B-to-B Cataloging: An Efficient Circ-Cutting Plan for 2009
For this year, let’s strip your mail plan segmentation to bare bones and categorize your circ into three segments: the must-mail, should-mail and want-to-mail.
Must-mail segments generate immediate profits. Usually this is your active housefile, some requestors and top-performing rental lists. Select your profitable segments, and create a contact strategy and projection based on each segment’s size, response and average order value.
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.