Catalog Marketing - Client: The Popcorn Factory (Division of 1-800 Flowers.com)

Objective - To cost effectively generate new customers through channels not traditionally used by catalog marketers. The effectiveness of the program is gauged on front-end P/L, as well as back-end conversion to catalog buyer and Lifetime Customer Value (CRM) contribution.

What we did…what happened - Developed creative featuring a top selling seasonal product with a strong offer proposition to maximize response. Ad placement testing began with a single mass-media publication and expanded into a variety of mass and vertical publications. Building on the success of the print media campaigns, package insert and catalog blow-in tests were introduced to the plan and quickly became another core media channel we continue to use to expand the program.

Catalogers all have one common goal … to successfully fuel the growth of their house files. With substantial postal rate increases, this is becoming increasingly difficult to accomplish through the traditional channel of mailing catalogs to prospect lists. Many, like The Popcorn Factory, are building successful new customer acquisition programs through off and on-line media channels.