B-to-B Insights: 3 Ways for B-to-B Retailers to Save Marketing Dollars … and 1 Way Not To
3. Shift circulation. The final way I've identified to trim catalog marketing costs is to shift your circulation from prospects to house lists. In other words, reactivate old buyers. As mentioned previously, most B-to-B companies don't mail their housefile effectively. Once you've instituted a matchback and contribution-level analysis, you'll likely want to test deeper into your housefile. Although you may not be able to mail your older segments with every mailing, you may be able to mail them seasonally, quarterly or biannually. Shifting circulation from prospecting to these profitable housefile segments saves you list rental costs.
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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.
