Catalog Doctor: How to Grow Your Small Business This Year
PATIENT: "Doc, my small company needs to grow — even this year. But I don't want to branch out recklessly and try to be all things to all people. How can I grow my company, remain relevant, but not lose focus of our unique brand?"
CATALOG DOCTOR: "It's possible for a small company to grow, even in today's economy. Look at expanding into new programs while improving existing programs as well. Here are prescriptions for both."
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Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or susan@mcintyredirect.com.