Author Archives: Terry jukes

B2B Catalogs versus “the local dealer/distributor”

I had a conversation with a client a week or so ago about the competition he was facing from “local dealers”.    He was complaining that his locally based competition had gained advantage over the years as they had immediate access … Continue reading

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Is there a Perfect Storm Approaching

I have been doing a lot of strategy work lately for several different companies and have come to believe that there may be a “perfect storm” approaching for B2B catalogers.   Here are three big picture issues that I believe should … Continue reading

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Are You Testing New Mail Formats?

I am always surprised at the lack of testing that B2B catalog mailers are doing.   All too often we fall into our ruts and let our testing programs go stale…..or we just get too comfortable with the results of our … Continue reading

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Are your socks different?

As B2B merchandise marketers we often are faced with trying to differentiate our products and services. I have many conversations with clients about their frustration with ever increasing competition and ever eroding gross margins. My message is always the same. … Continue reading

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Weak growth year predicted for b-to-b merchants

2012 is going to be a weak growth year for business-to-business merchants Various economic forecasts are estimating 2% to 3% GDP growth in 2012, about the same as 2011. But they are also forecasting a 4% to 6% increase in … Continue reading

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B2B multi-channel marketers take note: It’s about the site first!

It is surprising to me how many B2B multi-channel marketers do not yet have complete buyer analysis at the site level.   After all, it is the site where demand is generated.   Let me explain. For years we (B2B marketers) followed … Continue reading

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Online Video Boosts B2B Catalog Sales

The role of the catalog is changing.   It used to be the only customer communication and sales vehicle but today it is one element (albeit the main course!) in the customer communications mix. In the B2B world the cost of … Continue reading

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B2B Online sales best practice.

Most of my B2B direct selling clients are struggling with the integration of their online selling efforts versus their direct mail and telephone selling efforts.  In our multi-channel world it is difficult to assess what really drives both orders and … Continue reading

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The USPS and B2B Catalogs – Will postal rates increase?

  If you run a B2B catalog company, chances are you have been following the continuing saga of the USPS wondering how future postage increases will affect your business.  The short answer is that the magnitude of postage increases in … Continue reading

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Measuring ROI on B2B Marketing Activity in a Multi-Channel Environment.

Measuring ROI on B2B marketing activity in a multi-channel environment.  Most B2B marketers today struggle to measure and allocate expense and return to various marketing efforts.   The interrelationships between sales and marketing activity like direct mail, email and telephone sales, … Continue reading

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