Prospecting with a print catalog is an effective and targeted way to reach potential buyers. Outside prospect lists and/or modeled names from one or more of the cooperative databases allow catalogers the benefit of mailing to prospects most likely to purchase. While the internet is pretty sophisticated, prospecting with a print catalog is more of a rifle shot that zeroes in on the targeted audience of proven mail order catalog buyers.
Remember, a buyer is someone who purchases once and a customer is someone who purchases more than once. Both the internet and catalogs bring in buyers, but the catalog is generally more effective at producing customers. Catalog circulation in terms of quantity mailed and number of drops is critical to building your business.
- Companies:
- Lett Direct Inc.
- People:
- Greg Ellis
- Michael Dart
Steve Lett graduated from Indiana University in 1970 and immediately began his 50-year career in Direct Marketing; mainly catalogs.
Steve spent the first 25 years of his career in executive level positions at both consumer and business-to-business companies. The next 25 years have been with Lett Direct, Inc., the company Steve founded in early 1995. Lett Direct, Inc., is a catalog and internet consulting firm specializing in circulation planning, plan execution, analysis and digital marketing (Google Premier Partner).
Steve has served on the Ethics Committee of the Direct Marketing Association (DMA) and on a number of company boards, both public and private. He served on the Board of the ACMA. He has been the subject of two Harvard Business School case studies. He is the author of a book, Strategic Catalog Marketing. Steve is a past Chairman of both the Catalog Council and Business Mail Council of the DMA. He spent a few years teaching Direct Marketing at Indiana University in Bloomington, Indiana.
You can contact Steve at stevelett@lettdirect.com.