Catalog Doctor: Stop Wasting Resources
PATIENT: Doc, times are tough and my resources are scarce. How can I be sure I’m using mine well? How can I avoid wasting time, manpower and money?
CATALOG DOCTOR: Focus your team on core efforts, and avoid low-impact tasks that might run your projects off the rails. Start by asking these seven waste-avoiding questions:
Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or susan@mcintyredirect.com.
