Front-Runner
Slim-jim design, fresh creative approach and another catalog’s demise help awards cataloger Hodges Badge Co. sprint through tough times
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Joe Keenan
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Little Choice
It’s not as if Hodges Badge made the transition to a slim-jim format without any trepidation. While concerned the move could hurt response, Hodges says the company didn’t have a choice — increased postage rates were eating away at its margins.
On top of that, Hodges Badge Co. was unable to test-mail a segment of its housefile the new catalog to gauge response efficiently enough, Hodges laments. At $14 million in sales and circulation of less than 400,000 catalogs last year, the company’s size is a liability in this case. With only a 25,000-book mailing of its general athletic catalog to kick off the new format, Hodges reasoned a test wasn’t cost-efficient.
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