B-to-B Cataloging: Boost Response With Nontraditional List Selects
Response from B-to-B co-ops may not be giving the highest response rates — such as consumer catalogers can boast — but the response often offers significant roll-out potential of thosands of names. If you haven’t tried a B-to-B co-op lately, it’s time to reconsider.
If you feel that you’ll be bamboozled into giving up your unique housefile buyers, explain your concerns to your sales representative from the co-op. In the past few years, some of the B-to-B co-ops have made significant strides toward positively addressing the legitimate concerns of B-to-B list owners.
- Companies:
- J. Schmid & Assoc.
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.
