Strategy How to Revamp Your Marketing Strategy

Control Group A was mailed with the cover version that featured the name customers and prospects were used to seeing. Test Group B was mailed the cover version with the catalog's new name. While the test group produced a slightly higher average order size, the response rate was significantly lower than that of the control. The revenue per catalog (RPC) was $2.24 from the control group vs. $1.78 from the test group. The response rate fell because customers didn't recognize the brand, even though the "old" name was printed in smaller type under the new name to tie them together. To customers, who have the final vote, it was a change in the brand.