The 50 Best Tips of 2008

35. 7 copy drivers.
Always use these Seven Copy Drivers when composing B-to-B catalog copy: fear, guilt, flattery, exclusivity, greed, anger and salvation.
George Hague, J. Schmid & Assoc.
B-to-B Cataloging column, “Losing Sales With Dry Copy?”
February, Catalog Success

INSERT/ALTERNATIVE MEDIA

36. Bounce back with bouncebacks.
A strategically planned and formally managed bounceback program can help build your brand, improve retention and develop a new revenue stream, regardless of whether you’re in B-to-C or B-to-B.
Brent Niemuth & George Hague, J. Schmid & Assoc.
“Get a Little Bounce From Bouncebacks,”
March, Catalog Success

37. Don’t test too many variables at once.
“Testing too much too soon is difficult to measure, often not statistically relevant, and it produces a lot of hard work and headache for little reward. Balance beautiful creative with tried-and-true DM techniques.”
Georgina Johnson, Joules Ltd.
“The New ‘Alternative’” by Shari Altman,
August, Catalog Success

INVENTORY MANAGEMENT

38. A realistic approach to product planning and buying.
An approach called “continuous inventory” yields more predictable demand streams, more accurate inventory levels, special vendor pricing, optimized shipping and improved customer experiences.
Ray Goodman, Direct Tech
Inventory Management column, “See the Future, Then Stock the Future,”
April, Catalog Success

OPERATIONS, FULFILLMENT, MANAGEMENT

39. Use better benchmarking.
Performance benchmarking only identifies gaps in the desired result. Process benchmarking diagnoses the root cause of the gaps so they can be treated.
Kate Vitasek, Supply Chain Visions
“7 Steps to Self Assessment,”
April, Catalog Success

40. Order management systems transition.
When converting from one order management system to another, it’s best not to try to convert the open customer orders and open purchase orders. Instead, rekey these to eliminate the risk of improper conversion. This also gives the staff a little extra “practice” with the system.
Curt Barry, F. Curtis Barry & Co.
“Ops Tips of the Week,”
April 22, Catalog Success: Tactics & Tips