B-to-B Insights: 3 Ways for B-to-B Retailers to Save Marketing Dollars … and 1 Way Not To
However, those same companies that are benefiting from their competitors' error are seeing their own postage and paper costs increase. As a result, their catalog marketing benchmark inches up as a percentage of sales. It makes good business sense to cut costs where you can.
There are three main ways to save money in catalog marketing: mail fewer catalogs, mail fewer pages and shift mail quantity from rented names to house names — whether they're prospects or buyers. You can tweak trim size and paper weight, but those savings tend to be small compared to the big three.
- Places:
- United States
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.
