B-to-B Cataloging: Cast a Powerful Net
One B-to-B company designed and sold maintenance equipment for large office and apartment buildings. Its product was expensive, but also the best on the market. Its sales staff had a level of confidence that was apparent. The company’s management consistently communicated and proved to its sales staff that its product was the best. It communicated the brand to staff. Since the sales employees were convinced of the products’ quality, they had no trouble communicating it to customers. The staff actually wanted to learn more about the products sold!
- 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.
