A Five-Step Media Plan for Catalogers (1,027 words)
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3. Make certain to look at your merchandise results from new customers. Many catalogs develop a separate book for prospecting from the customer catalog. If you have a separate prospecting catalog, make certain to look at what first-time customers are buying—NOT what all customers are buying. Look at the winning product categories and items from your last mailings and see if you need to change your merchandise selection and pagination. While this is a bit removed from the media plan, the analysis will prove worthwhile if you can increase response rates and average order values (AOV) by offering the right products and categories.
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- People:
- Jack Schmid
- Places:
- Mission, KS.
- Shawnee
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