B-to-B Cataloging: Boost Response With Nontraditional List Selects
Once you verify the mailable depth of your consumer file, cut back on mailing the consumer segments that aren’t delivering an acceptable ROI. Your lower mail quantity saves you money with minimal effect on your top line. You may, however, redirect your circulation from the weak performing consumer segments to a re-mail of your best performing B-to-B segments.
- 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.
