B-to-B Cataloging: Boost Response With Nontraditional List Selects
Significant portions of many B-to-B catalogers’ housefiles actually are consumer. These catalogers commonly are referred to as hybrid mailers. If you’re a hybrid mailer, you first should consider selecting by customer type — business or consumer. If your database doesn’t have customer type as a selectable field, I highly recommend adding and clarifying this select.
- 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.
