Catalog Doctor: Intense, Competitor Analysis

TEN: Take Action!

Your final step: Put your learnings and initiatives into action. Each initiative needs an action plan, a team to execute and deadlines. Ongoing initiatives also need ongoing systems (e.g., adding testimonials, which need systems for collecting, storing, editing, getting permissions and forwarding to creative).

These 10 tips will bring fresh new programs, improved efficiencies, higher response and a catalog that stands up to — and even leads — the competition.

Susan J. McIntyre is president of McIntyre Direct, a full-service catalog marketing agency and consulting firm based in Portland, Ore. You can reach her at (503) 286-1400 or at susan@mcintyredirect.com.