Catalog Doctor: Stop Wasting Resources
What a waste. Avoid sidetracking onto off-brand ideas, off-ROI ideas, and ideas the staff loves but don’t ultimately redound to your customers’ benefit. Keeping the customer king keeps you focused on growth and profit.
Susan J. McIntyre is founder and chief strategist of catalog marketing and consulting firm McIntyre Direct (susan@mcintyredirect.com).
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.
