Beki Weight

Beki Weight
Catalog and Direct Selling: Punch Up Your Product’s Resume

Turn a good idea into a best seller Every product is like a job seeker. A product has a resume; it interviews each time it’s shown on a catalog page or Web site; and if it presents its qualifications properly, it has a good chance of closing the deal for the salary … er, price … it demands. So how do you give your product the edge in a market filled with similarly qualified products? The same way you do in the business world: Network your way in the door, present a killer resume and nail the interview cold. Get in the Door If

The Age-old Argument Artists Are from Mars, Marketers and Merc

By Lois Boyle and Beki Weight It's true: The art department is located on a whole different planet than the rest of the catalog marketing machine. Artists and graphic designers wear different clothes, visit different Web pages, and speak an entirely different language. But as different as they may seem on the surface, beneath that lime green outfit usually beats the heart of a bona fide catalog professional dedicated to the same goal as other catalog professionals ... to sell products off the page. Selling product is a team sport. The marketer's role on the team is to select the right audience to