Making a Plan: How to Develop Three-year Projections
Proof Through Testing
You can improve response with better lists, offers, creative and product. But increasing your projections without proof from in-the-mail tests can end in disappointment. Use your known metrics and stick by them.
Most mailers need to complete their financial plan about three months before their fiscal year. The logistics of ordering paper for your first mailing often determines the due date for your financial plan. Consult with your printer for the last date of change for your first print quantity.
- 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.
