B-to-B Cataloging: The Multiprong Assault
Of course, that said, you may inadvertently suppress the wrong names. Key decision makers and influencers are notoriously difficult to identify. A solution is to successively mail the names that you cap. Your first catalog drop gets the names selected for the mailing; the second and third drops get the names that were suppressed from the original mailing. If you handle multiple mailings at one time in your merge, this is a relatively straightforward process.
- 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.