Alternative Media for Catalog Prospecting The Right Formula (1
Convert Prospects Into Customers
Building a conversion plan to get customers to order again completes a profitable program. Here are a few conversion tips:
n Timing is critical. If a catalog was requested, immediately send one out reminding prospects who you are. Try testing an offer to get that first catalog purchase.
n If a product was ordered, accurate and complete fulfillment is an absolute must to get that second purchase.
n Thank them for their orders!
n Watch individual media sources. Many catalogers find that some media, which at first blush did not appear profitable, actually were over time, and vice versa.
Once you've developed the right mix of offer, media and creative, along with a sound conversion plan and testing strategy, the formula—and its success—can be repeated.
Lois Boyle is partner and chief creative officer of J. Schmid & Assoc. You can reach her by e-mail at firstname.lastname@example.org.