B-to-B Insights: 3 Ways for B-to-B Retailers to Save Marketing Dollars … and 1 Way Not To
In my experience, after performing segment matchback and contribution-level analysis, I've yet to see a mail plan that wasn't significantly altered from what we learned. Without analyzing this level of detail, you're guessing at what to do next. In reality, you can know exactly what you should do.
2. Reduce page count. The second way to reduce marketing costs is to cut catalog pages. For decades, the general rule was the more pages you mailed, the higher response and average order you received. Of course, there was a point of diminishing returns, but the general principle held. This dictum no longer holds true 100 percent of the time. In a recent head-to-head comparison, a smaller page count catalog outperformed a larger version.
- 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.
