When the customer component was brought into the equation, an unclaimed differentiator became apparent. The customers were harried administrators who often had to maneuver a Byzantine internal purchase order system to purchase an essential product. The company that could solve this problem for the customer had a clear advantage. Ironically, this company had solved it. It just wasn’t promoting the service. A brand differentiator was born!
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.