godin and Permission Marketing (2) Malcolm Gladwell's The Tipping Point and (3) Emanueul Rosen's Anatomy of a Buzz. Kim McPherson's E-mail Strategies That Work book is a good book on e-mail campaigns.
The Best Book Available on Email Marketing.......2001-08-29
The Engaged Customer is, in my view, the best book available on email marketing. Hans Peter Brondmo is a top expert and he pours out his knowledge on every page. Even more, it is well written and keeps your interest.
Book Description
Make a Mint by Mail Order!
Sell computers, vitamins, clothing, or gourmet foods. Create and sell newsletters on almost any topic. Make and sell your favorite arts and crafts. Would you like to join the booming mail-order business? You can! Bestselling author
Ty Hicks shows you how. You don’t need a lot of money, years of experience, or a college education—just a mailing address and the desire to deliver products and services quickly for the best value your customers can get. Ty Hicks explains in clear, easy steps how to start your mail-order business today, including:
·Getting started quickly and easily
·Creating an e-commerce Web site to promote and sell your products or services directly
·Using proven marketing and promotion strategies
·Carving niche markets with unusual products and services
·Expanding your business for maximum profitability
·And much, much more!
Customer Reviews:
Has A Great Title.......2005-07-23
If only the author stuck to what he proposed he would deliver, this would have been a great book... all a reader is expecting to get is practical mail order businesses they can start. The estimated profits to be made from some of the ideas are just too impractical, and yes ridiculous! You can tell he is just guessing his way to the end of this book.
NO help.......2005-04-04
Sorry must agree with the rest of the folks here. He is all into selling his other products. A shame he didn't care enough about those buying this book. Greedy...and I don't think his products are all that original...
Just one big ad.......2004-05-23
I thought this book was good in the first couple of pages, then I started noticing a pattern of the author selling his other products. This is not very informative it loses everything by the time you get into it. Save your money or buy another book.
An Incredible DISAPPOINTMENT.......2003-09-26
I was really hoping to find information on starting a mail order business and instead found information on subscribing to Mr. Hick's newsletter OR purchasing his kits. The ideas presented were very brief and not enough information to start anything. DO NOT BUY
How to become a good seller.......2002-09-20
In my opinion the book was useful, except for the end of each chapter (and the end of the book) when Mr. Hicks tries to covince people to buy a book, a kit or a subscription to one of his newsletters. Also most of the time Mr. Hicks impresses people (at least that is what he thinks or wants) with all his fortune and his yacht. If I had read another book, would I have stated that it was useful to me?.
Average customer rating:
- Covers Everything For a Catalog--Not For The Beginner
|
101 Tips for More Profitable Catalogs
Maxwell Sroge
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Customer Reviews:
Covers Everything For a Catalog--Not For The Beginner.......2000-06-08
Maxwell Sroge has some great information for product information and working with small suppliers. The Foreward by Lillian Vernon Katz is sweet and Lillian Vernon's catalog is frequently used as an example in the book. There are 101 different areas, which are often contributed by industry experts. "101 Tips" is well designed, easy to read. There is no index but the table of contents and the 101 Tip style makes finding information easy. When I read, "Let's assume a house active file of 1,000,000 customer names ..." I knew that he was thinking way past what we would ever do. I don't think that if I had a customer database of 1 million, that I would be reading a book--I would be hiring a consultant.
Book Description
"Jim Kobs is a respected leader in the field of direct marketing, a strategic thinker, an effective teacher/lecturer, an award-winning creative thinker, a noted author and a good friend. Profitable Direct Marketing incorporates the wisdom of his years of experience and is an important addition to the library of every serious direct marketer." -- Jonah Gitlitz President Direct Marketing Association, Inc. "This eagerly awaited new edition provides the know-how needed by every advertising, promotion and direct marketing manager who wants to succeed in the age of the individual. Highly recommended for both the basics and its advanced strategic insights." -- Stan Rapp Coauthor of MaxiMarketing "Like Jim Kobs himself, his book is so wise, so clear, so well-organized, and so knowledgeable, I can't imagine a better place to get a broad grasp of the direct marketing of today and tomorrow." -- Thomas L. Collins Coauthor of MaxiMarketing "Before you spend another dime to promote your product or service, you should read Jim Kobs' book to ensure that you are maximizing your investment. Getting the most out of direct marketing requires not only careful planning and execution, but rigorous analysis. Jim Kobs shows you how to do it, from start to finish." -- John Schlactenhaufen Vice President Sales &Marketing Dictaphone Corporation "Jim Kobs covers it all . . . . Strategy, tactics, basic rules and advanced concepts are all addressed in what is becoming a "must" read for anyone using or contemplating a direct marketing program." -- Stephen E. Toman Executive Vice President Grolier, Inc. "Finding this book is like finding your glasses . what seemed vague and obscure becomes clear." -- Susan J. McIntyre Direct Marketing Manager NIKE, Inc. "This second edition updates, reinvigorates and adds fresh knowledge and insights to Jim Kobs' masterful work." -- Barrie M. Spelling Vice President, New Business Colgate-Palmolive Company "Profitable Direct Marketing is a goldmine of information for immediate (and enjoyable) reading, and is an invaluable reference source for years to come." -- Richard S. Hodgson Author of Direct Mail and Mail Order Handbook
Customer Reviews:
Very Good Introduction To Direct Mail.......2002-10-01
Many new entrepreneurs want to learn about Direct Marketing. Often, they pick up books telling them it is trivial to build and grow a profitable, direct-mail company earning millions of dollars in a very short time. Many established small businesses spend tens of thousands of dollars on direct-mail ad campaigns which prove a disappointment.
