Catalog Doctor: Stop Wasting Resources
No matter how great conceptually, any marketing idea must be executable at every level or it’s just a waste of time.
Q2: Have you prioritized your projects?
Let’s say you’re lucky and have a team of innovators. They’ve built plans for a Web site upgrade, spin-off catalog title, five-panel e-mail test program, and a digitally printed, selectively targeted wrap cover and VIP gift card program to launch in three channels.
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.
