Time for a little fun ... take the following quiz ... answers and grading are found at the end of the quiz.
Question 1: Are you ...
Question 1: Are you ...
- A merchant who uses catalogs to sell merchandise to customers.
- A cataloger who uses merchandise to keep mailing catalogs.
Question 2: How old is your average customer?
- Under the age of 55.
- Age 55 or older.
Question 3: Do you take existing catalogs, change the cover and back page, then "remail" the catalog to the customer?
Question 4: When a customer purchases online, what do you do?
- Match the order back to a catalog.
- Dig into the marketing channels that caused a purchase, looking to optimize the marketing mix.
Question 5: When business is down 10% to plan, who gets the blame?
- The person who created the plan.
- The catalog.
- The online marketing team.
Question 6: Your paper rep and your print vendor is ...
- A trusted advisor.
- A paper rep or a print vendor.
Question 7: When your co-op creates a new model, do you ...
- Enthusiastically test the new model.
- Question your co-op how they are using data from the new model to sell digital solutions that integrate your data with social / mobile activity from other companies.
Question 8: When a catalog is in-home on a Monday, do you ...
- Measure catalog performance on an hourly basis.
- Wait patiently for a month for results.
Question 9: Do you measure the profitability of your online marketing activities with the scrutiny that you measure the profitability of your catalog marketing activities.
Question 10: You probably have a report that tells you how many new customers you acquired in the past year. Do you have a report that tells you how many new items achieved best seller status in the past year?
Question 11: You have three managers. Which manager is most likely to be promoted to the Vice President of Marketing position next year?
- Manager of Catalog Circulation.
- Manager of Online Marketing.
- Manager of Mobile / Social / Community Strategies.
- We don't have a Manager of Mobile / Social / Community Strategies.
Question 12: When we attend NEMOA, we attend NEMOA because ...
- Of the parties and the people we get to see.
- Because the content is better than what you see at Shop.org, Internet Retailer, or the DMA Conference.
Question 13: If the cost of postage were to increase by 15% in 2015, what would you be most likely to do?
- Yell about how messed-up our Government is, then accept the cost increase as a "cost of doing business" while publicly stating that the USPS is putting you out of business.
- Re-engineer the catalog strategy with fewer pages per contact, less circulation in prospecting, and reduced circulation to marginal housefile customers.
- Move toward an online-marketing-centric business model.
Question 14: What is your "go-to" source for new customers?
- Online Marketing.
Question 15: If you spend a half-hour in a one-hour meeting talking about catalog marketing issues, how much time do you spend talking about email marketing issues in the same meeting?
- A half-hour.
- Five minutes to a half-hour.
- Less than five minutes.
Question 16: Which website are you more likely to frequent?
- Adapting your merchandising assortment to aging baby boomers.
- Adapting your merchandising assortment to appeal to the children of baby boomers.
Question 18: What is more important to you?
- The merchandise featured on the first spread of the catalog.
- The merchandise featured on your home page.
Question 19: What is more important to you?
- Deciding whether a catalog will be 64 pages, or 68 pages.
- Deciding what merchandise to feature on key landing pages.
Question 20: In the future, a cataloger will ...
- Convince today's 45 year old shopper on Amazon to embrace catalog marketing.
- Evolve and change.
Ok, go ahead and tally up your point total ... here are the points earned per response.
Question 1: 1 = 5 points, 2 = 0 points.
Question 2: 1 = 5 points, 2 = 0 points.
Question 3: 1 = 5 points, 2 = 0 points.
Question 4: 1 = 5 points, 2 = 0 points.
Question 5: 1 = 0 points, 2 = 5 points, 3 = 2 points.
Question 6: 1 = 5 points, 2 = 0 points.
Question 7: 1 = 5 points, 2 = 0 points.
Question 8: 1 = 5 points, 2 = 0 points.
Question 9: 1 = 0 points, 2 = 5 points.
Question 10: 1 = 0 points, 2 = 5 points.
Question 11: 1 = 3 points, 2 = 2 points, 3 = 1 point, 4 = 5 points.
Question 12: 1 = 5 points, 2 = 0 points.
Question 13: 1 = 5 points, 2 = 2 points, 3 = 0 points.
Question 14: 1 = 0 points, 2 = 5 points.
Question 15: 1 = 0 points, 2 = 2 points, 3 = 5 points.
Question 16: 1 = 5 points, 2 = 0 points.
Question 17: 1 = 5 points, 2 = 0 points.
Question 18: 1 = 5 points, 2 = 0 points.
Question 19: 1 = 5 points, 2 = 0 points.
Question 20: 1 = 5 points, 2 = 0 points.
Now, how many points did you earn?
- A = 90 or more points. You are a die-hard cataloger who will defend your craft to the last days of catalog marketing. You have a set of skills that are likely unparalleled in today's marketplace. You should have your own exhibit at the Catalog Hall of Fame, located just outside of Rutland, Vermont.
- B = 80 to 89 points. You are a strong cataloger who thoroughly believes in the craft. You are going to adapt to changes by finding ways to make catalogs relevant.
- C = 70 to 79 points. Your catalog marketing passion is very high, but you have a toe in the online marketing world. If anything, you might be labeled an "omnichannel" marketer, with catalogs at the core of the customer experience.
- D = 50 to 69 points. Still a catalog marketer at your core, you can clearly see that the world is changing, and you are interested in taking your company and customer on a journey into the future.
- F = 0 to 49 points. You are a marketer, not a cataloger. You care about merchandise, selling, and profit.
How did you do? Why not leave a comment with your score, and your opinion of the quiz?