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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“We looked at the cost of doing the book the old way vs. the new way and printing both, and I just decided that was something we couldn’t afford to absorb,” he says, regarding the production costs associated with printing the books in such a small quantity in each format.
So Hodges went against conventional catalog wisdom and ruled out conducting a test because it doesn’t mail enough books to bear the expense. Plus, the data wouldn’t yield a convincing enough response. “Think about what the production cost is to do all that work twice and only run 25,000 books,” he says.
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