B-to-B Insights: 3 Ways for B-to-B Retailers to Save Marketing Dollars … and 1 Way Not To
True confession: I love it when mail quantities in the United States are down. Although this trend is overall bad for our industry, in the here and now it's good news. The reason? There will be less competition in the mailbox for my clients. As a result, their response will soar.
Catalogs and direct mail continue to drive sales for niche and specialty B-to-B companies, but a question persists: Through web optimization, can't you get all of these sales by spending a lot less money? Without testing the theory, companies across the country are cutting their mail quantities, which is great news for companies that continue to mail.
- Places:
- United States
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
