B-to-B Cataloging: The Multiprong Assault
Site penetration — mailing multiple pieces to qualified recipients at one business location — is a proven response-boosting technique. At a minimum, multiple contacts indicate you’ve identified a significant business and not a SOHO (small office/home office) with one part-time employee. At its best, the technique can capture the entire market within your target company so you become its sole supplier.
- People:
- George Hague
- J. Schmid
- Places:
- SoHo
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.
