Long-form interview with Tom Marine, the masterclass innovation leader who implemented, in record time, a DAM-enabled workflow for a multichannel catalog marketing firm.
TM: Sure. I’ve been in the publishing industry for more than 30 years. I started out in newspapers and quickly went into marketing. I’ve been focused on catalog publishing for the last 15-plus years. I have been in charge or have been involved in large- to medium-sized catalogs that have wide national distribution—everything from door-chimes to fake food, and restaurant equipment.
MM: Most recently you worked with a company called Central Restaurant. Could you describe a little bit about the company?
TM: Central Restaurant is a wholesale equipment supplier to the restaurant industry, and also to large institutions that offer food services, selling anything from small wares like tongs or flatware—up to walk-in coolers and freezers.
They do multichannel marketing, utilizing both a relatively large catalog of about 320 pages. We send it out six times a year to millions of customers and prospects throughout the United States.
MM: The nature of that business is that it constantly is on-boarding a fairly significant number of new customers?
TM: Correct. Yes. Acquiring new customers is very important for us, because of the volatility of the market.
MM: Before we go on into the specifics of that, could you give us a little bit of background on your previous engagements—specifically at Hubert?
TM: Sure. At Hubert, I was in a similar role—only it was a larger catalog of about 1,000 pages. We also sent out monthly catalogs to do more prospecting as well as to drive business back into what we called “The Source Book”—both print and online versions.
At Central Restaurant, not only did I handle catalog production, but I’m also handled circulation, the list procurement. That’s where the differences lie between the two jobs.