Your Multichannel Contact Strategy Chart
A contact strategy chart also proves to be a handy tool when building your catalog circulation plan. On it you can see all the holidays when determining the best weeks/days to mail your catalog, as well as the spacing between catalog drops to help determine frequency. To give users a quick program overview, ensure your chart lists in-home dates, the general creative theme for each catalog and their offers. Your catalog creative team can then use this chart for reference when developing campaigns. They can quickly view the various creative themes, in-home dates, surrounding holidays, offers and audience to leverage all the elements and create pacing from book to book.
- Companies:
- McIntyre Direct
Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or susan@mcintyredirect.com.
