The idea of creating a smaller prospecting catalog (same trim size but with fewer pages) full of best selling pick-up items is appealing and sounds like a logical thing to do. It saves money, or so it seems, and in theory has little if any impact on performance. ...
Some catalogers prefer mailings that are based on in-home dates. Other use mail dates. From my experience, many times, there is confusion over which strategy to employ and why. Some catalogers tend to use these terms interchangeably while significant differences exist...
Selecting a marketing vendor such as a printer, list broker or consultant does not sound like a difficult task. But, how do you know you are selecting the “right” vendor for your business. The relationship you have with vendors, particularly with your printer is...
Catalogers need to prospect for new buyers in order to grow their business. It’s expensive. And, most catalog companies prospect at an incremental loss (defined as net sales minus cost-of-goods sold minus direct selling expenses = incremental breakeven). Even so,...
Standard “A” postage rates should be a concern to all catalogers. After all, postage expense represent over 40% of total direct selling expenses (please refer to the chart below). DIRECT SELLING EXPENSES TO NET SALES RATIOS DIRECT SELLING EXPENSES CONSUMER B-to-B ...
Free Shipping! 50% Off! Save! Free Gift with Order. These are all common statements which inspire people to order. And, order they do. Obviously, promotional offers work. They increase orders and gross revenue. Which offers work best? When and how to use offers...
Adding new buyers is critical to any catalog business. At a minimum catalogers need to replace buyers lost due to attrition. A lack of prospecting to outside lists will cause a reduction in the size of the housefile and start a downward spiral often difficult to...
While many organizations have been offering more part-time (and sometimes full-time) work from home arrangements for employees in recent years, COVID-19 has really accelerated arrangement. Not so much an option as a necessity, working from home is allowing many...
Have you ever gotten an email and thought “Wow, that’s exactly what I was looking for”? Chances are, the marketing gods were looking over you and knew exactly what you wanted and where you wanted to see it. Well, not exactly, but it sure seems like it sometimes. This...
