THE ESSENTIALS OF CATALOG & MULTICHANNEL MARKETING –
THE VIRTUAL SERIES
PART ONE: The Ins and Outs of Catalog Marketing:
A Primer to Building a Successful Catalog Business
Sponsored by the DMA Catalog & Multichannel Marketing Council
Series Overview
Is there a young professional or new associate in your organization seeking the essentials for building a successful catalog program? Or, maybe you or your colleagues are looking to brush up on the basics? Join this new, three-part virtual seminar orchestrated by seasoned professionals who will present an exceptional step-by-step tutorial. Learn how to build an effective communication plan, allowing for affordable acquisition and a strategy that builds customer retention. Learn the rules of profitable catalog design ... proven techniques that engage the customer, increase the average order and build your brand. Understand the ingredients of a great merchandise concept and square inch analysis but more importantly, how to plan for future success. Case studies, sample spread sheets and proven techniques will be presented in these three fast-paced, one-hour virtual seminar recordings.
PART ONE: The Ins and Outs of Catalog Marketing: A Primer to Building a Successful Catalog Business
Catalog marketing is all about determining who to mail, when to mail and what to mail. Its developing plans to acquire customers (“front-end marketing”), retain customers (“back-end marketing”) and increase overall purchase frequency to grow the business. Without a solid marketing foundation, the best merchandise concept and creative platform are left to flounder. In this session, you’ll be introduced to the concepts that are the lifeblood of every successful catalog company, including contact strategy development, new customer acquisition techniques, promotional strategies, segmentation models and the essential analytical concepts that every cataloger must master.
You’ll leave this fast-paced virtual seminar with an understanding of:
- New customer acquisition techniques and methods for evaluating their success
- House file segmentation strategies and methods for evaluating their effectiveness
- Customer contact strategy development
- How and when to use promotional strategies
- Key catalog and online metrics to evaluate the performance of the multichannel business
Who Should Attend
- Young Professionals
- Anyone new to the industry
- Veterans desire a quick and easy refresher
- Anyone involved in marketing, merchandising or creative
- Anyone in the catalog/multichannel industry desiring a basic exposure that are not involved in day-to-day marketing efforts
Steve Trollinger; Executive Vice President, J. Schmid & Assoc. Inc.
Steve Trollinger has developed and executed marketing strategies designed and employed to help his clients meet their goals – file growth, revenue gains, and increased profitability – for nearly 10 years with J. Schmid. Through segmentation makeovers, marketing plan overhauls, prospect strategy re-developments and overall business reviews, he has helped his clients improve ROI while improving efficiencies.
Heading up J. Schmid's Marketing Services Team, Steve has used “left and right-brain” thinking to conceptualize and evaluate both the creative and analytical aspects of direct marketing for a wide variety of clients including The HoneyBaked Ham Company, American Express International, Wolferman's, Hallmark Flowers & Gifts, Playboy, HP, American Stationery Co., Sundance Catalog, Isabella Oliver (UK), See's Candies, Cheryl & Co., Camping World, Eckler's Corvette Parts, Jack Stack Barbecue and others on projects including marketing, creative and merchandise strategies and analytics; circulation planning, business valuation, online strategy and implementation, financial analysis, start-up launches and more.
Steve has also written a variety of articles for key industry publications including Multichannel Merchant Magazine, Target Marketing, Catalog Success and DM News. He has spoken about successful circulation planning strategies, analytical techniques and general catalog marketing for several direct marketing conferences including the ACCM (formerly the Annual Catalog Conference), the Direct Marketing to Business (DMB) conference, Catalog Tech and for various local direct marketing associations and clubs.
We would like to extend a gracious thank you to our generous DMA Catalog & Multichannel Marketing Segment Sponsors:
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