Catalog Doctor: Stop Wasting Resources
What a waste. All that time, work and money. When starting any project, review it with everyone who needs to sign off on it. If there’s someone higher up who can pull the plug on your project, be sure to get a sign-off before you carry it too far. Don’t pull the trigger unless you know someone else won’t pull the plug.
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.
