Catalog Doctor: Spur Response With Unit Drivers
PATIENT: “Doc, I want to increase response from my prospecting catalog mailings. We’ve already used all of the circulation tricks that we could think of. Is there an added prescription for lifting prospect response?”
CATALOG DOCTOR: “Yes, I recommend taking the products that are your unit drivers and getting them out in front of prospects in your catalogs, emails and website.”
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.
