By Gretchen Kirby Peck Advertising-insert programs: How to make them work for your catalog. Despite a rocky 2002 economy, catalogers are forging ahead, turning their attention to new manufacturing practices to support—and, in some cases, supplement—their sales efforts. Order forms aren't the only things you'll find nestled in your favorite catalog these days. Increasingly, catalogers are partnering with third-party mailers to insert advertising into catalog pages. And the ads are taking myriad forms, most commonly as blow-in and bind-in inserts. (Blow-ins are loose ad inserts, while bind-ins are inserts that are bound into the book.) For catalogers, these initiatives often
A good list-hygiene strategy can help ensure that your increasingly costly promotions will reach only those people who are actually at the address to which you’re mailing and can help you avoid sending duplicate catalogs. Today, many catalogers use state-of-the-art models and have invested millions of dollars in operating systems that generate data used to run their businesses. But keep in mind that these models and data will be only as good and dependable as the customer information loaded onto them. Andrew Kapochunas, leader of business development and strategy for sales and marketing solutions at Dun & Bradstreet, notes that data hygiene now
I have worked at numerous business-to-business (b-to-b) catalogs during the years, and one problem I’ve consistently come across is getting catalogers to see the importance of list hygiene. It’s been an uphill battle to get management to spend the time and money on this important area. It never seems to make it to the top of their “to-do” lists. But that recently has changed with the anthrax scare and postage hikes. Many experts agree with The Direct Marketing Association and U.S. Postal Service that mail will gain greater credibility and a higher opening rate if names and addresses are clean and professional-looking.
At a dinner party, a chef must blend flavors and textures masterfully to create something that a group of diverse people will enjoy. Likewise, the Haute@Home catalog mixes different selling propositions to form a cohesive shopping experience for everyone from novice entertainers who can only boil water, to seasoned cooking and restaurant professionals. Florencia Palmaz, creator and president of Haute@Home, exemplifies the busy entertainer who wants casual elegance delivered quickly to the table. Her mother and business partner, Amalia Palmaz, comes from a more formal entertaining tradition in which the hostess prepares everything from scratch. Both women, who hail from Argentina, are experts on