Whenever either group asks for a solid, authoritative information about direct mail, the first book which comes to my mind is "Profitable Direct Marketing: A Strategic Guide to Starting, Improving, and Expanding Any Direct Marketing Operation" by Jim Kobs.
Kobs explains that the actions of the respondents must be measurable. Inquiries or orders received are measurable. Kobs notes that while billions of dollars are spent on advertising, the companies spending this money aren't completely aware of just how effective the advertising is in generating sales and company awareness.
In the Chapter, Launching a New Direct Mail Program, Kobs teaches us basic direct marketing math. We learn how to calculate media cost, CPM (or, cost per thousand), OPM (orders per thousand), and cost per response (CPO). While such calculations are basic, they form the foundation of successful direct marketing. This is how direct marketing gurus measure in direct mail.
In a later Chapter, Direct marketing's Testing Laboratory, Kobs introduces us to some of the more advanced aspects of direct mail, such as segmentation analysis, regression techniques, and confidence levels. However, "Profitable Direct Marketing" doesn't show the use of these more advanced techniques in detail. This is probably because many readers of "Profitable Direct Marketing" probably don't have the statistical background or inclination to learn the most advanced direct-mail techniques. Further, these advanced techniques aren't necessary for many smaller businesses which want to use direct marketing.
Kobs covers much direct-mail testing in depth. In particular, Kob does an excellent job of discussing list testing and list segmentation. Kobs gives us useful rules for making successful tests. Among Kobs' Eight Testing Ground Rules are trying to "beat the champ." This means using your currently most successful direct-mail package as a "control" to which all of your other direct marketing packages are compared. Another of Kobs' ground rules is being sure that "your tests are statistically valid." "Profitable Direct Marketing" also devotes an appendix to The Mathematics of Planning Profitable Mailings.
Direct marketing isn't all about testing and math, however. Part III of "Profitable Direct Marketing" is aptly titled Targeted Creativity. Or, we might think, "Measurable Creativity."
Kobs discusses how to write successful direct-mail copy. He asks us to contemplate our market, our offer, and our objective. We learn about letter writing formulas which have proven to be successful in the past.
Kobs tells us "These seven steps have stood the test of time:
1. Promise a benefit in your headline or first paragraph-your most important benefit.
2. Immediately enlarge on your most important benefit.
3. Tell the reader specifically what he or she is going to get.
4. Back up your statements with proof and endorsements.
5. Tell the reader what he or she might lose by not taking action.
6. Rephrase your prominent benefits in your closing offer.
7. Incite action."
Although you can deviate from the proven formulas, people who are trying to create their own direct-marketing packages really should consider following similar templates, at least as a test.
"Profitable Direct Marketing" also gives examples, exhibits, and case studies to demonstrate the concepts throughout. Fundraising for nonprofits, direct marketing of financial services, as well as business-to-business direct marketing are each given separate sections. Unlike many direct-mail books which show us some pretty [junky] products as examples, Kobs' examples range from American Association of Retired Persons (AARP)/Scudder Investment programs to the University of Minnesota's Mayo Clinic Health Letter.
Incidentally, while this review has focused upon the use of direct-mail marketing (sending out some "package" via the postal service), Kobs also discusses telemarketing, print media, such as newspapers and magazines, and broadcast media, such as TV infomercials. And, a section is devoted to measuring the performance of each item in each space of catalogs, for those companies interested in creating a catalog mailing.
