B-to-B Cataloging: Cast a Powerful Net
When to Extend Your Brand Image
On the other hand, if your branded product essentially is a knock off of your competition with a different label, you’ll need to extend your search beyond specific, brand-identifying products.
Then, B-to-B catalogers often turn to the “variety factor.” The line goes: “Our customers can get everything they need from us. We’re the one-stop shop.” Or even better: “We’re the true one-stop shop!”
- 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.
