B-to-B Cataloging: Four Ways to Coordinate Marketing and Outbound Sales
Phone channels require gatekeepers, too. Sales goals, training levels and employee understanding of your brand promise can all create “brand drift.” This is a subtle and unintended change of brand positioning that’s introduced to answer a perceived need.
In print, brand drift can occur because copywriters get bored and introduce a new copy voice. In outbound sales channels, your brand can appear to have multiple personalities, taking on the personalities of the individuals in the department.
- People:
- George Hague
- XYZ
- Places:
- Mission, Kan.
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.
