B-to-B Cataloging: Cast a Powerful Net
Price is another fallback position for B-to-B commodity catalogers. If you’re considering positioning yourself as the “low-price leader” of your niche, beware. The low-price niche is one of the most difficult to hold. Somebody usually can trim a few pennies and meet or beat your price. If you’ve built your brand solely on low price, you’ll be in trouble.
- 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.
