Learn From Your Competitors to Keep Ahead
PATIENT: "I'm confused. Is it better to make our catalog look and feel more like our competitors? Or is it a bad idea? Our marketing department is split."
CATALOG DOCTOR: "There are certainly things you can learn from your competitors, so do study them, as well as studying catalogs outside your field. But if you want to maximize sales, it's best to steer clear of copying."
Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or email@example.com.