Bind-In Order Forms-What's the Best Strategy? (2,000 words)

Don't give up both pages of your center spread for the order form and how-to-order information!

In summary, I believe the bind-in order form serves an important function. It is not designed to sell merchandise. But, if you do have extra space on the order form for merchandise, it might help to offset your cost. The true purpose of the bind-in is to provide customers with all of the information they need to aid the ordering process. Don't just look at the amount of money you would save but rather factor in the loss of sales and gross margin dollars you would lose by printing the order form in the body of the catalog. Consider the age of your customers, the number of gift orders you receive and all of the other things which should be factored into this important decision.