Kathy Johnston

Kathy Johnston
Direct Selling: Play Conductor

A well-executed print campaign is like a great performance by an orchestra. When all players come in on cue with perfect timing, the performance is elevated to greatness. Various pieces—envelopes, letters and brochures—of your direct mail campaign are printed at different vendors and then merged together at a lettershop for personalization and mailing. Knowing each vendor’s work flow, scheduling, and dos and don’ts can be daunting—not to mention the maze of postal regulations. Every detail has to be perfect. If the mailing is late, it can ruin the results. If it’s printed incorrectly, it can be costly to correct. So, what’s the secret to executing

Avoid Production Pitfalls

Good planning can help circumvent cost missteps with your catalog mailing. By Kathy Johnston Launching a direct marketing campaign is not so different from hosting a dinner party. You select the place (vendors), time (schedule), guests (mail list) and menu (printed pieces). And, like other events, direct marketing campaigns are fraught with the potential for hiccups and disasters. The manufacturing process begins when your project moves from concept to reality. Like the dinner party, everything prior is conceptual—the design, mail plan, even the merchandise. Once you begin putting ink on paper, however, it becomes real. Any error becomes a costly mistake instead of

Avoid Production Pitfalls

Good planning can help prevent costly missteps with your mailing By Kathy Johnston Launching a direct marketing campaign is not so different from hosting a dinner party. You select the place (vendors), time (schedule), guests (mail list) and menu (printed pieces). And, like other events, direct marketing campaigns are fraught with the potential for hiccups and disasters. The manufacturing process begins when your project moves from concept to reality. Like the dinner party, everything prior is conceptual—the design, mail plan, even the merchandise. Once you begin putting ink on paper, however, it becomes real. Any error becomes a costly mistake instead of

Choose the Right Print Partner

Knowing Your Options and Defining Your Needs Will Improve Your Ability to Choose the Right Printer By Kathy Johnston Selecting the right printer for your catalog is critical to the success of your mailing campaign. Poor execution can result in poor quality, which will negatively affect your brand and increase returns—or poor timing, which will affect your response rates. A catalog mailing is a very specialized project. It combines high quality printing with direct mail requirements for versioning and time sensitivity in the mail. With these requirements in mind, a printer specializing in catalog production and mailing often will be your best partner. Fortunately,

Catalog Watch-Boost Results With Print Technology Innovations (

By Lois Boyle and Kathy Johnston Can print technology improve your catalog's results? Absolutely! When print technology is integrated with circulation, merchandise and creative plans, it can't help but benefit your catalog. Many catalogers have toyed with different print sizes and paper weights, but few investigate or test other options outside the status quo. In part one of this two-part series, we will explore innovations in print technology and how they can enhance your business. Are you taking advantage of the technology that your printer offers? Do you include your print production manager in your campaign kick-off to research those options? A