B-to-B Cataloging: The Multiprong Assault
1. Data Hygiene. When you look at your mailing files, do you see contact names where company names should be? Do you see suite numbers where street addresses should be? If your data is dirty, the cost to standardize it will be well worth the expense. Standardized addresses have higher deliverability, which increases response and reduces wasted circulation. They also allow you to accurately count the number of contacts you have at each site. This is a vital step to managing your site penetration.
- 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.