B-to-B Cataloging: Four Ways to Coordinate Marketing and Outbound Sales
Enter Brand-washing
If this is the case, you may need some internal brand-washing in which you create employee buy-in to your brand promise. Consistent, credible and sincere communication from your senior management team, backed by action and training are key. Your sales staff has to know that what it’s saying is true. It must feel confident that it’ll be supported by the product and service.
- 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.
