B-to-B Cataloging: Four Ways to Coordinate Marketing and Outbound Sales
If your brand promise is to match the lowest price anywhere, your sales staff buy-in is straightforward. Set parameters for confirming prices and give your staff the authority to match it. For another example:
Brand-washing Checklist for Cataloger XYZ
Brand Promise: Innovative solutions for the lawn irrigation industry
Ask the following:
• What does the phrase “innovative solutions” mean?
• What are the benefits of your solutions?
• How do your solutions differ from the competition’s?
• What is the higher-order benefit that your brand offers?
• What personal benefit does a customer receive by purchasing from your company, compared to the competition?
- 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.
