Catalog Doctor: How to Grow Your Small Business This Year
A catalog marketer I know decided to increase its green efforts. The company switched to certified forestry-sustainable paper for its catalog, and printed the certified logo on the back cover with a little message. Small changes like this won't deliver a huge lift in response. But they'll likely get some extra orders. That's worth minimal time (maybe four hours) and zero cost.
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.
