B-to-B Cataloging: Catalog Nip & Tuck
Try this trick for a rough draft of your product order. (You may want to shift one or two categories, but it’s likely the pagination you outline will be close to the pagination you use for your catalog.)
1. Begin pagination with your best-selling category.
2. Take your second strongest category and place it at the back of the catalog.
3. Place your third best-selling category after your first and fourth strongest category in the back of the book, just before your second.
4. Ping pong through until you’ve placed all categories.
- 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.
