B-to-B Insights: Catalog Curb Appeal
Front covers: Think of your front covers as a series of promotions highlighting your most important merchandise. Always put your best-selling and newly developed products that you believe will become best-sellers front and center. Your top customers and prospects will be receiving most, if not all, of your catalogs during the course of the year. This is your opportunity to show them the products they’re most likely to want. Design each front cover with a single product as the main focus for dramatic stopping power.
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.
