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2. Paper catalogs face an uncertain future.

Mailboxes across the county are stuffed with countless catalogs every day. According to one estimate, 17.6 billion catalogs were mailed in the U.S. last year. That’s sixty-four catalogs for every man, woman, and child.

That may change. Catalogs of all types will find themselves under severe electronic competition. There are a number of reasons why a Web catalog is superior to a paper one. Continue Reading »

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The Internet revolution will transform all aspects of our lives.

In business there is never only one way to do anything.

• Some people prefer to shop in specialty stores, some people in department stores.
• Some people prefer to shop in supermarkets, some in neighborhood stores.
• Some people love shopping malls, some don’t. Some people love to buy from catalogs, some don’t.

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With consumers spending more money on landscaping and their lawns, it is not surprising the purchase incidence of garden equipment, furniture, and decor is strong as well. Purchase incidence of garden equipment, furniture, and decorative items for the garden (i.e., garden hardware) was 42 percent in 2003, down slightly from results of 47 percent in 2001. Continue Reading »

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B.Value world-class performance in every role: At strong companies every role, performed at excellence, is respected. If you want to understand the culture of a company, look first to its heroes.

• Within as many roles as possible, set up different levels of achievement. Identify specific criteria for moving up from one level to the next. Reward progress with plaques, certificates, and diplomas. Take every level seriously.

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Demographics tells who we are. Psychographics tells how we think and what we believe. The latter may be more difficult to predict than the former, but analyzing and understanding these human characteristics is necessary on several levels of marketing.

Northwestern Mutual Life Insurance Company hired the research firm of Louis Harris & Associates to conduct a study of college freshmen who would be the first graduating class of the new millennium. Here are a few indicative results of that survey: Continue Reading »

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We’ve neglected consumer desire. That’s why consumers are taking an extended holiday in this recession. Why the Web was wiped out overnight. Why many Christmas retailers and resorts have gone into mourning.

Today’s advertising is so busy looking over its shoulder to see what analysts are saying about its company’s stock value, and what its competitors are saying in their ads, that the consumer has been left out of the loop. Continue Reading »

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Purchase incidence of home textiles, which includes rugs, throws, pillows, and table and bed linens, dropped sharply in 2003. While purchase incidence peaked in 2001 at 60 percent, only 52 percent of households bought this class of goods in 2003. Once one of the prime categories associated with nesting and cocooning, consumers‘ new anti-clutter approach to home decor is turning them off this once-vibrant category. Continue Reading »

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Some 56 percent of U.S. households bought kitchenware and housewares in 2003, about even with the 58 percent that did the same in 2001.

A category that is often perceived as a household necessity, consumers are encouraged to buy when retailers and marketers give them a reason to replace existing kitchen accessories with the latest models that give new functionality or ease of use. Continue Reading »

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What is yet to be determined is how well the holding companies will grapple with the challenge of integration of their services. Over the years, they have bought up a wide variety of companies in different aspects of the marketing business, but there has not been a great deal of coordination among the various disciplines. Continue Reading »

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The Road Ahead Is Curvy and Treacherous, and Good Road Maps Are in Short Supply

Advertising Agencies

Because of the extensive consolidation that has taken place in the last decade, further consolidation will take place at a slower rate in the immediate future. Part of this is a reaction to the government’s closer scrutiny of the mergers because of the Enron debacle. A pause in consolidation at this point is also good because it will give the acquirers an opportunity to digest the new properties and position them efficiently within the corporate umbrella. Continue Reading »

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