CDW Thrives in ‘New’ Market

4. Evaluate and adjust your metrics. Adjust your marketing vehicle (catalog, direct mail, advertising in trade magazines, etc.) based on the relative performance of each. The niche your product is in can determine the best way to market your product to the government. CDW’s thinking is, if you’re marketing to a city school district in which teachers generally don’t work with IT products frequently, the print catalog may be the route to go. On the other hand, a federal agency that is more IT savvy may be better off receiving an e-mail campaign.