Catalog Doctor: Stop Wasting Resources
What a waste. The later you make changes, the more expensive they get. When you reach the last minute, limit changes to the super urgent — wrong SKU, wrong price, wrong photo. Learn to live with the changes you didn’t make, even if they’re pet peeves. Inconsistent comma use or an extra space never lowered response, so they’re not worth a high cost or the risk of missing a deadline. Do get these changes fixed on the Web, though, and make a note to fix them in your next print run.
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.
