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THE ESSENTIALS OF CATALOG & MULTICHANNEL MARKETING – THE VIRTUAL SERIES

PART THREE: WHAT’S A MERCHANDISE CONCEPT & HOW DO YOU GET ONE?
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 seminars recordings.

PART THREE: What’s a Merchandise Concept & How Do You Get One?

Your merchandise is the reason people purchase from your catalog. Product selection can give your catalog a 20% to 30% lift in sales with no additional marketing expenses. But how do you select winning products?

Every successful catalog begins with a merchandise concept. Your merchandise concept helps define what goes into – and more importantly – what stays out of your catalog. When you support your merchandise concept with distinct branding and solid analytics, you have established the most important footing for your catalog’s financial success. In this informative and engaging session, you'll discover how to define your merchandise concept and how to analyze its success with new and actionable insights. Explore new ways to use your merchandise analysis to improve your product sales, leverage your marketing expense, identify critical areas that need immediate attention and improve your response.

Key points discussed will include:

  • Defining your merchandise concept
  • Rising above an "items" catalog
  • Squinch and what it means
  • Why themes matter
  • Dabbling: opportunity or waste of time?
  • Why great merchandise concepts fail

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

Speaker: George Hague; Senior VP, Marketing Strategist, J. Schmid & Assoc. Inc.

George Hague has more than 12 years of experience in circulation, advertising, consulting and financial strategy in the catalog industry.

George is a nationally recognized, award-winning marketing strategist in the catalog industry. His clients include High Plains Bison, BankSupplies, World’s Finest Chocolate, M&S Fine Foods, Cleaner's Supply, Tahitian Noni International, Shoes for Crews, Goodway Technologies, Africa Imports, St. Mary’s Press, Paper Wishes, and Exclusively Weddings. His work runs the gamut of multichannel strategy, circulation, ROI analysis, financial planning, marketing operations, design consulting and merchandise analysis. Results drive George’s work. With his keen insight and a wealth of knowledge and experience, he delivers success for his clients.

George is a regular contributor to Catalog Success magazine, where he authors the B-to-B Cataloging column and several feature articles. He also serves on the magazine’s editorial board. George is a regular speaker at conferences including ACCM, the Merit Direct Co-op, DM Days and the Business Direct Group catalog conference.

His work has included working as publisher and editor of Final Frontier: the Magazine of Space Exploration. He also helmed marketing and merchandising for Final Frontier's Space Collectibles Catalog. He served as vice president of ATG Publishing, the parent company of the magazine.

We would like to extend a gracious thank you to our generous DMA Catalog & Multichannel Marketing Segment Sponsors:

 

 

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