Catalog Doctor: Rules to Live By
2. You can't predict test outcomes. What's worked for one company won't necessarily work for another. What worked five years ago won't necessarily work today. After working more than three decades in the catalog industry, I've gotten very good at predicting the outcomes of tests, but I don't get them right every time. Test, don't guess.
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.
