B-to-B Cataloging: Who’s Buying? Who’s Working?
A crucial point of your brand inventory is to take a look at the most important element of your business: your customers. Who are your customers and why do they buy from you? Why do your customers identify with your company? Are your customers high end, wanting the best? Are they unpretentious with solid reputations? Your customers are identifying with your company. Discover more about them, and you’ll discover more about where your business should focus its efforts.
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.