Bill Nicolai
Senior Consulting Partner
Bill Nicolai is well known as an entrepreneur and innovator in direct marketing, not only growing his own companies, but also helping numerous other companies achieve success. He co-founded Good Catalog Company in 1992, growing the company to over $25 million in sales before its sale to Reader’s Digest in 1999. Prior to his success at Good Catalog Company, he was the Principal of Nicolai and Associates, a consulting firm specializing in marketing, circulation planning and mergers and acquisitions analysis. His clients included State Line Tack, Smith and Hawken, J. Peterman Co. and many other well-known catalog companies where his top management advice and hands-on marketing direction was instrumental in their rapid growth.
Bill Nicolai began his career in direct marketing as founder of the highly innovative outdoor equipment and apparel catalog, Early Winters. Early Winters, which is presently owned by Norm Thompson, was proclaimed Catalog of the Year by noted catalog guru Dick Hodgeson for its groundbreaking marketing and merchandising approach. Nicolai is author of numerous articles published in Catalog Age, now MultiChannel Merchant, and other marketing journals. He is a frequent speaker at the annual Direct Marketing Association and ACCM conferences as well as giving Webinar courses in conjunction with MultiChannel Merchant’s MCM Live! series. Bill often directs LENSER’s larger scale consulting projects and assists in developing the firm’s service and product offerings. He has a graduate degree from the Harvard School of Business.
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