New! Online-Only Preview of September Cover Story

CS: You then still attribute the majority of your sales to the catalog?
RH: Yes. If I look at the top revenue sources using Google Analytics, 35 percent of the revenue is coming from people who accessed our site directly; 33 percent is coming through Google organic search, and when I do the tracking back on that, most of them are going to Google and typing in “Hodges Badge,” “Hodges Badges,” “Hodges Ribbons,” “Hodges Badge Company,” “Hodges Badge Co.,” “Hodges Awards.” They seem to know what they’re looking for. Pay per click is 8 percent, so not a huge portion of the revenue. People seem to know what they want.