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.
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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.