Austad’s new owner takes a swing at improving the golf catalog’s performance through new creative, list and merchandising strategies

By Alicia Orr , Editor In Chief and Catalog Success

Regarding the creative changes thus far, Arett opines, “Each book has gotten progressively better. But we’re not through; there’s more work to be done.”

“We Just Needed to Mail a Lot More Catalogs”

Beyond a fresh look, Austad’s needed help in key areas identified by Arett. He says, “The reasons why Austad’s underperfomed historically were three-fold. First and foremost, they were not mailing enough. They were averaging, I’d guess, 250,000 pieces [per mailing].” Since relaunching the book, Mammoth has been increasing Austad’s numbers with each mailing, moving up to 345,000 this past November, to 800,000 in March and to 4 million catalogs each in April, May and June—prime golf selling season.