Catalog Doctor: Rules to Live By
4. The message "Save this catalog, it's the only one you'll get this year" doesn't work. No brand has ever succeeded in cutting its mailing frequency by telling catalog recipients to "Hang onto this catalog for a year ... " and customers did. Almost none will. Instead, mail as frequently as you can manage, depending on how many catalogs each customer segment "earns" from your company.
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.
