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.
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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.