Catalog Doctor: Stop Wasting Resources
Q1: Will it execute?
Your marketing team has a killer three-tier offer. Design and copy are fantastic; deadlines are doable. Everything’s great. Now it’s time to get that offer on your Web site.
Oops, turns out the site won’t allow a three-tier offer. It can’t be programmed in. So you have to trash the concept, trash the creative and quickly develop a new offer that works with your current systems.
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.
