Catalog Creative - The RFMP Way (2,685 words)

Know what your customers like. If your database captures information about product category, why not produce covers that represent products that your customers will most typically buy? Recognizing your customers' needs and wants with a few cover changes is not that expensive. If you have an apparel catalog and there is a group of individuals that only buys shoes from you—develop a shoe cover. There may be a point where it makes sense to develop a specialty catalog or a solo package that only sells that particular product line. For example, Ross Simon will mail a Wedgewood offer to those individuals that typically buy that line of china. Omaha Steaks is the master at changing its mailing formats. While catalogs are used at holiday time, solo mailings are used the rest of the year.