B-to-B Insights: Catalog Curb Appeal
Just because a product appears on the front cover for one drop doesn’t mean it can’t appear on the back cover for another. It’s fine to repeat products on the back cover, just make sure they aren’t on the front and back covers at the same time.
Once again, first look for any products that are seasonally appropriate. During the winter holidays, banking supply companies see an increase in sales of currency gift envelopes. The season lasts about three months, but they don’t want customer gift envelopes on the front cover of every catalog during that time. Since they’ve already placed the envelopes on the front cover for the optimal month, slotting gift envelopes on the back cover for the other drops during the selling season is a good idea.
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.
