B-to-B Cataloging: Cast a Powerful Net
Start with your product selection. Does it make you special? Do you carry products that address similar benefits, such as convenience, ease of use, reliability or other business concerns? Is there a theme in your product mix that your merchandising staff uses to find new items to carry in your catalog? If so, you may have a good start on defining your brand.
- Companies:
- J. Schmid & Assoc.
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.