B-to-B Insights: 3 Ways for B-to-B Retailers to Save Marketing Dollars … and 1 Way Not To
To make selections on your older buyers, you can use your own transactional and firmographic data or you can send older names to a list broker for modeling. There's an expense associated with modeled names, but it's usually less expensive than traditional rented names and often modeled names perform significantly better than true prospects. If you choose to model your older buyers, run a test segment of the buyers who didn't make it into the model. This verifies that your model isn't leaving profitable names behind.
- 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.
