Something New, Something Old … Something Successful!

Get ready. This hasn’t happened since 1993, but according to Advertising Age, it’s about to be resurrected.

“It” is the Sears holiday “Wish Book” catalog, appearing soon in a mail box outside your home. And it won’t just be Sears sending catalogs this year, of course.

How can this be, you ask? Aren’t catalogs too expensive and old-fashioned? Only if you fall victim to the misguided thinking that the new media is a death blow for tried and true marketing techniques. Unlike the day “Video Killed the Radio Star” introduced MTV and music videos, catalogs today have too much going for them to succumb to a stake through the heart from overly enthusiastic “new media” denizens.

Why? Because catalogs offer great targetability and a less intrusive approach which, along with their testability and ease of using unique URLs, make them the perfect partner to the new media.

Catalogs can make the experience of online shopping easier and more comfortable for users. Almost any on-line shopping site is easy to use IF you know exactly what you’re looking for. Catalogs are effective in driving buyers to websites already armed with the knowledge they need to quickly find – and buy – what they want.

I’ve always stressed the importance of measurability in any kind of marketing. A catalog combined with a unique URL is an incredibly easy tool to measure.

Old-fashioned? Success never goes out of style.

Grant Johnson

Johnson Direct LLC


Things I Think I Think About Marketing

I think marketing today needs to be measurable.

I think marketing is ever-evolving, yet one thing always seems to be worth investing in … direct mail.

I think marketers need always to present their “real” selves to clients and potential clients … not a false front.

I think “creative” marketers are missing the point … sell the client’s product/service, not your whimsical ideas.

I think marketing is only on the verge of an explosion in “new media,” and we better get prepared for the tsunami if we want to satisfy our clients’ needs.

I think some large marketing firms are too arrogant for their own good, ignoring the best interests and wishes of the client.

I think some small marketing firms need to carve out a niche for themselves, rather than trying to be all things to all people.

I think the best marketing firms are selective about their clients rather than trying to land every piece of business that exists … they look for clients who will respect them as partners.

I think public relations is a highly effective direct response marketing tool.

I think we will continue to see a shake-out of firms that do not measure, track and analyze the work they do.

I think testing is done far too seldom in advertising and marketing.

I think integration is crucial to marketing success today.

I know the positive results measuring your work can have. I think …

Grant Johnson

Johnson Direct LLC