How to Waste Your Marketing Dollars

During the booming 1990s, many catalogers overspent — sometimes so much that their catalogs’ survival was threatened. But lately I’ve noticed that many catalogers are drastically under-spending.

How can you tell when your economizing has gone too far? Decreasing sales is one sign, but so many things affect sales that it’s hard to use sales as a sole indicator of a problem. Answer instead this question: Is the presentation of your catalog still supporting its price points, inspiring the aspirations of its audience and presenting fresh material to its repeat buyer?