B-to-B Cataloging: An Efficient Circ-Cutting Plan for 2009
Now you have enough data to project how the economy affects response. Discount your historical response and average order values based on current trends. Trim negatively performing segments. The contact strategy for your housefile ebbs and flows more than usual. Previously profitable segments may have to be mailed less often.
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.