B-to-B Cataloging: Boost Response With Nontraditional List Selects
• Create your own.
More catalogers are resorting to a labor-intensive, albeit effective, prospecting technique. They create their own prospect lists by searching the Internet for potential customers. If you sell specialty automotive parts supplies to muscle car shops, for example, you would search on keywords to locate individual muscle car shops throughout the county.
- 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.
