Survey Results & Analysis. Catalog Mailing and Marketing Survey

Transcription

1 Page 1 of 23 Survey Results & Analysis for Catalog Mailing and Marketing Survey Tuesday, September 02, 2008 Powered by Vovici EFM

2 Page 2 of 23 Executive Summary This report contains a detailed statistical analysis of the results to the survey titled Catalog Mailing and Marketing Survey. The results analysis includes answers from all respondents who took the survey in the 13 day period from Wednesday, August 20, 2008 to Tuesday, September 02, completed responses were received to the survey during this time.

3 Page 3 of 23 Survey Results & Analysis Survey: Catalog Mailing and Marketing Survey Author: Filter: wsb3= '0' Responses Received: 92 Is your catalog primarily business-to-business or consumer? What business objectives does your catalog fulfill? (Please check all that apply.)

4 Page 4 of 23 What is the single most important business objective of your catalog? (Please select just one.)

5 Page 5 of 23 What other types of marketing efforts are you using in conjunction with your catalog program? (Please check all that apply.)

6 Page 6 of 23 How many base (or primarily all-new) catalogs do you produce in a year?

7 Page 7 of 23 When you compare the current year to last year, did the number of your base catalogs (primarily all-new) increase, decrease or stay the same?"

8 Page 8 of 23 How many more base catalogs do you have in the current year compared to last year?

9 Page 9 of 23 Can you please briefly tell us why the amount of your base catalogs increased? Can you please briefly tell us why the amount of your base catalogs increased? We do two types of catalogs our main one is produced 11 times 1 for each month, with one for Nov. and Dec. And we produce 4 Prospect catalogs, we will be changing to slim jim format on our next PC business is growing We expanded prospecting Added one minor catalog we are going to create 2 comprehensive versions, and 4 additional mini-catalogs offering select resources based around a theme more targeted pieces for our wide selection of products additional contact to housefile trying another catalog with low end items to bring in more sales to the stores. Tough times call for additional measures. increased sales at different times of year same as last year which was not an option in your survey growing universe

10 Page 10 of 23 increased response to advertizing How many fewer base catalogs do you have in the current year compared to last year? Can you please briefly tell us why the amount of your base catalogs decreased? Can you please briefly tell us why the amount of your base catalogs decreased? Significant increases in expense; postage, paper, ink, and fuel surcharge increases have forced us to cut some marginal circulation; therefore reducing the need for catalog changes response and cost of mailing BUDGET fewer sales to save on production costs, and improve inventory control Postage Increases Combined two catalogs into one

11 Page 11 of 23 budget constraints Postage and paper cost increased. By how much is your circulation changing this year compared to last year? Can you please briefly explain why your circulation increased, decreased or remained level this year compared to last year? Can you please briefly explain why your circulation increased, decreased or remained level this year compared to last year? House file increase We are buying more list. more interest in our product offerings Due to our LTV we had to decrease circ to meet our profit target. Economy. Lower sales meant less investment dollars available.

12 Page 12 of 23 Significant increases in expense; postage, paper, ink, and fuel surcharge increases have forced us to cut some marginal circulation. Consumers do not seem to be spending as much which has also caused us to reevaluate our acquisition efforts. Improved prospecting techniques. No comment on our volume. Private information. I selected unchanged for that reason. Higher paper and postage make mailing to marginal customers/lists unprofitable Combatting postal increases; less prospecting due to the current poor economic conditions Cost, ROI. Increase in rolling 12 customers; broader selection criteria Very circumscribed world for new subscribers and we must work hard to overcome normal attrition rates Decreased cir to spend more money on our webiste. Added more products, increased advertising in magazines for catalog request purposes Paper, Ink and Postage costs The business is growing, so there are more hose file names to mail. lower response rates BUDGET We've generated new customers via magazine ads & our website. Increased expense. Decreased circ in web-buying segments. the additional publication allowed us to target additional people We were not mailing last year, but are now. decreased acquisition circulation to hedge against challenging economy and rising costs Test & to make-up fo soft response rates Cutbacks in prospecting. Postage and paper price increases in conjunction with poor consumer spending is making prospecting very difficult. more names added to our mailing database. Lower membership rates More customers increase sales, increase target market anticipating the effect of the economic situation foced us to reduce growth and conserve cash. increased 12 month customer file led to increased circulation. was actually cut early in the year, but we have been adding back circ as conditions improve Postage Increases Prospecting catalog mailing to our customer base Made a conscious decision to mail less. added custoemtrs Rising paper and postage costs have driven us to spend our budget in SEM and campaigns. Expect lower response rates due to general economic conditions Demand for catalog was predicted to increase. MORE CATALOG REQUESTS Last year was flat and we don't expect growth in the current economy.

13 Page 13 of 23 more customers from word of mouth advertising inactive response too low Increased prospect mail list. We are a small company growing slowly. Declining repsonse rates and rising in the mail costs Postage and paper cost increased. Sales growth. More aggressive cultivation of contacts. buzz marketing Trying to increase basic reach we send to targeted customers who have spent a certain amount. we are adding all the time but some accounts have little activity. Existing customer base expanded Can't afford to do more...scared to do less. More selective to new prospective customers. Growing house list from advertising and convention/conference response Postage, economy increased advertizing Database cleanup and Increased production cost By how much is the amount of your catalog drops changing compared to last year?

14 Page 14 of 23 What types of drops did you add this year? (Please select all that apply.)

15 Page 15 of 23 What other types of NEW marketing efforts are you planning to add to your overall program in the near future? (Please select all that apply.)

16 Page 16 of 23 What other types of marketing efforts are you using to replace the eliminated catalog drops? (Please select all that apply.)

17 Page 17 of 23 This year, have you or will you change the dimensions (trim size) of your catalog?

18 Page 18 of 23 Compared to last year, how will your total catalog page count change?

19 Page 19 of 23 How many times per year do you mail your catalog to your best customers?

20 Page 20 of 23 Please indicate which product category best describes what your catalog sells. (Please select all that apply.)

21 Page 21 of 23 Please indicate your annual combined catalog- and Web-based sales.

22 Page 22 of 23 Please select which job description best describes your role with your company.

23 Page 23 of 23 Generated: 3:32:16 PM