B-to-B Insights: 3 Ways for B-to-B Retailers to Save Marketing Dollars … and 1 Way Not To
What Not to Do
Avoid a knee-jerk reaction. Direct marketing is scientific. Develop a clear strategy that you can test. By correctly managing your mailing and back-end analysis, you can know for certain what works and what doesn't. Your gut may be correct, but test and verify your assumption. This way you not only avoid a costly mistake, but you measure and define your improvement to help build on your initial success.
- 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.
