B-to-B Prospecting: Dig Deeper for Better Names
Pickering explains that marketing to SoHos isn’t necessarily a bad thing. Some B-to-B catalogers have thriving sales supported by entrepreneurs running businesses out of their homes. But other catalogers need to focus on larger players. “As a cataloger, it’s very important to know which one you are,” Pickering says. “If you get addicted to high response rates but low dollars per thousand, you could be hurting your 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.
