I don’t know how many times I’ve heard Dan Farris, our Outreach Director, tell a business owner that if they don’t know what their marketing dollars are doing for them, just stop all together and see what happens. That’s exactly what J.C. Penny did with their catalog in 2010 when they discontinued its production. According to an article by Sam Sanders, J.C. Penny is now bringing it back for a select group of customers. They noticed that their online sales decreased in the last five years and after some research, determined the decline was caused by the discontinued catalog.
J.C. Penney spokeswoman Kate Coultas tells Sam Sanders with NPR, “Our research has shown that our customers, particularly when it comes to looking at home merchandise, still prefer to browse a traditional print piece but then go online to order the item or go into our store.” You need to know and understand your target market and how they tick. Five years ago the world was going digital so the decision J.C. Penny made to discontinue the catalog was solid. It’s a good thing they put tracking elements in place to see what was working and what wasn’t. It’s all about a return on investment.
Our team at Complete Media does this day in and day out. It’s all about analyzing the market and using our client’s marketing dollars in the most efficient way possible. When you think about it, what’s the point in investing in your marketing when you don’t know what it’s returning to you?