B-to-B Cataloging: The Multiprong Assault
2. Model. Various B-to-B list brokers can model your housefile to identify additional contacts at your sites. These models are straightforward to run, often cost only for the names that you select and can be an effective way to identify additional qualified buyers.
Beating the Gatekeeper
The following three techniques can help you get past the most important gatekeeper at your target sites — the mail-room attendant.
- 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.