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Susan J. McIntyre

Catalog Doctor

By Susan J. McIntyre

About Susan J.

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.
 

Designed to Convert

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3 Things Every Retailer Should Know About Mobile Visitors
Apr 23, 2014

Even as smartphones, tablets and wearables become ubiquitous aspects of consumers’ daily lives, digital marketers continue to struggle to figure...



Return on Inventory

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Good Plans, Great Reactions
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An underappreciated component to inventory planning excellence is careful alignment of the planning calendar to the timing of marketing activities....



ThinkAbout: Inspirational Verve for Your Product Line!

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What's Waiting to Be ‘Just Born' in Your Production Line?
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What holiday best represents your brand? How might the successes from that season be a springboard for others? What whimsical...



Retail Revelations

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Many retailers are preparing for the busy holiday shopping days ahead by making sure their websites are working properly, their...



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Smart CEOs know two essential B-to-B metrics to successfully grow their businesses: contribution per order (CPO) for new customers and...



The Art of Delivering Style

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Although growing quickly may seem like the ideal scenario, it can cause operational issues for retailers who are ill equipped...



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2 Simple Ways to Become a Social Media Thought Leader and Build Your Following
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Today I begin a new series about social media marketing. The goal is to help you become more adept at...



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2014-2015 Conference Calendar for Supply Chain, Distribution, Postal, Specialized Industry and More
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The value of attending conferences is significant: learn from a combination of expert and peer-led presentations on trends and strategies...



Print-Plus

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Actions to Take (or Not Take) When Response Rates Decline
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Catalog response rates have been flat or trending down the past few years … or so it seems. The web...



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In an effort to give you a sneak peek into the upcoming Retail Online Integration webinar, One Size Does NOT...



Email Applied

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Taking Advantage of Events, Not Just the Big Holidays
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Most marketers develop an editorial and promotional master calendar to help organize their upcoming email schedule. You want to have...



Why Catalogs Aren't a Bunch of Ads Stapled Together

PATIENT: "Doc, our new owners want to change the catalog so it's more like a series of ads — aspirational, exciting, clean, with attention-grabbing headlines on each spread. They figure ads work to drive sales to their brick-and-mortar stores, so that proven formula will work for the catalog too."   Read More >>

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4 Tips for Fast, Easy, Error-Free Proofreading

Proofreading needs and deserves to be done right. With the right system, you can make it easy on your team, catch all the errors and inconsistencies, and avoid all the cost and logistics problems that errors can cause. Here are four tips how: 

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Catalog Testing: Whys and Hows

It's very tempting to skip testing in a catalog. However, I've seen too many ‘great marketing instinct’ and ‘common wisdom’ ideas crash and burn. It's much better to test first.  Read More >>

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9 Errors That New-to-Cataloging Firms Make, and How to Avoid Them

Catalogs have some significant differences from other channels, and that can surprise people new to cataloging. Here are nine mistakes that new-to-cataloging firms often make. These mistakes don't have to happen, however; they're within your control. Avoiding getting seduced by them can put you on the road to catalog success.  Read More >>

Learn From Your Competitors to Keep Ahead

Customer benefits are what it's all about. What makes your brand best for your customers needs to be woven throughout all your editorial, product copy, page heads, design and photography. First, define what makes you the best at XYZ. Second, define how to make it clear to your customer. It's not just about design differences. If you can make a true case for how you're different and why that's good for your customers, that's what no competitor can copy.

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7 Steps to a Smoother Photo Shoot

Photo shoots are complex events with a lot of steps (and thus potential for missteps) and people (so with potential strife and confusion). Here are seven key actions you can take to avoid the major drivers of photo shoot stress and chaos:  Read More >>

How Copy Can Increase Catalog Scannability

As a copywriter, you have copy tools at your disposal to increase copy scannability. More scannable copy means more folks read … and buy. Try these tips:

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‘Clean’ Design: Lean, Mean Selling Machine or Buying Barrier?

‘Clean’ design typically means more negative space (aka white space), minimal copy, larger but fewer images per product, sans-serif type, often smaller point sizes and sometimes gray type instead of black. To see if clean is for you, let's look at where it works and where it doesn't.  Read More >>

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