Muldoon & Baer, Inc.
Selected Articles by Katie Muldoon

as They Appeared in Direct Magazine
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Strategy
Messy Brand Building: how to have a consistent brand image with print and electronic
Hot Tip: It's the Research, Stupid: the benefits of on-line research
Crowd Control: how to get noticed in the middle of too much competition
Springboard Advertising: ways to create lasting connections from your advertising
Is Brand Marketing Dead? why marketing plans need to rely on more than just image
A Report from the Front: what two competing catalogers are doing to have a top financial company recommend them
What's in a Name: why acronyms are the new, best, hot thing
Learning from the Movies: what the movies tell us about getting and keeping a catalog customer's attention
Blogs and Wikis: how to use web logs as another marketing tool
Serious Competition or Opportunity: the good and the bad about the magazines and catalogs that blend the shopping experience
Ambulance Chasers: why coming to the rescue of disaster victims can be smart marketing
Unforgettable Branding: why a tag line is critical to brand imaging
Dealing with Change: how to market to a changed America
Marketing Magnets: examples of ways to get customers to come to you
Beyond Offers and Savings - Emotion: the what and how of compelling motivators
Customer Bait: how to use pull marketing to generate new customers
Say Goodbye to Vertical Integration: why being all things to all people isn't working
Why Should I Shop from a Catalog?: focus group input on what customers want
The MultiChannel Trilogy: the essential three - retail, on-line, catalog in a perfectly coordinated synergy

Creative/Production

Mind Your Creative: how not to let a formula make your catalog stale
Are Print Catalogs Extinct? how to use your print catalog with your website
15 Easy Ideas for Improving Your Catalog: how to escape "dry and boring"
Funky Catalog Formats That Work: attention-getting formats you may not have considered
Opening Lines: why, and how, famous opening lines in literature show us how to make catalogs more exciting
Big Books - Who Need 'Em?: why, and how, big catalogs still work for B2B
Writing an RFP: how to prepare a detailed request for a proposal
Schedule Specificity: why and how to really stay on schedule
Put Your Creative Strategy in Writing: using creative strategy to make your positioning come alive


Merchandising

Merchandise Metamorphosis: why adding more merchandise is not always the answer
Pagination Ping Pong: who should determine what belongs in a catalog -- and where
Style on the Cheap: how to meet the demand for "cheap" and reinforce your positioning
Vendors with Varoom: a new way of thinking for great merchandise
Welcome to the Time Warp: everything old is new again, but there's a hitch

Customer Collection, Care & Feeding

Be Blogged or Be Gone: why it's important to consider adding a blog to your website
PR Personified: smart ways to use PR to generate business for your catalog
How to Lose a Decades Old Customer: the wrong - and right - way to handle customer service
Becoming a Content Provider: why USG content may be critical to lead generation and customer retention
Communications That Count: the right and wrong way to handle customer communications
Catalog in a Big Box: why you should consider putting kiosks in your sales plan
Can a Small Cataloger Compete?: ways for small catalogers to stay in business
Catalog Underachievement Awards: details on what some catalogers are doing wrong
Four Point Differentiation: the one attribute needed for successful differentiation
Odd Ball Catalogs: Syndicated, Licensed and Third Party Catalogs
Whatever Happened to Service?: ideas for promoting your service policies
The Gift Wrap Edge: an under utilized technique that adds sales


Other Tidbits
Catalogs: the Ultimate Influencers: why, and how, catalogers should better use their influence
Catalog Bloopers: laughing at mistakes...and learning from them
Catalog Q&A: smart answers to your burning questions
Biz Speak: what did they just say?
How to Keep Your Catalog Humming: part one of a two part article on improving catalog performance
Catalogers: Look, Listen and Learn: part two of techniques for improving catalog performance
Finding Cash to Offset Postal Hikes: no, you haven't thought of everything to cut costs
Wake-Up Techniques for Catalogers: how to stand out from the pack of catalogs
USPS Buys Fedex: news story about the USPS vs. overseas versions
Wanted: More Catalogs: humourous look at overlooked catalog opportunities
Inspiring Words for Tough Times: words of inspiration
No-Pinch Belt Tightening: fresh ways to save money