B-to-B Cataloging: An Efficient Circ-Cutting Plan for 2009
Is there budget left? Focus next on your want-to-mail segments, which should be mainly test lists.
You may not be able to bridge the entire gap between your sales objectives and your response realities. You can manage your mail plans effectively for your bottom line, however, while still maximizing circ.
George Hague is vice president of J. Schmid & Assoc., a catalog consultancy. You can reach him at (913) 236-8988 or at GeorgeH@JSchmid.com.
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.