Effective Customer-contact Strategies

Using smaller catalogs for prospecting generally is not a good idea, unless your main catalog is an extremely large page count book. In this case, the smaller book might be more focused and easier for prospects to browse through.

• Many catalogers effectively use a direct mail package in off-seasons or as an additional customer contact. For example, Omaha Steaks mails its catalog only in the fourth quarter. The rest of the year, the cataloger uses direct mail packages and e-mails to contact its customers.