To make the most of a vertical market, catalogers need to clearly identify their customers' needs.
At ACCM on Monday, George Hague, senior marketing strategist, J. Schmid & Assoc., noted that a key way to do this is through customer interaction, such as formal surveys via mail, phone or e-mail. The upside to surveys is that they can be an inexpensive way to float lots of new ideas. The downside? They can be labor intensive and difficult to compose properly.
"Not just anybody can write them well," he said.
Another way is via customer service reps, who regularly speak to your audience. Instruct them to go beyond taking orders and learn about the customer.
Site visits - particularly in B-to-B - can also be a way to learn more about your customers. But remember, he cautioned, your goal is not to develop a relationship. It's to discover how the customer's business functions.
Shoes for Crews is one B-to-B catalog that has a clear picture of its audience. The West Palm Beach, FL-based company manufactures and markets slip-resistant footwear to over 100,000 companies, including large chain restaurants such as Dunkin Donuts, Wendy's and Domino's Pizza.
Kevin Embry, vice president of marketing, said that the product itself was born out of customer suggestions. The shoes are marketed to businesses such as food service, healthcare and industrial firms.
The company found that a key way to help boost employee participation from client companies - and thus the bottom line - was to enable employees to purchase the shoes directly and then pay for them by payroll deductions. This makes it easier for the employees, who are often working for minimum wage, and helps the companies, which want to increase employee safety.
