Making a Plan: How to Develop Three-year Projections
Fill That Bucket
3. Any cataloger’s housefile essentially is a leaky bucket. Regardless of your best efforts, some customers will migrate down the recency scale into reactivation and finally into segments that aren’t profitable to mail. If you never prospect, your file likely would shrink to a fraction of its current size. To grow a company, fill the top of the bucket with names faster than they leak out of the bottom. This is why prospecting is essential.
- 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.
