Strategy: Logical Maneuvers for Hard Times
2. Suppress Co-op Multibuyers
When multiple co-op databases are used in a mailing, there will typically be 25 percent to 30 percent duplication of names from one co-op to another. The “hits” go into a multibuyer pool, and they can be remailed. Multibuyers created from co-ops against co-ops, however, generally don’t perform well. (Rentals against rentals and rentals against co-ops are fine.)
How can you reduce the number of duplicate records from one co-op to another? The names you rent from any co-op are “net” of your housefile, so any duplication comes from using more than one co-op. Therefore, if you stick to using one co-op per mailing, you’ll reduce the number of duplicate records.
This approach works if you’re typically taking the same level of circulation and the results and names from each co-op are about the same. Another approach is to send the co-op database the dupes from co-op lists you’ve used after every merge to suppress their own dupes against.
Best practice: When running the merge/purge, give priority to co-op databases over other outside lists. Have your service bureau give the co-ops, as a group, the proper random allocation.
3. Page Count
Look to increase — not decrease — your page count. Do so only after you do the proper square-inch analysis. Adding pages and selling more products to your existing customers is often a good strategy for increasing sales, especially when business is hard to come by.
Pages are a good value, as the chart on pg. 29 shows. The cost to increase pages is approximately one-half the percent increase in page count. For example, increasing from 52 to 60 pages yields a 15.4 percent increase in square inches of selling space. Yet the cost increase is only 7.4 percent. Sales should increase by one-half the percent increase in the page count.