Beyond a USP: The Secrets to Competitive Advantage
I discussed this concept during a session I led at the recent MeritDirect Business Mailer’s Co-op in White Plains, N.Y. When FedEx began overnight delivery to all 50 states in 1980, the company strategically positioned itself with the slogan, “When your package absolutely, positively has to get there overnight.” The carrier’s innovation changed the way we do business.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
