B-to-B Insights: Catalog Curb Appeal
Discuss: With your sketches in hand, it’s time to discuss ideas with your photographer. When photographers understand how the headline text will interact with the final image, they can plan to have simple backgrounds in the specific places where the text will fall. If possible, have actual samples of the product on hand during this meeting. This helps when discussing props, backgrounds and lighting.
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.
