B-to-B Insights: A New Toy to Play With?
Digital catalogs also offer additional flexibility that you may not be able to afford in print. Your product density can be a bit looser (within reason) in a digital catalog. You don't have to cram products into every square inch of a printed page. If you only have JPEG images of your products, for example, these will work in a digital catalog whereas they won't work in a print version. If you've never produced a print catalog, contract the design services of a company that has. This relatively small expense ensures that you produce a professional catalog that sells off the page.
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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.
