B-to-B Insights: Catalog Curb Appeal
Here’s how to plan your covers for traffic-stopping curb appeal:
First, make a list of your best-selling products. You’ll probably end up with more cover ideas than you have opportunities to mail. That’s good. Go ahead and begin development on all of them. Some ideas won’t work, but some may surprise you.
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.