Kobs writes that the five inherent advantages to direct marketing are:
1. It allows your company to "establish a separate and substantial profit center."
2. Your company controls the distribution channel.
3. Mail order "can maximize market penetration. ...reaching unrepresented markets."
4. Your company controls the risk (direct-marketing costs are measurable, projectable, and controllable).
5. Direct Marketing programs are "completely accountable."
In the Marketing Strategies Chapter, Kobs discusses the importance of knowing the value of a customer to your particular company. Kobs writes: "How Heavily Should You Invest In New Customer Acquisition?...This is a deceptively simple question, but I'm constantly surprised at how often supposedly sophisticated marketers fail to grasp what a new customer is worth. If you don't know what a new customer is worth, you don't know how much you can profitably invest to get one. You may be spending too much which will eventually hurt your bottom line. Or, by spending too little-you may be losing sales to more aggressive competitors... To determine how much you can afford to spend on new customers, you need to know two things: What your repeat business potential is and what payback period you want from new customers." This is a fundamental question any company contemplating using direct marketing must answer.
Direct marketing is an interesting blend of measurement, psychology, and creativity, used to generate responses to your marketing programs. "Profitable Direct Marketing: A Strategic Guide to Starting, Improving, and Expanding Any Direct Marketing Operation" by Jim Kobs is one of the best introductions to the subject. At [money], it's a pricey book, but it's worth every penny.
Peter Hupalo, Author of "Thinking Like An Entrepreneur"
Average customer rating:
- Mail Order
- An okay reference, but not comprehensive.
|
Start and Run a Profitable Mail-Order Business (Self-Counsel Business Series)
Robert W. Bly
Manufacturer: Self-Counsel Press
ProductGroup: Book
Binding: Paperback
General
| Business & Investing
| Subjects
| Books
Retailing
| Industries & Professions
| Business & Investing
| Subjects
| Books
Direct
| Marketing
| Marketing & Sales
| Business & Investing
| Subjects
| Books
General
| Small Business & Entrepreneurship
| Business & Investing
| Subjects
| Books
Mail Order
| Small Business & Entrepreneurship
| Business & Investing
| Subjects
| Books
ASIN: 1551800659 |
Customer Reviews:
Mail Order.......2001-06-26
This book covers some of the basics in the mail order business. The author uses many examples from his own mail order business. He gives advice on: inexpensive publicity releases, obtaining a mailing list, zoning laws and producing or sourcing your products. This book gives hope to those who want to start a mail order business.
An okay reference, but not comprehensive........1998-09-04
The main emphasis on this book seems to be on making money by direct mail... sending out letters for a product, posting ads in newspapers, etc. It does cover other aspects, but I am left with many questions I wish were answered.
Average customer rating:
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Profitable direct marketing: How to start, improve, or expand any direct marketing operation ... plus 11 detailed case studies of prominent direct marketing companies
Jim Kobs
Manufacturer: Crain Books
ProductGroup: Book
Binding: Unknown Binding
General
| Business & Investing
| Subjects
| Books
Management & Leadership
| Business & Investing
| Subjects
| Books
| Business Ethics
| Consolidation & Merger
| Decision-Making & Problem Solving
| Distribution & Warehouse Management
| Industrial
| Information Management
| Leadership
| Management
| Management Science
| Motivational
| Negotiating
| Operations Research
| Planning & Forecasting
| Pricing
| Production & Operations
| Project Management
| Quality Control
| Risk Assessment
| Statistics
| Strategy & Competition
| Systems & Planning
| Systems Analysis
| Teams
| Total Quality Management
| Training
ASIN: 0872510379 |
Books:
- Customers For Life: How To Turn That One-Time Buyer Into a Lifetime Customer
- Deadly Persuasion: Why Women And Girls Must Fight The Addictive Power Of Advertising
- Designing Brand Experience: Creating Powerful Integrated Brand Solutions
- Don't Think of an Elephant: Know Your Values and Frame the Debate--The Essential Guide for Progressives
- Dr. Dean Ornish's Program for Reversing Heart Disease: The Only System Scientifically Proven to Reverse Heart Disease Without Drugs or Surgery
- Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide
- e-Business: Organizational and Technical Foundations
- eBay Powerseller Secrets:Insider Tips from eBay's Most Successful Sellers
- Effort-Less Marketing for Financial Advisors
- Emotion Marketing: The Hallmark Way of Winning Customers for Life
Books Index
Books Home
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Start Your Own Mail Order Business (Entrepreneur Magazine's Start Up)
Catalog Design: The Art of Creating Desire
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Building a Mail Order Business: A Complete Manual for Success (Building a Mail Order Business)
