Catalog Doctor: Spur Response With Unit Drivers
What Makes a Product a Unit Driver?
Low price. Some catalog marketers think unit drivers are always low priced. That’s not always true, but a low price can often help because low-priced products create an easier decision for a prospect to try out your catalog. Plus, low-priced products are more likely to be added on to an existing order.
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.
