Catalog Doctor: Stop Wasting Resources
Prioritize by tabling some ideas. Then focus on others that maximize the return on your resource investment.
Q3: Will a higher-up kill the program?
Not long ago, a very large branded goods company — we won’t say who — decided to launch a catalog. The book was merchandised, designed, photographed and printed. Then the CEO saw it and hated it. Just before mailing, he ordered all the catalogs trashed.
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.
