B-to-B Cataloging: Boost Response With Nontraditional List Selects
• SIC/NAICS codes.
Renting by SIC/NAICS codes is hardly new, but there’s a new twist to the process. You now can have your housefile analyzed for these business codes and receive information regarding the number of employees, estimated sales and other “firmographic” data for your housefile.
With this additional information, you now can rent prospective names that are more like your customer base. This is a significant improvement over simply mailing by SIC codes. A number of vendors, including Donnelley Marketing, offer services such as this.
- 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.
