The 50 Best Tips of 2008

30. Ask questions before you redesign.
Before you start looking at new fonts and cover treatments, determine the purpose of your redesign: Is it for the customer you have, the one who likes you just the way you are but could use a little something to relight the passion you once shared, or the one who’d never be attracted to the old you?
Sarah Fletcher, Catalog Design Studios
“10 Steps to a Successful Redesign,”
May, Catalog Success

31. Take a field trip to inspire creativity.
Get out of the office and take field trips to become your own customer. Shop competitors as well. Taking such trips for product development doesn’t have to be expensive, because you can visit local parks and coffee shops, among other places, to inspire creativity.
Emily Harris, Lotus Touch
“7 Tips to Make Your Merchandise Stand Out,”
June 10, Catalog Success: Tactics & Tips

LISTS, DATABASE MARKETING

32. Work your list harder.
The multichannel database has a much broader responsibility than it had in single-channel selling. Not only must you capture every sales transaction from every channel, but you also need to track and measure all results by promotional efforts.
Brent Niemuth & George Hague, J. Schmid & Assoc.
“7 Steps to Multichannel Mastery,”
February, Catalog Success

33. Focus on service over price.
Database marketing builds loyalty; discounts do not. Don’t use databases to promote price discounts because customers today seek more than low prices. They want recognition, service, information, convenience and helpfulness. You can deliver this if you build a database and offer these things to them.
Arthur Middleton Hughes, KnowlegeBase Marketing
“Beware, the 9 Deadly Mistakes of Database Marketing,”
June 17, Catalog Success: Tactics & Tips

B-TO-B

34. The right time to mail your catalogs.
In B-to-B, it’s critical to know when your customers and prospects receive their budgets. Also know when they’re required to use up their budgets. This is especially relevant for school districts, which in a number of circumstances are under a use-it-or-lose-it policy. In this case, mail six weeks prior, allowing time for your customers to process purchase order requests.
Ronda Anderson, American Time and Signal Co.
“7 Tips for Targeting Customers,”
May 27, Catalog Success: Tactics & Tips