B-to-B Insights: Unorthodox But Effective
To improve your mailings for site penetration, there are a few steps to follow. First, ask your current customers if anyone else in their department or company needs a catalog. The benefits of this approach are that these names are free and you own them, enabling you to remail them without any rental fees. Another good way to find qualified names is through database co-ops that specialize in B-to-B. The benefit of this approach is that you'll find customers with known purchasing behavior for your type of products. Either way works; use both for maximum impact.
- Companies:
- Microsoft Corp.
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.
