Catalog vs. Solo Package
There are many successful examples of catalogers creating solo packages to augment their existing campaigns. Here are several examples to consider:
• Create a “relationship” package. Food or gift catalogers often use this popular format. A relationship package includes a catalog mailed in an envelope, a gift list and sometimes a relevant letter. The gift list is populated with a preprinted (usually ink-jetted) list of recipients to whom customers have previously shipped gifts. This allows customers to easily purchase and ship more gifts because it also includes address information.
This format can be quite successful for your better customer segments. If your catalog is not gift oriented, it might be relevant for you to send your customers a list of past purchases. This technique may also work well for a consumable product line or for products sold by B-to-B catalogers (anything that needs to be reordered).
• Create a prospect mailing around a best seller. This technique works well if you have a product that is exclusive, unique and also a best seller. One skin-care cataloger learned the value of this format when testing a solo package with one of its best sellers; the single-focused mailer worked better than the catalog when prospecting!
• Announce a new, exclusive product offering. If you have a new product to introduce in a successful category, a solo package could be the perfect way to introduce it to your better customers—especially if the price point and margin will generate a profitable campaign.
• Offer a seasonal item to your customers. A perfect example of this usage is Cushman Fruit Co. It has seasonal fruits that are offered during non-peak catalog months. Another example of this might be special holiday offers for dates such as Valentine’s Day or Father’s Day.
• Don’t mail alone. Sometimes a catalog is too small to mail on its own. There are a couple of examples where this is applicable: