4 Last-Minute Tactics to Increase Your Catalog’s Holiday Revenue
I’ve put part 3 of my online networking series on hold until next week so I can bring you some timely, post-Thanksgiving tips for increasing holiday sales right now.
Want to add some revenue before we say goodbye to 2008? Try the following:
1. Add an extra mailing before the end of the year. Try it this way: After your last mailing is complete, mail one more catalog just to your hotline buyers, those who just responded to your last mailings of the year. If it’s too late to get your printer involved, grab some of your bounceback and office copy catalogs, and mail them. Even if you mail them First Class, you should still get great response. I’ve done this before, and it works.
2. Speaking of bouncebacks, add a special offer to your outgoing packages beyond the traditional bounceback book. This gives your customers a compelling reason to make another purchase before the holidays. It’s especially persuasive if you can target your offer to people who are on the receiving end of gifts.
3. Extend the life of an existing catalog by sending a special offer via postcard to your best buyers with a last-minute incentive. Try something like this: “Last-minute shoppers save (a percentage)” or “Last-minute offer! Get a specially priced (product here).” Postcards are quick, inexpensive, and can drive both catalog and Web traffic.
4. Don’t forget e-mail. Deliver offers right up to the last possible date you can ship product for Christmas.
If you have any additional ideas for last-minute marketing tactics, please share them with us by clicking on the link below.
I hope you had a safe, happy and healthy Thanksgiving. Speak to you next week.
Jim Gilbert is president of Gilbert Direct Marketing, a full-service catalog and direct marketing agency. His LinkedIn profile can be viewed at www.linkedin.com/in/jimwgilbert or you can post a comment here or e-mail him at firstname.lastname@example.org.
Jim Gilbert has been creating direct marketing programs that drive superior ROI for almost 30 years. Fluent in consumer or B-to-B, creative, operations, and analytics, he marries the strategic and tactical sides of direct and social media marketing in a seamless fashion that gets results. He's CEO of a multidiscipline direct marketing agency, Gilbert Direct Marketing, Inc., which focuses on direct mail, catalogs, DRTV, telemarketing, print, alternative direct marketing media and social media marketing. Jim has been involved in start-ups, expansions and turnarounds, and is an expert in helping multichannel marketers get to the "next level." He's a former adjunct professor, teaching direct marketing at Miami International University, and is President of the Board of Directors of the Florida Direct Marketing Association. Jim loves to talk direct marketing, and has done many lectures on direct and social media marketing.