Habits are Hard to Change

By John Malmo

http://stream.publicbroadcasting.net/production/mp3/wkno/local-wkno-874741.mp3

11-25-2009: Habits are Hard to Change, by John Malmo.

Memphis, TN – Among retailers who rely mainly on direct marketing, 62% say that snail-mail catalogs remain their biggest sales generators. That, despite the fact that less than 2% of catalogs create a sell. The average U.S. catalog retailer sends out 21 million catalogs a year, with a new edition every 26 days. The reason to keep selling using catalogs? We will always have several generations of shoppers, each generation with its own shopping habits, and buyers' habits are hard to change.

John Malmo is a Memphis marketing consultant with more than fifty years experience. He is former chairman of Archer Malmo Advertising and specializes today in helping small businesses grow. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to http://www.johnmalmo.com.