B-to-B Cataloging: Are You Right Sized?
Now, I’ll say Category B netted $50,000 on $1 million in total catalog sales, and it also took 100 pages out of a 1,000-page catalog. The formula is ($50,000/$1,000,000) / (100 pages/1,000 pages). The ratio is now .5. On the other hand, if Category C netted $500,000 out of a total $1 million in sales while using 100 pages of a 1,000-page catalog, its sales-to-space ratio would be five.
- 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.
