Long Tail Demand and the Direct to Garment Printer

Long Tail Demand Retail

Long Tail Demand

A few weeks ago I made reference to a life lesson learned with my old garment business, Mad Gringo. The lack of data inherent in that business manifested itself in inventory and violated one of my other life lessons: keep cash in hand. Not all was lost because we bumped into a wondrous little machine from Brother via my friends at Axiom America – the Brother Direct To Garment Printer.

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Contact Database Marketing

Contact Database Marketing

Dig into your contact database

You’ve been in business for some time now. Over the years you’ve accumulated a good size database. The time has come to put those relationships to use!

3 Steps

Where do we start? Same place we always do, we measure.

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It’s Direct Mail Friday

Direct Mail Analysis

It’s a joy to get a visit from the mailman and occasionally he brings me goodies that are worth discussing.

Yesterday was no exception.

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Who will crack the mobile marketing nut?

mobile marketing

Head down!

Who will crack the code on how to market on mobile? Facebook? Twitter? Google +? Pinterest? Tumblr?

Not sure.

I know who is winning the battle right now.

Email.
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Are you ready to be inspired? 

 

Two horrible birds.

Love it.

Inventory stinks.

Inventory Management Challenges

Inventory Stinks

The nature of a retail startup involves “guessing” at what inventory to carry. And as our friends at Dell said many years ago, the result is “you end up with inventory, which is the physical embodiment of bad information”.

I started an online apparel company a few years ago. Mad Gringo. One of the products we carried was Tshirts.

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“DIRECT MAIL IS DEAD!”

I’ve read it here and there. The demise. Close the Post Offices. Eliminate Saturday delivery.

But then my postman shows up.

Leaning a little to the left. Looking a little strained.

With some effort, he handed me this catalog. Check it out:
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“What’s the ROI?”

Stretch Armstrong - Expand How You Measure ROI

Quick thoughts on what has to be the most popular question I get once my proposal gets to the CFO.

“What’s the ROI?”
(quickly followed by “What guarantees do you have?” – I’ll address that one at some point. . .swear.)

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I get excited about new business opportunities. Sometimes too excited.

When that happens and I’m trying to explain the process, I can practically hear this cartoon taking place in my client’s head:

The Chambers Pivot Process Explained

© 2006 Sidney Harris

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