B-to-B

Employ 5 Must-Do’s for an Effective B-to-B Marketing Database
June 24, 2008

Bad data costs money, affects customer relationships and results in missed opportunities, said Andrew Kapochunas, leader, customer data quality, for business credit information and report provider Dun & Bradstreet, during a session at the June 10-12 DM Days New York Conference & Expo. With that in mind, he discussed five “must-do’s” for effective B-to-B marketing databases. Must-do 1 Get out of the 1980s mind-set by benchmarking your marketing database for address accuracy, Kapochunas said. Find ways to better identify and correct inaccurate addresses. Must-do 2 Benchmark your marketing database for address completeness. Mailing the results of U.S. Postal Service address correction may be eliminating

Get a Little Bounce From Bouncebacks
March 1, 2008

Bounceback programs are often limited to inserting a copy of your most recent catalog — preferably with a different cover — into the fulfillment box. But as shipping rates, fuel surcharges and paper costs all increase, more catalogers are opting against this approach. They’ve run the numbers, and their incremental sales from those catalogs no longer justify the expense. If you’re in this position, or are wondering how to leverage shipping expenses, try a strategically planned and formally managed bounceback program. A bounceback program can help build your brand, improve customer retention and develop a new revenue stream, regardless of whether you’re in B-to-C

The 2008 Catalog Success 200
March 1, 2008

Companies of all sorts can quantify their value in numerous tangible ways, from sales volume to store counts to merchandise value and so forth. For catalogers and multichannel marketers who rely primarly on the catalog/online/direct element of their businesses, it's all about growing the housefile. If a multichannel marketer is adding new customers at a rapid clip, that's a winning team you want to be a part of. Launched in 2003, the Catalog Success 200 has always made housefile growth its raison d'etre. So here follows our sixth annual exclusive ranking of U.S.-based catalogers (or U.S.-based catalog units of foreign companies) with the fastest

Losing Sales with Dry Copy?
February 1, 2008

✂ Cut this out and tape it somewhere for easy reference. 1. Fear 2. Guilt 3. Flattery 4. Exclusivity 5. Greed 6. Anger 7. Salvation Reread the headline and deck of this article. They combine to use five of the Seven Copy Drivers (see the list above), which are a simple set of motivators. Ignore them at your own peril. If you write, edit or review copy for your catalog, tape this list to the wall next to your desk for easy reference. Refer to this list every time you work on your catalog’s copy. Now let’s take another look at the headline. What

U.S. Box’s Product Array Impresses, but Confuses
February 1, 2008

The U.S. Box Corp. catalog does a great job of showing potential customers that the company carries an impressive array of paper products to cover the packaging needs of everyone from boutique shops to catering companies to jewelry stores. However, the book has a number of flaws too, most notably a number of confusing product references that can leave customers scratching their heads. Front Cover Solid, Back Lacks The front cover shows both people and products; it’s engaging and fun. I’d recommend adding the Web address and toll-free phone number to the cover and spine of this perfect-bound, 176-page annual catalog, as well as

Update, Upgrade, Convert
February 1, 2008

Having a hard time finalizing your 2008 contact strategy? You’re not alone. The mission hasn’t changed: You want to develop the most efficient way to convert prospects into first-time buyers and first-time buyers into repeat customers. But piece together the rapid pace of technological change, the volatile economy, the ongoing migration and evolution from phone to Web ordering, then add the likely distraction of the presidential election throughout the year, and it can make any marketer feel like throwing in the towel in bewilderment. Realistically, there are only three ways to proactively convert known prospects to buyers and one-time buyers to repeat buyers:

Show Me the Numbers; Better Yet, I’ll Show You
January 11, 2008

Over the past few months, we at Catalog Success have been hard at work to further develop a hefty well of research data for our readers. In October we launched the Catalog Success Latest Trends Report, a quarterly series of original benchmarking research we’ve been conducting with the multichannel ad agency Ovation Marketing. In the coming months, we’ll also be running a series of mail volume charts provided by several catalog co-op databases. Like the Latest Trends surveys, these will run in the IndustryEye section of our print magazine. And for the past year or so, we’ve been running a regular reader poll.

The 2nd Catalog Success (Now All About ROI) Latest Trends Report on Key Issues (January 2008)
January 1, 2008

We bring you our exclusive new Catalog Success Latest Trends Report, the second quarterly joint venture with multichannel ad agency Ovation Marketing. This one focuses on the key issues in the catalog/multichannel business. As with our inaugural report last October, this survey contains a statistical analysis of a questionnaire we sent to the Catalog Success e-mail list in November. The responses came from 80 B-to-C and 45 B-to-B catalogers. You can click on the separate B-to-C and B-to-B charts below, as well as the cumulative chart. Some percentages don’t quite add up to 100, due to rounding.

Editor’s Take: Tracking the Most Telling Multichannel Trends
January 1, 2008

In the IndustryEye section of this issue on pgs. 12-13, you’ll find our second quarterly Catalog Success Latest Trends Report, a benchmarking survey we conducted in late November in partnership with the multichannel ad agency Ovation Marketing. This one focuses on key catalog/multichannel issues, and we’ve included most of the charts there, so I encourage you to take a look. You’ll be able to find some charts only on our Web site due to magazine space limitations. We also didn’t have the space to include the numerous comments that you — our readers and survey respondents — wrote in response to two of the questions.

Strike While the Fed Dollars are Hot
January 1, 2008

Every August and September, there is a spike in federal spending. This is the annual “use-it-or-lose-it” period referred to as the “busy season.” Government agencies (federal, state and local) are allocated specific funds each year. If money is left at the end of the fiscal year, the agency doesn’t get to keep it; the money goes back to the Treasury Department. The federal fiscal year (FY) is Oct. 1 through Sept. 30, while most states are on a July 1 to June 30 fiscal year. The question then becomes, how does a company go after that end-of-FY “treasure trove?” Here’s where B-to-B catalogers stand to benefit