Catalog Doctor: Conquer 'Fear of Selling'
PATIENT: Doc, catalog response has dropped. We've made some changes, but my team says they're all based on catalog rules. Look at our recent catalogs: Do you see what could have caused the drop?
CATALOG DOCTOR: It looks like your team has been infected with “Fear of Selling,” caused by catalog marketing myths. Particularly susceptible are decision makers without marketing backgrounds, marketers without catalog experience and designers who never see test results. Try the following prescriptions for debunking catalog myths.
- Companies:
- McIntyre Direct
Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or susan@mcintyredirect.com.
