A national leader in vacuum replacement parts and motors, supporting all major brands. As the company has grown, they have expanded their product offerings to include sanitary maintenance supplies, chemicals, and carpet-care products.
The client had been producing a single catalog of more than 250 pages for all its products. This was mailed to 30,000 customers and prospects on a quarterly basis, but the results were poor, and sales were not growing as projected. The Stevens Group was asked to review the current catalog and mail plan.
After performing analysis, we suggested that the client take a targeted approach and develop product-specific catalogs for four primary markets: janitorial, hospitality, carwash, and maid service. We suggested mailing the smaller, vertical-market catalogs for three quarters and the full catalog only once a year.
We increased quantities and delivered targeted catalogs to 40,000 clients and prospects while staying within the original print and postage budget. These catalogs were more specific to the clients’ needs, and the smaller format allowed for greater flexibility and product promotion to the specific markets. All of this resulted in an increase in sales and better positioning of the products.