Challenging economic times mean catalogers must try a variety of strategies to maintain and grow their companies.
Monday at the Direct Marketing Association’s Annual Conference for Catalog and Multichannel Merchants (ACCM), a panel of marketers from various sectors shared their experiences on what was working for their businesses.
Corvette parts-and-accessories marketer Eckler's is seeing customers getting concerned about spending money on something non-essential like restoring a car, or driving a long distance to a car show buy parts and engage with other enthusiasts. Mike Wilson, vice president of sales and marketing, said his company tries to circumvent that by offering creative ideas on how to save money, such as ways to get better mileage.
"We're trying hard to combat the negativity we see in the news media every day," he said. "We have to convince them its okay to spend money on their hobby."
U.K. maternity wear marketer Isabella Oliver faces the continual task of finding new customers, said Geoff Van Sonsbeeck, managing director and co-founder. It can be very difficult - the shopping window for maternity wear begins at 10 to 12 weeks, but since many women don't tell anyone they're expecting other than close family or friends until 13 or 14 weeks into the pregnancy, the clock begins ticking quickly. And, an added challenge is the fact that prior to becoming pregnant, women have no brand awareness of companies that market maternity fashions.
Finding the most valuable customers and maintaining a strong ROI is a concern for Hershey's Gifts, says Lisa Kronmuller, catalog manager.
"I don't know about you, but no one is coming to me in mid-year with more budget money," she quipped.
Hershey's is in the process of redesigning its Web site, to improve the navigation and make it a more fun place for consumers to visit - a request from consumers, she said.
Christian affirmation products marketer CTA Inc. debuted with a Slim Jim format, and them switched to full size last year. But rising paper and postage costs have made the company switch back to the smaller size, says Steve Darr, founder. The company is also using a lighter weight paper to combat cost increases.
