At once time, every catalog included an order form with attached reply envelope bound into the center of the book. Now, some argue, so many people order through the Internet that the order form and envelope have become an unnecessary expense. Is this really true? (Click on the headline for more…)
Determining the Best Prospecting Media: Some Financial Considerations
When laying out a marketing strategy for a new client, I always ask what their average sale is, and what their profit margin is. A surprising number ask, “Why is that important?” Here’s why: (Click on the headline for more…)
What’s the ROI on Social Media? A Panel of Experts Weighs In
The recent Mailorder Gardening Association conference included an informative panel of MGA members active in various types of social media. Not surprisingly, questions from the audience quickly focused on the ROI of Facebook, Twitter, discussion groups and the like. The panelists each had somewhat different takeaways on the point. (Click on the headline for more…)
Techniques to Lead Your Reader’s Eye
In an excellent presentation on catalog design at last week’s Mailorder Gardening Association conference, Lisa Hodgson Balch of Sargeant House Design Studio explained how the concept of “gaze motion” is especially important in the gardening world.
In a nutshell, gaze motion means (Click on the headline for more…)
News From the MGA (Soon To be DGA) Conference
I’ve just returned from a week in Chicago, attending both the Mailorder Gardening Association (MGA) conference and the Independent Garden Center (IGC) Show.
It’s always helpful to compare notes with industry colleagues (click on the headline for more…)
More Ways Burpee is Growing a New Generation of Gardeners
Our last blog post discussed Burpee’s new campaign, Burpee Home Gardens, targeting Gen X and Gen Y newbie gardeners.
With their new I Can Grow campaign, Burpee is ensuring that younger generations (Click on the headline for more…)
Burpee’s Campaign to Entice a New Generation of Gardeners
Garden industry marketers typically face the same challenge: our primary audience is downsizing or eliminating their gardens, and the generations that follow did not grow up learning how to garden. Consequently, even if gardening is of interest, they’re overwhelmed and intimidated about getting started.
Burpee has done a magnificent job of addressing new gardeners through (Click on the headline for more…)
An Easy Way to Harness Word of Mouth Advertising
Are there people on your email list who consistently forward your emails to other people? Here’s an idea to keep them engaged and take advantage of the free word-of-mouth advertising they’re providing: (Click on the headline for more…)
Is Your Site Search Losing You Sales?
One of the biggest — and perhaps most neglected — influences on online sales is the quality of a website’s search feature. If consumers don’t find what they’re looking for on the first try, (Click on the headline for more…)
Three Important Changes in Customer Reviews
Customer ratings and reviews have long been a part of the buying process for many consumers. Three recent changes indicate that their influence is growing considerably: (Click on the headline for more…)
