B-to-B Cataloging: An Efficient Circ-Cutting Plan for 2009
Apply this budget amount to your should-mail segments. Your should-mail segments are rented files that respond at an acceptable acquisition cost or housefiles that respond at an acceptable reactivation cost. Start with segments that provide the lowest cost per order, and run your projections, with discounts as mentioned above, until you’ve exhausted the budget surplus defined by the response from your must-mail segments. Work your way through as many of your should-mail segments as you can.
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.