How to Profitably Use Mini Catalogs, Solos and Flyers
What if you could achieve double the response rate you currently earn with your catalog mailing? What if you could mail for much less than the cost of the catalog? And what if you could do all this and make a profit? You can.
Highly targeted, lower-cost marketing communications vehicles such as mini catalogs, solo direct mail pieces and flyers complement your catalog mailings.
An advantage business-to-business (b-to-b) catalogers have over consumer catalogers is their knowledge of purchasing motivators, industry-wide purchasing patterns and product life cycles. Think about it: Customers in certain industries buy during specific times of the year, while others buy replacement products, product upgrades and product improvements all year long.
Other b-to-b cataloger advantages: You know your customers’ budgeting cycles, standard industrial codes and product-buying histories.
With all of this information, plus a customer database of transaction records, you can create a profitable direct mail piece. Here’s how to selectively target your customers with specific product offers.
In this case, “mini” doesn’t refer to dimension but to direction. The objective is to mail to a highly targeted group of customers a lower page count mail piece (generally eight, 12 or 16 pages) with a specific merchandise offering.
Using those parameters, this less-expensive mail piece is highly productive, because the targeted audience may yield a high response rate. For example, a spa-supply cataloger might try targeting spas and salons that made previous purchases of the merchant’s private-label products. The merchandise assortment in the mini catalog could, for example:
- feature only the private-label products;
- offer special bundles (e.g., entire assortments, two-for and three-for offers);
- introduce new merchandise and new packaging; and
- highlight new product formulas, upgrades and closeout specials.
Another advantage of a mini is the chance to use this format for clearance sales, close-out specials and merchandise liquidations. The format is economical, and clearances and close-outs inherently warrant a high-density merchandise assortment.