Formulating a B-to-B Catalog Mailing Plan, Part 1

4. Create a different prospect catalog. Harding advised several techniques to do this cost-efficiently. These include, removing minor products, including only “first order” products, doing more to explain and demonstrate key products, considering staying under 3.3 oz. to save in postage, testing an incentive offer on the front cover and regular price cross outs. A smaller prospect catalog can sometimes reduce acquisition costs by 25 percent or more, he said.