Catalog Doctor: Spur Response With Unit Drivers
PATIENT: “What’s the best process for going about doing that? And how will unit drivers help increase prospect response?”
Unit Drivers and Why They Matter
A unit driver is simply a product that sells in high quantity. Why do unit drivers matter? High unit sales tell you a product has broad appeal, and broad appeal means higher response rates from a wide range of consumers — like prospects.
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.
