A CEO’s Guide To Catalog Circulation ’08 (Part 1 of 3)
Four Key Audiences
This is where different audiences come into play. There are probably four important audiences that behave differently from one another. This week, I’ll focus on the first two.
First, conduct the test among customers who always order via the phone/mail channel. This audience is your true “catalog” audience. Your test results will likely mirror your matchback findings. This audience will always need catalogs. To them, your brand is your catalog.
Second, conduct the test among customers who’ve purchased both online and via the phone/mail during the past 12 months. This is the segment of customers whose matchback analyses consistently give an inaccurate view of advertising effectiveness. Many of these customers are being “trained” to use the Web for ordering purposes. If a catalog isn’t mailed to this audience, some or many of the online orders would occur anyway. The matchback analysis inaccurately assumes the catalog drove the order. There’s significant opportunity for cost savings for catalogers within this audience.
Next week, I’ll continue identifying the various customer audiences that catalogers must segment and examine how your contact strategies may need to be altered in 2008 and beyond.
Kevin Hillstrom is president of MineThatData, a database marketing consultancy. He can be reached at email@example.com .