The Big Fat Marketing Blog

Is there any difference between spamming someone and really just trying to get the most from your customer? Here’s why I ask. more

Is there any difference between spamming someone and really just trying to get the most from your customer? Here’s why I ask. more

The teen retailer, Abercrombie & Fitch, frequented by preppy and status-conscious kids, has gone out of style. No matter how much it believed—and banked on—that kids would never, ever, ever abandon its stores filled with sexy clothes and half naked men, they did, and in record numbers.

It tried to ride out the recession maintaining its high prices, an arrogant mindset that turned off its customers. Most other marketers were listening to customers and acting accordingly, some by lowering prices, others by adding value, offering money saving options and suggestions or reworking messaging to relay compassion to worried, cash-strapped customers.

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Sure, direct marketers are always hearing about folks who are tired of getting tons of direct mail. Folks complain about their clogged mailboxes, put their names on do-not-mail lists and do everything but string garlic around their necks to keep the postman away.

But what about people who want more mail?

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Sure, direct marketers are always hearing about folks who are tired of getting tons of direct mail. Folks complain about their clogged mailboxes, put their names on do-not-mail lists and do everything but string garlic around their necks to keep the postman away.

But what about people who want more mail?

more

The Boston Globe Sunday Magazine had an interesting piece a few weeks ago profiling Christopher Kimball, the creator of America’s Test Kitchen.

I had the chance to hear Kimball speak a few months back at the New England Mail Order Association’s spring conference and was struck by his comments that, at least in his magazine Cook’s Illustrated, less was…if not more, than at least all that was necessary.

Let me explain.

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