Insert Media: A Miniature Resurgence
Motherwear, too, includes best sellers in its miniature catalogs. What’s more, Kothman says that the items also should be relatively evergreen. Because of the lengthy ordering curve of miniatures, he suggests that catalogers select items that they can keep enough of in stock.
As for the design of miniatures, consider the following points Kothman makes:
1. Don’t treat them as merely a shrunk-down version of your traditional-sized catalog. For example, don’t cram too many items on the page; too many small images on a page can confuse and frustrate recipients. Keep your copy efficient without cutting necessary copy.
2. Design your miniature to be either inserted or self-mailed. This way you can create and print it once, then distribute it by either means. That’s what Kothman plans to do for Motherwear’s next miniature.
So, should you be mailing a miniature? For Crosstown Traders, the prospects and economics make sense, at least enough to test the medium. “Traditional advertising methods, such as consumer publications and special catalog sections, have been moderately successful for us in the past,” Harris says.
Traditional advertising’s conversion rate for Crosstown takes up to 12 months in some cases. This process requires multiple catalog mailings and can get expensive. “So by incorporating the miniature catalog,” Harris says, “we hope to convert prospects much quicker by giving them a vehicle to purchase from that is less expensive for us to produce and distribute.”
Donna Loyle is a Philadelphia-based freelance writer and the former editor in chief of Catalog Success. You can reach her at email@example.com.