B-to-B Cataloging: Boost Response With Nontraditional List Selects
This technique only works for niche B-to-B marketers, since very specific types of businesses require their products. For many mailers, this technique should be a last resort. But for smaller catalogers on a budget, it can yield good results.
u Talk to your broker. Working with a list broker remains one of the best ways to find new prospective lists. An open discussion with the broker, combined with the willingness to test some of its ideas, will go a long way to opening up new possibilities for your business.
- 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.
