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

Let them know they're missed. We have all seen this treatment carried out in a variety of methods. One of our favorites is a cover wrap created by New Pig Corp. that pokes fun at itself as to why the customer hasn't ordered recently. Cover wraps that are bright and cleverly presented with a strong offer will definitely get attention. If this segment does not respond to your very best effort, then it probably never will. Other treatments worth testing include a specific cover treatment, a colorful dot whack or a tip-on card. While more expensive, a cover change will give you the biggest response. All established catalogers have thousands of names in this segment that have the potential of being resurrected.