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

Make your customer's job easier. Many food catalogers have developed what we call a "relationship" package. This is a mailing that goes out in an envelope that includes a catalog and a list of gift recipients. This is incredibly convenient to the customer and very profitable to the cataloger. However, there are two mistakes that relationship packages make. The first is producing a confusing package. Remember that you are trying to make it easy for your customer to buy your products as gifts. Sometimes production challenges get in the way of producing clean, easy-to-use gift lists. The second mistake is not mailing your relationship package more than once. Change the creative enough to get the customers' attention and send it again—at least to your very best buyers.