B-to-B Cataloging: Cast a Powerful Net
Brand is what sets you apart from your competition — competition for retaining both customers and employees. For B-to-B catalogers, defining brand can be a challenge, especially if you sell a commodity product. Though brand primarily can be about your product, it easily extends beyond your merchandise selection. Taking a brand inventory is a good exercise to help you identify key elements of what makes you unique. To simplify matters, begin your brand inventory in terms of product, price, service and customer base.
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.