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 had a storied career in direct and digital marketing resulting in a burning desire to tell stories that educate, inform, and inspire marketers to new heights of success.
After years of marketing consulting, Jim decided it was time to “put his money where his mouth was" and build his own e-commerce company, Premo Natural Products, with its flagship product, Premo Guard Bed Bug & Mite Sprays. Premo in its second year is poised to eclipse 100 percent growth.
Jim has been writing for Target Marketing Group since 2006, first on the pages of Catalog Success Magazine, then as the first blogger for its online division. Jim continues to write for Total Retail.
Along the way, Jim has led the Florida Direct Marketing Association as their Marketing Chair and then three-term President, been an Adjunct Professor of Direct and Digital marketing for Miami International University, and created a lecture series, “The 9 Immutable Laws of Social Media Marketing,” which he has presented across the country at conferences and universities.