B-to-B Cataloging: Boost Response With Nontraditional List Selects
The companies that succeed with this type of preselection criteria tend to keep it simple, broadly defining categories and not getting too granular in their divisions.
When considering business type as a select on your housefile, however, keep in mind that these selects tend to work best for cover versioning and offers. They may not be predictive of response rates, though they can be predictive of average order values.
- 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.
