Can Catalog or Internet Offers Make a Difference? (1,261 words)

What is a Successful Offer?

There are six ingredients of successful offers in catalogs or on the Internet.

1. The offer must pay for itself. If you are giving a discount or a premium with every order, the offer must generate sufficient response to pay for the cost of the offer. It is like adding an extra element, such as a wrap-around, to the catalog promotion. In order for the wrap to be justified, it must produce sufficient orders to pay for itself. Offer costs can be easily calculated to determine exactly what percentage of gain is needed to break even. You need to know the exact "gain needed" and measure and track results or you could be throwing away money.