Author: Caroline Gensone

What does Amazon Prime and the Pied Piper have in common?

TEST, EXAMINE, DETERMINE Defined simply as the act of subjecting to an experimental test in order to determine how well something works. Historically we tend to be followers, sheep, once one goes, the flock will follow. In testing non vertical markets, this follower mentality holds true and we need to challenge the conventional wisdom of…

To Print or Not to Print? That is the Question

Since Tiffany & Co first printed their Blue Book, back in 1895, and said to be the first catalog printed, mailers have been vying for mailbox space and consumers dollars. Yet, is direct mail print is dead? Do we really need to be spending our dollars on printing catalogs, envelopes, requests for donations? To print…

To tell the truth

By the age of four, 90% of children have grasped the concept of lying and 76% of adults said it’s ok to “lie” sometimes. When you received a warranty card with request for self reported data had you lied about your age or income? How much your home is worth? They say 20% of us…

You don’t know data!

The ‘90’s! Trolls, big hair, Teletubbies, boy bands, Ferbies, The Spice Girls and the Rachel haircut. All fads we do not want to see coming back!! In 1994 when I started my career in direct marketing as a “list broker”, other trends included: the utilization of email was for the most part non existent (except…