The 50 Best Tips
— Lois Boyle, J. Schmid & Assoc., “Brand Your Success by Enlivening Customers’ Experience,” Sept. 25, Catalog Success Idea Factory
✱ Disaster planning.
A seven-point quick guide in case of an unexpected work stoppage: 1. Designate a readiness team or individual coordinator to make lines of responsibility clear; 2. Set up phone and e-mail contact chains and test them; 3. Check your human resources policies; 4. Review your insurance policy; 5. Be ready for sheltering in-place in case you can’t evacuate; 6. Don’t let the game plan gather dust once it’s done; and 7. Be aware of your staff’s individual reactions.
— Liz Kislik, Liz Kislik Associates LLC, “Plan Ahead: Preparing for an Unexpected Disaster Requires Complex Foresight,” May, Catalog Success
✱ Embrace technology.
Technology shouldn’t intimidate would-be catalogers or those already in the business. It should be viewed as a vehicle to service clients as well as possible. If you’re thinking of starting a catalog or getting into the business, have a belief in your product and have a product that has a competitor differentiator. Then, you have to set yourself up organizationally and in terms of technology in a way that the customer always comes first.
— Russ Gaitskill, Garnet Hill, “It’s Only Natural,” June, Catalog Success
✱ On industry trade associations.
In considering the merits of joining the new American Catalog Mailers Association (ACMA), the issue here really isn’t ACMA, DMA or PostCom. It’s you. ACMA could certainly help the catalog/multichannel business, but unless you step forward to take an active role in whichever industry association you choose to be a part of, it really won’t make a difference.
— Paul Miller, Catalog Success, The Editor’s Take column, “Weighing in on the New Catalog Group,” July, Catalog Success
✱ So you want to deal with fair-trade vendors?