Fluff or Reality?

Six months from today, you’ll have a choice – do you want fluff or reality?

On Thursday, April 5, 2018, Datamann will be hosting our sixth annual seminar on catalog growth and survival for the VT/NH Marketing Group.  I’m very proud to say that this has become the largest single-day event for catalogers in the US.

Once again, we will be joined by two of the industry’s leading experts on the future of catalogs and ecommerce – Amy Africa and Kevin Hillstrom. We will give you specific, detailed methods on how to survive and even grow in this tough market.

Here is where you have a choice about fluff or reality.  I saw that one of the co-ops gave a presentation last month at a conference about selling on Amazon. The co-op rep was a co-presenter with a guy that has actually sold products on Amazon for 5+ years, and who could have used the full hour (he could have used a whole day) to discuss all the nuances, tricks and implications of selling on Amazon. But the conference organizers chose to give half the session time to the co-op – possibly because the co-op was a sponsor of the event.

This had me intrigued – since the co-ops are missing out on all the transactions that are migrating to Amazon, what could one – or any – of the co-ops possibly have to offer about the subject? I downloaded a copy of the presentation, and the 21 slides from the co-op were the usual superficial fluff you would expect. The first dozen or so slides described the Amazon shopper’s demographics, as compared against the co-op’s database. No surprises here since probably more than half the US population uses Amazon. The next few slides were about the Amazon customer’s perceptions of retailers and their opinion on free shipping. Guess what – the co-op’s findings are that Amazon customers prefer Free Shipping. (I’ll bet you are kicking yourself now for missing this presentation).

So, what was the final message from the co-op regarding Amazon? It was basically this: Go ahead and sell on Amazon because the Amazon customer is also buying from other sources – like catalogs – at “more than average levels” as indicated by activity found in the co-op’s database.  Of course, nowhere in the presentation does it indicate how that average Amazon shopper’s activity has been trending with non-Amazon sources over the past five years.

And we know why that number was not reported – none of the co-ops want to admit that Amazon is choking off their transactional information, and thus their ability to provide you with viable prospecting models. What else would you expect from one of the co-ops but a presentation that says all is well, and Amazon is not a problem for either you, the mailer, or the co-ops?

I know you are not that naïve. I know you want to be treated with respect. That is why our seminar exists, as an alternative to the few remaining catalog conferences, symposiums, client events, etc., that are vendor sponsored, vendor dominated, full of fluff sessions and hard selling of services to you. Sure, Datamann is the sole sponsor of this event for the VT/NH Marketing Group, and Datamann clients get a few perks from attending. But in six years, I’ve never used the podium to tout Datamann’s services. Nor do I share the attendees list with any other companies that want to set up time with you to discuss retargeting, Facebook ads, or online tracking. If you attend our seminar, you can relax and learn.

I’m honored to have Kevin and Amy join us again. We will not be presenting fluff. The tools, strategies, and tactics we will share are not easy tasks to accomplish. They are hard work. (No, there is no magic mailing list which Kevin is going to reveal to you when he says to adopt low cost/no cost methods of customer acquisition).  We will be discussing the reality of the industry and your survival. Sadly, some of you won’t survive. But you stand a better chance of continuing the fight if you face reality instead of naively embracing fluff.

The 2018 seminar will be held at a new location (for us) – the Event Center of Nashua, New Hampshire, a new conference center combined with a Marriott Courtyard only a few miles over the border in New Hampshire from Massachusetts, and much easier to get to if you are flying into either Boston or Manchester.

More to follow. See you in Nashua in April.

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by Bill LaPierre

VP – Business Intelligence and Analytics

Datamann – 800-451-4263 x235

blapierre@datamann.com