Catalog Marketing: How to Get the Most Out of Your Catalog Co-op

While working with multiple cooperative databases can help you reach new prospects you might not have found otherwise, how can you be sure you’re getting the best results from each database? Developing a close relationship with your representative at each co-op is probably the best place to start, says Gayla Kraus, vice president of sales at Harrison, N.Y.-based co-op I-Behavior. A clear understanding of each co-op’s services will allow you to make the most out of your customer file and models based on it. Following are other tips offered by Kraus: