Are SOHOs Bringing You Down?
The co-op databases contain added modeling capabilities, identifying SOHOs for suppression or even for mailing — if specific types of SOHO businesses work for your product offering. But again, if you suspect SOHOs or consumers are problematic, the first step is identifying them and segmenting them in your mailings. By using the predictive and testing power of direct mail, you can determine with certainty how or whether to market to them in the future.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
