Could Your Catalog Mailings Be Feeding Your Competitors?
The other day, an experienced catalog mailer told me that her company increases its pay-per-click (PPC) ad spend on the day it receives its competitor’s catalog in the mail. “Interesting,” I said. It’s her theory that her competitor’s mailings increase the overall demand — and therefore the Google searches — for common products sold by the competitor and her. She also firmly believes that when her competitor mails a catalog and stimulates demand for, say, ergonomic office accessories, there will be an immediate increase in the number of prospects who go online to search for ergonomic office accessories.