Last week, the Direct Gardening Association hosted an excellent webinar on 40 Tips to Improve Margin & Profitability. Presenters Gina Valentino of Hemisphere Marketing and George Mollo of GJM Associates offered up a fast-paced series of money-making and money-saving tips on marketing, inventory management, creative, offers and much more.
One clever suggestion from Gina on choosing which products to feature on your catalog covers: Take a look at your best customers, and note the very first products they ever bought from you. If you find a common thread, that can be an excellent guide to what to feature on your covers. Products that turned first-time buyers into great long-time customers are likely to yield more great customers in the long run.