B-to-B Cataloging: Boost Response With Nontraditional List Selects
• Yellow Page listings.
Some mailers don’t realize that they rent names from the Yellow Pages. Sounds too simple, but it’s true. Rent by heading categories, which is the way you look up businesses in your local phone directory.
You can target by cities or regions and rent the businesses’ phone numbers for a coordinated outbound sales effort to coincide with catalog mailings. (When renting phone numbers, speak with your list broker to understand the parameters of their use.)
- 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.
