Special Report: Catalog Marketing Action Plans for 2007
The increase in paid search comes in response to the fact that nearly 60 percent of HoneyBaked’s 2006 holiday orders were placed on its Web site.
Further, HoneyBaked’s decision to prospect more deeply with the catalog is fueled both by the company’s recent growth and the cost savings it’s seen by doing more catalog co-mailing. “In the past, we’ve really tried to break even on the customer in the first year or so,” Kiss says. “Since we feel that the economy is a little better, we’re increasing that because we can go deeper with our prospecting efforts and still be very profitable.”