Don’t Try This at the Office
Single-product mailers can be part of a highly successful (i.e., profit dollars, response rates) marketing strategy for your b-to-b catalog. For best results, choose a product with a strong margin and identify a highly targeted customer group (which translates into small mail quantities). And remember, the mailing must be part of an overall marketing effort.
Gina Valentino is vice president/general manager at J. Schmid & Associates, a catalog consulting firm based in Mission, Kan. You can reach her at (913) 236-8988, or via e-mail at: firstname.lastname@example.org.