Netting New Names in Lean Times

Catalog Success: What does your prospecting mix consist of today and why?
Share: As a b-to-b cataloger, 6 percent of our business is from the Web, although we have a lot of clients who call to say: “I looked at your Web site, have your catalog with me and would like to place an order.”

We know there’s a blending of catalog and Web site in terms of ordering. Where it seems like a lot of companies have a great Web site that’s supported by a catalog, it’s exactly the other way around for us. We’re in a right-brain business — people want the full-color catalog. Looking at a monitor just doesn’t cut it for them.