A Halloween Catalog Horror Story (I’d Turn Back if I Were You)
Last week, I blogged about getting the most out of your printer. This week, I’ll talk about some things you should never do when producing your catalog and managing your expenses.
The way to ensure your return on investment in the catalog business is to pay close attention to your catalog expenses, namely, printing, mailing, postage, design, prepress (these days called “premedia”), lists and service bureau. Coupled with cost of goods and operating expenses, they are the fundamental numbers you need to work up in order to define your break-even point for a particular mailing.
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.