B-to-B Cataloging: The Multiprong Assault
2. Site Caps. Finding more qualified contacts at a site tends to increase response, but you can reach a point of diminishing returns. Some mail-room attendants even throw away multiple copies of catalogs that arrive in bulk. To circumvent this wasted circulation, cap the number of pieces that arrive at a single site at one time.
- 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.