Making a Plan: How to Develop Three-year Projections
6. If your projections aren’t meeting targets, rethink one or more aspects of your company’s strategy through a process called “gap analysis.” That’s taking the gap between your projections and your target, then analyzing and determining how to close it. B-to-B mailers often don’t mail key housefile segments often enough. So test your current contact strategy to see if you’re maximizing those contacts. It’s also possible to be too conservative on prospecting by not testing enough new lists.
- 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.
