• Index
• Issue 1
• Issue 2
• Issue 3
• Issue 4

• Future topics

Why does publishing my catalog have to be such a pain?

     With advances in desktop publishing, e-Commerce, Customer Relationship Management (CRM) and the Internet it is easy to be overwhelmed by the technology options, formats and standards. Where does all this information (content) come from and how do you get it out to the market? With 20% of products driving 80% of your revenues, can you identify the 20% of your customers who deliver 80% of your company's profitability? The faster and easier you can deliver your messages to the right audiences the bigger the advantage you will have over your competition.

How do I get there?

1. Understand where the information you want to publish will come from.
2. Determine the best audience to target with that message
3. Discover how your key customers want to receive your message

What are the challenges?
     Your customers continually look to your organization to improve its value proposition, increasing the pressure to connect with them in new and unique ways. Technology has changed the way you connect with your customers. Not only do you need a strong print catalog presence but you also need to consider the impact the Internet and e-Commerce has on your business growth. In our September Issue of The Bottom Line we looked at the foundation of any good catalog project – The Publishing Plan.
     Lets begin to look at the challenge of collecting and sharing content inside and outside your organization.

Q. I have a vision for what I'd like the web to do for my business – so what's next?
A: A vision without a plan some would say is just hallucination. A 1999 survey...