Catalog Doctor: Spur Response With Unit Drivers
Unit Drivers Work for Buyers, Too
If you’re thinking, “I can’t afford to make a second catalog version just for prospects,” don’t worry, you don’t have to. Buyers will also deliver strong sales on unit drivers. A cataloger I worked with was concerned about needing completely different catalogs for buyers versus prospects. Upon my recommendation, the company ran separate prospect and buyer sales reports and found that the list of best-sellers was surprisingly similar for both. The same may be true for your brand. Just be sure that for buyers your top revenue drivers are easy to find and the front cover tells them about the new products inside.
Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or susan@mcintyredirect.com.
