B-to-B Cataloging: The Multiprong Assault
For some B-to-B catalogers, certain job titles, such as human resources director, can identify potential customers. But other catalogers can’t easily narrow their customer bases to a single contact. Their products appeal to employees across an organization with a variety of job titles.
If you market nursing uniforms, for example, every nurse in a given hospital is a potential customer. Here, managing multiple site contacts is essential.
- 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.