What is the best way to reach your audience and create a relationship with them?

 

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More and more firms are taking advantage of this practice by paying to have their advertising inserted in billings and routine mailings of other companies. For example, you could have your inserts placed in statements sent to holders of major credit cards. Prices are similar to those for package inserts, but instead of arriving with merchandise someone has been looking forward to receiving, your notice arrives with a bill.

 

An advantage of course is that your message could go to someone who is prosperous enough to have a MasterCard, for ex-ample, and if you honor the card, your offer ties in nicely.

 

You buy space in the entire mailing for prices from about $1,000 to $4,000, although some cost more. Prices vary according to the perceived value of the list, not just on the amount of circulation. Printing and postage are included. Ask for samples from the deck manager and find out how many cards will be competing with yours. You want the deck large enough to look inviting and catch attention, but not so large that your offer is lost. Pick one with about 50 or so cards.

 

 

 

 

Large, national, full color catalogs are complex, expensive, and highly competitive. Start-up costs can be staggering. Just the merchandising costs alone can be prohibitive for a fledgling company. In light of the competition, sophistication of the market, and rising postal and paper costs, starting a national clothing or general merchandise catalog operation is not in the realm of small business.

 

Don't ignore this popular format, though, because you can learn creative marketing and customer service techniques from the large catalogers and be-cause small specialty catalogs might work for your business. Small-business catalog opportunities include the following like branching out into mail order if you already have a successful retail business base. Starting a specialty catalog for a particular type of merchandise or a technical field with which you have detailed experience.

 

Using a specialty catalog for double duty as a traffic builder for your retail product or service business and as a mail-order medium. Hotels, resorts, and related businesses are all good expamples of the flexability of the database. The SRDS directory contains lists of some, but not all, business-to-business co-op opportunities and has an extensive list of residential co-ops.

 

It's best to compare costs of the local co-ops you're considering. Ask questions about circulation, demographics, and deliverability percentages. Ask to see samples of previous mailings so that you can identify the other companies that use the medium and the types of offers used. Call some of those companies and see whether they have obtained good results.

 

This medium grew, perhaps, out of a need to save postage and find a new way to reach mail-order shoppers.

 

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