B-to-B Cataloging: Catalog Nip & Tuck
Lands’ End, known for its high-powered con-sumer copy, brings the same energy to its B-to-B efforts. Its April 2007 corporate sales catalog carries the headline: “$19.50 Original Oxford: world’s greatest shirt value?” Many catalogers would have settled for “Oxford Shirts.”
Greatness is in your catalog copy. It just needs to be unleashed.
- 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.
