Anatomy of a Startup

Hire expert consultants for catalog marketing and creative. This is money well spent to develop a new catalog concept. Mr. Hambleton will kick-start his initial mailing with the industry’s best approaches. And he will avoid overly burdening his existing staff with the new channel.

Expertise in the Web or store channel doesn’t necessarily translate immediately into catalog management. The advice and direction from experts also will help yield the most information from early results to improve future mailings.