Catalog Doctor: Stop Wasting Resources
Try limiting topics to, “What do you need from the other people here?” If a longer discussion is needed, use the stand-up meeting to set a time for an additional, special focus meeting for just those who need to attend.
Q6. Has your team learned the tools it already has?
An hour of waste here and there adds up to too much waste at the end of the year. And that’s what happens when staffers don’t know how to use their tools well. So they experiment and fail, and try the same things over and over.
Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or susan@mcintyredirect.com.
