Catalog Doctor: Avoid the ‘Lazy Syndrome’ Epidemic
It did so well, the budget was increased to add color photos, four-color printing, better paper, and other bells and whistles. Sales increased nearly 10 percent; 90 percent of the sales came from doing all the fundamentals right.
Susan J. McIntyre is founder and chief strategist of McIntyre Direct, a full-service catalog agency and consultng firm based in Portland, Ore. You can reach her at (503) 286-1400 or susan@mcintyredirect.com.
Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or susan@mcintyredirect.com.
