A Chat with August’s Profile, Chris Harris, director, direct response marketing, Becker Group Direct

CS: How many times is the catalog mailed per year?
CH: We’re mailing it at a minimum of four times a year, and it’s all based on our target audience’s transactional data — when they have shown a predisposition to actually buy seasonal products. It’s slightly different than the rest of the business because the rest of the business … for major projects you’re buying earlier, because it takes longer to build these huge interactive exhibits. Thus the decision-making process from our consumers, or clients, is later in the season, probably after Labor Day. Though it’s amazing. We have people buying holiday décor all throughout the year. In fact, I have to brag about my sales team, because they’re just fantastic. To be able to get all of their clients on the same page, sort of remind them that they need to buy their stuff early.