Time to Go Overseas?

“All of this requires a significant investment of time and money, and very rarely do catalogers make this type of investment for a test,” says Mark Bridges, vice president and director of the international division of Mokrynski & Associates, a list management and brokerage firm.

A popular alternative, he says, is to adapt your catalog order form for use in global markets and mail it with your U.S. catalog. This doesn’t require a large financial investment or commitment to a single market. It’s also cheaper than reprinting your full catalog in another language, because the order form can be printed as a separate piece and bound into the catalog. When adapting your order form for a foreign market: