B-to-B Cataloging: Boost Response With Nontraditional List Selects
RFM should continue to play the paramount role in your list selections, but consider these additional house and prospecting list strategies that will help you in your marketing efforts.
Heed the X-factor
An X-factor is any variable that identifies a file segment not defined by RFM value criteria. X-factors don’t replace RFM; they supplement it.
- 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.
