ROI

“It’s time for photospecialty stores to think a bit differently about how they go to market. For example, if dealers don’t have the ability to rank ZIP Codes by propensity to purchase a SLR or compact camera then they end up going to market believing all ZIP Codes deliver the same value to the organization, which is not true. Here’s a real-life example: I was consulting with a particular retailer that has 50 locations. I asked them what was their main advertising vehicle, and they said free standing newspaper inserts. I then asked how they determined which ZIP Codes to target? They said

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