Libey's 20 pillars for business success

Share this content:

WHITE PLAINS, NY - At the 8th Annual MeritDirect Business Mailer's Co-op and Interactive Marketing Conference, Don Libey, president of direct marketing consultancy Libey Inc., gave executives advice on meeting the pressures of increasing silent vendor partners, planning for the future, and improving profitability and valuation growth.

His 20 pillars include some classic musts - vision, product, talent, analytics, internal communication and new customer acquisition.

He said that despite postal increases, catalogs were still a viable channel getting new buyers. Another key pillar was distribution. Libey said it's important to reach the customer and to do it fast. Make sure your fulfillment center is on top of things.

"Look into tools, they are there to help you," Libey suggested. "You can create the very best things and without tools you still won't go anywhere."

The customer service pillar is absolute.

"Let's not ship things out on time," Libey said sarcastically. "Let's not answer the phones fast and when we do answer the phones, let's be rude. That makes sense."

His other advice was to become the very best in the niche that you are in. Libey identified niche-depth as another pillar.

"Niche-dominance is extraordinary," he said.

Image is everything. Who you are, what you do and how you do it all determine your image.

Libey said people aren't being creative anymore. He advised marketers to devise creative offers and share tactics with trusted advisors, in order to grow the industry.

Having a board of advisers is a good strategy.

"You need people who are not Machiavellian," he said. "And make sure they are not just dollar-oriented."


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above