A Catalog Strategy to Offset the USPS Rate Hike
Despite the slightly smaller physical size and reduced pages, mini catalogs still offer quite a bit of promotional "real estate," often with response rates and the ability to drive website traffic comparable to a full catalog.
"We found that sales with the mini catalogs were as good as or better than with the 84-page catalogs," said Kerrie Thornton, a business analyst at National Ropers Supply (NRS), a Decatur, Tex.-based catalog and store retailer of western lifestyle décor and supplies.
"For as little as 32 cents per mini catalog, we've been able to get our key product groups in front of prospects and customers to drive them to our website, where inventory and pricing is up-to-date," said Thornton. "For about the cost of producing and mailing a postcard, we've found this to be a much more effective direct marketing approach."
Though not considered a replacement for full-sized catalogs, mini catalogs can be used on a case-by-case or supplemental basis to fill the void of a catalog that otherwise might not be sent due to increased postage costs.
Where a marketer is doing four to five mailings a year of full-sized catalogs, supplementing by sending three full-sized catalog mailings and two mini catalog mailings, for example, can significantly lower cost without lowering response rates.
Russ Beegan is a co-owner of B&W Press, a Georgetown, Mass.-based printer specializing in unique direct mail formats. Reach him at firstname.lastname@example.org.