Making a Plan: How to Develop Three-year Projections
Once you tally up the balance sheet, you’ll find that mail quantity drives more than 70 percent of expenses for many B-to-B catalogers.
If you already develop an annual contact strategy that outlines mail quantities by both house and prospect quantities, you’re ahead of the game. Take your strategy and run top-line projections for your housefile and prospecting quantities. When you use accurate historic metrics for response and AOV, you have a solid projection of your orders and sales for your first year.
- 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.
