B-to-B Insights: A New Toy to Play With?
The convergence of print and electronic media allows you to be much more flexible in producing your digital version. You can embed product comparison charts, warranty information and product reviews, for example. Some apps even allow for video.
If you're thinking about using a catalog for the first time, creating a digital version is much less expensive than creating a print version. Essentially you only pay the design, production and conversion expenses for the promotion of a digital catalog.
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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.
