Catalog Doctor: Avoid the ‘Lazy Syndrome’ Epidemic
I say “sales” instead of “marketing” to highlight a fact we tend to forget: Your catalog is a salesperson. In fact, catalogs originally served as replacement salespeople. They had to do all their same work. Today, many books don’t perform the fundamental tasks that can turn a sale. Try these five prescriptions, and call me in the morning.
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.
