Welcome to the Talon Mailing & Marketing September 2007 Newsletter:
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For Marketers The Holidays Always Come
By Mark Kolier,
President, CGSM. Posted on BtoBonline.com
Being ready for the holiday season is
important - anyone can understand that. But being able to hit the ground
running when everyone is back from vacation after Labor Day requires
Summer is my favorite
season. Vacations, long days and warm nights always make me happy, and the
subsequent memories sustain me (and my fellow Northeasterners) during the
cold and dark winters. It is so tempting to turn off not only the
BlackBerry but your attention to marketing, with the idea that nobody does
anything until after Labor Day, anyway. While there is some benefit to
that notion, turning off and tuning out can also put your business on the
fast track to a disappointing holiday season.
Here are a few things to keep in mind while
contemplating those (in the words of the great Nat King Cole) lazy, hazy,
crazy days of summer:
1) In the retail sector, nearly 20% of all sales take place during the
holiday season, according to the National Retail Federation (NRF). This
year the season runs from Nov. 23 through Dec. 26.
2) Online spending is increasing at an accelerated pace
every year. During the first 56 days of the 2006 holiday season, total
online retail spending reached $23.11 billion, marking a 26% increase
versus the corresponding days in 2005, according to ComScore.
3) My own observations of online sales shows that these
customers are driven by “discounts and savings,” with “saving time” and
“free shipping” coming in a close second and third.
So being ready for the holiday season is important - anyone can understand
that. But being able to hit the ground running when everyone is back from
vacation after Labor Day requires advanced planning. In the catalog world,
holiday catalogs will begin to pile up in your mailbox in early October.
You can be sure that marketers were discussing those plans well before
If you have not made any significant plans to market your product or
services for the upcoming holiday season, here are several things you can
do to be ready for action:
• Optimize your Web site. SEO (Search Engine
Optimization) is the most effective way to market your product or service
on the Internet. SEO inspires organic search, which is the way your
listing can reach the first page of the big search engines such as Google
and Yahoo. Educate yourself if you are not aware. Paid search
(pay-per-click) and sponsored listings are not nearly as effective.
• Re-evaluate your prospect lists. Your
business is constantly facing new challenges and changes in the
marketplace that you must manage. It’s unlikely that every top prospect
from even a year or two ago will remain a top prospect. New prospects
should emerge and older less likely ones will be downgraded in your
• Review your company marketing material and
marketing messaging. Are they up-to-date and easy to understand and
distribute? Do they say what your company really does and can do for your
prospects and customers?
• Clean up your direct mail and e-mail marketing
lists. Postage went up May 14 and is expected to increase again in
2008. So it makes sense to consider who is getting your physical mailings.
The bottom 10% of your customer database holds that distinction for good
reason. Mail them less frequently, send them e-mail instead or cut some of
them altogether. Take your postal savings and invest it in the top 10% of
your customer database.
• Think about how you can use new media to promote
your business. Ask yourself how a number of new marketing
channels: mobile marketing (cell phone/PDA), social marketing (Facebook.com
and MySpace.com) and blogging, product or business placement in places
like Second Life can help your business reach new customers.
If you do even some of the things noted above your business will be in a
much better position for the holidays and beyond and there will still be
plenty of time to dig your toes in the sand, read the latest John Grisham
and bask in the sunshine.
Mark Kolier is President of direct
marketing agency CGSM (www.cgsm.com).
Home Shoppers Mixing Offline
And Online Channels.
by Charlie McCathie, Brand Republic
Shoppers are increasingly using
catalogues to pick a product before going online to place their order,
signaling a new trend dubbed 'flick to click' shopping, according to research from Experian.
Experian polled more than 1,500 British
consumers and found that seven out of 10 have shopped from home in the
last year, of whom 80% found the product in a catalogue and went online to place the
order. Consumers cited "convenience" as a major factor behind this lifestyle choice, with "access to high quality goods"
also declared as a crucial aspect.
However, consumers warned that follow-up telephone calls are not
acceptable, with 73% calling this communication a major turn-off. A monthly or quarterly email or posted newsletter would be more
welcome, and 60% would be happy to receive it. Mark Peacock, home shopping consultant at Experian Integrated Marketing,
believes the trend has been triggered by brands integrating their offline catalogue marketing campaigns with their online
He said: "Our research should act as a major
wake-up call for brands still thinking about using integrated marketing
techniques, simply because it works and consumers are embracing the mix of
old and new media."
Les Csonge, Sales & Marketing Director for
www.yudu.com agreed, saying "Consumers like the familiar format of
catalogues to browse the products they want - and this is driving the new
trend for companies producing digital edition catalogues - that way
consumers can browse through a familiar format, but click straight through
to buy the product they want."
and Mets Tickets!
are giving away two tickets to see the New York Yankees and Mets! To win,
be the first telephone caller (please don’t hit reply or email). Call
Michael Borkan at 631-667-5500 x 303. One set per winner. All games will
have fantastic seat locations.
Sunday September 23rd Yankees vs. The
Toronto Blue Jays 1:05 PM.
Tuesday September 11th Mets vs. The Atlanta Braves 7:10
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For Marketers The Holidays Always Come Early.
Home Shoppers Mixing Offline & Online Channels.
Yankee & Mets Ticket Giveaways!
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