Catalog Doctor: Rules to Live By
1. Prospecting costs money; get over it. Looking for a way to acquire new customers who are profitable the first shot out of the box? That used to happen, but not today. Times have changed. Today, look for a one year-plus breakeven or profit. Prospecting is still a good investment, but it's definitely an investment.
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.
