SupportPlus is hoping to double its response rate by doubling the size of its mini-catalogs.
The Medfield, MA firm will insert the 7-inch-by-11-inch pieces next month in some 300,000 fulfillment packages.
Late last year, the company placed 3-1/2-inch-by-5-1/2-inch mini-catalogs into roughly the same number of packages, pulling a response rate of .037%. Those inserts, featuring orthopedic socks and support devices, went out with products ranging from cosmetics to incontinence supplies and wigs, says SupportPlus chief executive officer Edward Janos.
SupportPlus spent about 10.5 cents per person to acquire customers using package inserts. But the cost of acquisition for its regular eight-time-a-year catalog is
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