B-to-B Insights: Unorthodox But Effective
One point to remember: Be careful not to mail too many catalogs into one company at a single time. Any good list processor can give you a site penetration report for your merge/purge. As a rule of thumb, keep your mailing to three catalogs or fewer per site for your prospect lists. Save the leftover names. You can mail them as a separate flight a couple weeks later or use them for your next mailing.
- 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.
