B-to-B Insights: 3 Ways for B-to-B Retailers to Save Marketing Dollars … and 1 Way Not To
You can also choose to mail fewer catalogs to your housefile. In theory this means cutting names that you no longer mail profitably. When you discontinue mailing a customer segment, you tacitly acknowledge that those customers are, in fact, no longer customers. That said, it continually surprises me that many B-to-B catalogers let their customers go before they're ready to leave.
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- 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.
