B-to-B Insights: A New Toy to Play With?
Regardless of whether you're converting an existing print catalog to digital or starting from scratch, you'll want to plan your promotional strategy for the digital catalog, including return on investment. For example, if you have different product categories that appeal to different types of businesses, you can create specialty catalogs that cater to those different niches. You also have the ability to quickly bring new products to market as a digital supplement. If you have a product line that requires more information to close a sale, you can create a digital catalog just for that. Develop a contact strategy for your digital catalog that presents an overview of your product mix, target audience, offers, marketing messages and promotional channels.
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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.
