A CEO’s Guide To Catalog Circulation ’08 (Part 1 of 3)
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Four Key Audiences
This is where different audiences come into play. There are probably four important audiences that behave differently from one another. This week, I’ll focus on the first two.
First, conduct the test among customers who always order via the phone/mail channel. This audience is your true “catalog” audience. Your test results will likely mirror your matchback findings. This audience will always need catalogs. To them, your brand is your catalog.
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- Kevin Hillstrom
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