Building Bandwidtch Means Building Everything

This book is full of helpful checklists that remind marketers of the basics, which often get lost in the shuffle. All of these can be applied to the planning and creating of catalog strategies. Here are a few:

E-MARKETING CHECKLIST

•Destination: Did you clearly define where this strategy is supposed to take your brand? Have you defined what success will be?
•Objectives: Are your e-marketing objectives clearly linked to your business objectives? Have you zeroed in on just two or three objectives?
•Targets: Have you defined your marketing targets from the inside out, starting with your own employees, your marketing partners, your current customers, your own investors and friendly analysts, other investors and analysts, trade business journalists, market prospects, and those who influence market decisions? The strategy you’ve defined must work for all of these marketing targets.
•Customer Benefit: Have you defined the brand benefit that covers all these audiences? Or have you defined specific benefits by audience group?
•Strategy Tactics: Finally, you get to do the ad (or catalog or spin-off). But you must define 360 degrees of tactics, to surround your targets with an integrated message.