B-to-B Cataloging: Are You Right Sized?
Not long ago, an art director for a “big book” cataloger asked me to critique her work, a catalog the size of a large metropolitan phone directory. Paging through, I asked what kind of sales analysis was performed on the merchandise, because the catalog promoted more than 30,000 unique SKUs. She replied none. The marketing department couldn’t hire more staff, and no one had time.
- Companies:
- J. Schmid & Assoc.
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.
