B-to-B Cataloging: Cast a Powerful Net
Unless you’re a warehouse operation carrying virtually every product and part of your industry niche known to humanity, it likely will be a challenge to claim variety as your brand. Yes, customers can get everything they need through your catalog, but your competitors’ customers likely are filling all of their product needs at the competition. If variety of products is what you can own uniquely as yours, great. But chances are you’ll need to dig deeper.
- 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.