Special Report: Catalog Marketing Action Plans for 2007
Prospect With Caution
No surprise: Feelings differ about how catalogers should prospect in 2007. “I’m feeling particularly bullish this year,” says Tim Kiss, director of enterprise direct marketing for The HoneyBaked Ham Co. Kiss believes he has reason to feel positive given that HoneyBaked’s sales grew about 10 percent in 2006. A historically strong figure for the 50-year-old Atlanta-based marketer of ham and turkey, it came in response to new prospecting efforts on the Web. He anticipates the company will continue last year’s sales growth pace through increased prospecting, both in print and online.