DIRECT SALES: Never Mind the Big Etailers?
25 Tips from Five Publishers on Selling Direct to Your Customers
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Pay close attention to ROI. Some of Shambhala's direct selling initiatives have succeeded in reaching new audiences but did not produce the hoped-for payoff. The company tried breaking out "sub-niches" and sending targeted catalogs to them, as well as putting scaled-down versions of its catalogues in a magazine as a tip-in, but neither of these efforts justified the extra cost. "It saved us the postage and the cost of the list," Jacobs said of the magazine tip-in, "but we did have to pay for the ad space, and it did not seem to generate enough sales for us to continue to do that."
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James Sturdivant
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