Losing Sales with Dry Copy?
National Bankers Supply (aka BankSupplies) of Belleville, Mich., markets money-handling supplies and equipment. It has large banks and corporations as customers, but also prides itself on catering to small mom-and-pop companies. A headline for coin counters in its catalog promises, “No more late nights at the kitchen table sorting by hand. These machines will save you time and aggravation.”
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.
