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| Dear Colleagues, |
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| As the end of this year quickly approaches we feel and see the pain of many Brands. My team and I expected the economy to be uncertain and troubled this year and we know our community faces many hurdles (in addition to the horrific postal increases that had to be endured). In the face of the tighter economy and shrinking margins, we provide our clients with the grounding and support to take on the most challenging marketplace realities. We focus on identifying opportunities and generating growth and profit from their core markets. By identifying business concerns before they became realities we have been able to help our clients remain healthy in these uncertain times. |
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| Unfortunately we foresee at least another two years of economic challenges in our marketplace. We predict a continuing faltering economy where numbers will trail off with a weakened housing market, an election year that will bring with it double digit inflation and another postal increase. |
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| In order to meet these challenges head on, brands need to get their marketing, financial and merchandise departments in line and in sync. Understanding what it takes to motivate the customer to buy AND how much your Brand can invest per order is not only essential but mandatory. |
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| In this issue, we discuss the mandate to get an ROI out of a marketing database in The Next Mile, the importance of understanding the potential impact of the Summer Olympics in China if you are dependent on that country for merchandise. We also talk about new ways to look at Paid Search, Prospecting, and Coupon Sites, all of which focus on assessing your spend. Finally we talk about a great experience my company had this summer with our marketing interns from my high school alma mater (it was fun). |
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| This is the last newsletter for this year and I must end on a note that rings most important to me. I am a grateful entrepreneur, one who has had been fortunate enough to work with great Brands and a superior Team. For that gratitude, my company and I strive hard to give back. |
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| On a personal note, I was privileged to be part of a fundraiser for a community group which provides outreach and support for local families in need, single mothers and their children and the elderly. We reached out to our clients and friends and asked for their support and I was very touched by their generous responses. Their gifts made a tangible difference for the community and its constituents. My heartfelt thanks to AT Cross, Colonial Hardware, Tumi Inc, Eximious of London, Lillian Vernon, Smithsonian Magazine, Soundview Executive Book Summaries, Gary Bauman, Angela Render Web Development and our great friends Andrea Sole and Traci Thrasher. |
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| As we approach the season of giving and we look back on another great year of growth, we are grateful for all that we are and that we have been given, both in the generous hearts of our clients and the extraordinary outcomes of our work for our clients in a tough environment. |
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| We love your comments and thoughts on our articles. We thank you for your continued commitment to cheering us on as we try to take the direct community to a new level of excellence. The response from our last newsletter doubled over the one prior. |
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| My team and I wish you, your family and your organization the happiest and safest of holidays. |
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| My Very Best Always, |
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| M- |
