B-to-B Cataloging: An Efficient Circ-Cutting Plan for 2009
My printer told me to call you,” the man blurted, with obvious panic in his voice. “I’m on press and I need to cut circ. What should I do?”
“How much?” I asked.
“I don’t know.” (No surprise.)
His situation was more urgent than most, but many B-to-B catalogers are experiencing similar dilemmas. Faced with a sudden and unexpected decline in response, they need to cut circ but don’t know by how much. Cut too many pieces, or in the wrong place, and you end up hurting your bottom line more than helping it.
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.
