B-to-B Insights: Catalog Curb Appeal
If you have best-selling products that are seasonal in nature, plan on beginning your schedule with those. For example, veterinary supply catalogs have months when flea and tick treatments are top sellers. First slot your best-selling seasonal products on covers during the appropriate seasons, then take the remaining best-sellers and pencil them in for your other covers.
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.
