Catalog Doctor: Stop Wasting Resources
A common error in these first three examples is not thinking things through. You can avoid waste and grief by carefully plotting out the twists and turns your project could take and their consequences. Think more, act less, and you can avoid a great deal of waste.
Q4: Will a missing comma really lower sales?
It’s great to have a style sheet and ensure every “i” in your catalog is dotted and every “t” crossed. But strive to get it all right early.
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.
