B-to-B Cataloging: Hire or Outsource?
For example, B-to-B marketers often produce only one or two catalogs a year with multiple cover versions for their drops. They can outsource creative for less than hiring an art director who specializes in catalogs.
This principle can apply to whole departments. Take this actual event, for example: After serially hiring and firing fulfillment managers, one company president outsourced his entire fulfillment operation. He realized that some core competencies required specialization unique to his business, and others required a specialization that was transferable. The challenge is to know which is which for your particular business.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.